Download 2.1 Advertisement

Advertising
 Advertising
and propaganda are
complex communication forms
 They employ sophisticated and subtle
methods of persuasion
 they play to our desires, fears and
biases to change the way we think.
 Is advertising then dangerous?
 What about messages that persuade
you to quit smoking, get healthier, get
active, or support a worthy cause?
 to
critically view an advertisement we
must make two evaluations:
 1. Analyze to determine why they are
effective persuasive messages
 2. study to uncover the cultural
assumptions and values they carry
Characteristics of Advertising
 All
forms of advertising are meant to
create positive attitudes toward people,
products and events
 Advertising plays up the good aspects
of a product...bad aspects are
downplayed through omission of info.
 Visual images give a product an
impression to help persuade audiences
to accept its worthiness.
 Ads
must show how the product or
service offers a clear benefit, appealing
to the beliefs, attitudes, desires, fears
and biases of the target audience.
 Ads must catch and hold the viewer’s
eye.
 Even though print advertising presents
a still image they often suggest a
narrative.
 Thus the picture used must “speak a
thousand words”
Terms and Techniques
Testimonial
 The
endorsement of a product
by a well-known person or
organization
 ex.
Pepsi
Transfer
 The
shifting of qualities from one thing
to another.
 ex. Shampoo commercials
Plain Folks
 Talking
down to the viewers in order to
appear just like them
 ex. pretty much any kitchen
product...the glad man.
 And…
Bandwagon
 The
suggestion that everyone is using
or doing something
 ex. Canada’s number 1 brand
Snob Appeal
 The
association of a product with a
desirable lifestyle
 Lexus
Facts and Figures
 The
implication that figures and
statistics prove a point beyond dispute
 ex. Toothpaste
Hidden Fears
 The
exploitation of an individual’s fears
and insecurities.
 Deodorant commercials
 Diaper commercials
 And…
 And…
Repetition
 The
constant statement of an idea to fix
the image of a product in the audience’s
mind.
 ex. 7-Up
Magic Ingredients
 The
implication that a product’s
effectiveness is scientifically based.
 skin and cosmetic products use this
method all the time.
 “Aloe”
 “Any aging formula”
Weasal Words
 The
use of vague terms to mislead the
viewer into thinking the product is
better than it really is.
Spin
 The
attempt to turn negative evidence
into something that the public will
perceive positively.
 Used a lot in political Ads.
 Or…
Assignment:
Closer Look at Advertisements
1. Search the web for an advertisement
(commercial or poster)
2. Answer the following questions on a
separate piece of paper to be handed in.
View the Ad as a whole, consider:
1. Your first impression of the ad
2. its overall look
3. its tone (think emotion) and
atmosphere (think setting)
4. the storyline (if one exists), is there a
climax and resolution?
5. possible target audience
Be specific about the audience
6. narrow it down: is the ad placed
properly to reach the intended
audience?
Think about what website it’s on.
(government, game site, social
network, blog, online mag, etc.)
Determine the message
7. What atmosphere does it convey?
8. What people are in the ad?
9. Stereotypes? Body language?
10. Celebrity? Why use this person?
11. Is a story being told?
12. Does the content imply a certain
lifestyle?
Examine the language used
13. What message is conveyed?
14. Key words and phrases?
15. Claims?
16. What techniques are being used? (see
previous slides for these terms)
17. Connotative and Denotative messages
18. How effective is the advertisement in
communicating a message?
19. What emotional hooks are used?
20. Will you remember the product or
slogan?
21. Social values?
22. What social attitudes are indirectly
reflected in the ad?
Reviewing print advertisements
23. What is the focal point/centre of interest?
24. How are visuals arranged?
25. How does the font print contribute to the
ad?
26. Does colour affect the message of the ad?
27. Does the product appear in the ad? Where
is it?
28. The logo...