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Transcript
Running head: READING RESPONSE 6 1 Reading response 6 Name Tutor College Course Date READING RESPONSE 6 2 1. What is Kilbourne`s subject? (Be more Precise than just “advertising.”) In her article, Kilbourne tries to show the effect of advertisement on consumers. Through her content, Kilbourne tries to show the level of persuasion of advertisements and the role they play in convincing a consumer on information about a particular product. Therefore, the subject of the article is the misconceptions that people usually have on advertisements and the information being relayed through these advertisements. 2. How is advertising like propaganda? According to the article, the advertisers of products always want to show us that we are never influenced by the advertisements that are shown to us. The advertisers will always seem to be playing with our cynicism. This means that the advertisers see us as conduits that can easily propagate what they have given to us regardless of whether it is true or not. This means that advertisements are purely tools that are aimed at carrying away consumers and influencing them in a way that not even the consumers can understand. 3. What is the nature of the “anti-advertising” ad? What is one of the consequences of anti-advertising? In “anti-advertising,” the advertisers want us to believe that we are too smart to be influenced by advertisements. The advertisers use words or images that show us that we already know about the product and that there is no need to either read or understand the nature of the product. If the customer feels that he/she is not influenced in any way by the ad, he/she will have to go to the market to prove his knowledge ability on the product, a factor that will increase the amount of sales for the product. READING RESPONSE 6 3 4. What role does advertising play in our society? How does it promote “the core belief of American culture”? How is its message different from what that core belief used to emphasize? Advertisements have affected the perception of the society towards life challenges. Advertisements are usually created in a way that challenges in our lives can be fixed immediately. With an increased number of advertisements on our screens and billboards, the society has created a perception that the issues facing us can be solved through a quick fix. The core belief of American culture is that we can always improve our life standards through a twist. For a long period of time, Americans have held the belief that working hard is the only way that we can improve our lives. However, the advertisements have created a new perception that we can transform our lives effortlessly without having to work extra hard. Through such a perception, most of the Americans have a feeling that they can make it in life, an aspect that has been grounded in the core belief of American culture. However, advertisements have led to the creation of a quick fix perception that believes that everything is going to be fine without having to work hard for it. 5. How does advertising go beyond the target audience? How do we want others to react to what we have purchased? What are we purchasing with designer-labeled clothing? The influence of advertisements has gone beyond the audience that is being targeted and has reached the people who even cannot afford the product. We will always want other people to be envious and impressed on what we have already purchased. We are actually purchasing an image READING RESPONSE 6 4 when we shop for designer-labeled clothing. This is because the image that we have makes us feel appreciated in the various areas where we socialize. 6. In the second half of the twentieth century, what became advertising`s purpose or task? How did this purpose change ads? In the second half of the twentieth century, the purpose of advertising shifted its focus to and advertisers started producing consumers. Through such a strategy, the advertisers stated using emotional plots and psychological research in creating advertisements. 7. How does advertising affect language? Advertisements tend to corrupt the language that we use for communication. Advertisements have altered the real meaning and truth of events and the ability of individuals to come into terms with the realities of life. Part II Kilbourne states that advertisements are co-opting our ideas and make us feel that we already know what we are being taught. In the advertisement by Apple on “Think Different,” the developer of the article brings and describes images of important personalities who have fought for liberation through time. The background sound describes these individuals as the one who uplifted the human race and we can never afford to ignore their existence. The advertisement assimilates our ideas on how human race has changed and urges us to think different. The advertisement therefore urges the consumers to think different by purchasing a product manufactured by a company that has been developed by a distinctively different personality. READING RESPONSE 6 5 References Saunders, D. K. (1981). Image and reality: The impact of media stereotypes on the group identity of black adolescents.