Transcript rodman-chapter10

ADVERTISING
Early Developments
in Advertising
Trademarks
and packaging
Patent
medicines
Advertising and social change
influenced shift to consumer-driven
society
promoted technological advances
encouraged economic growth by
increasing sales
recognized women as primary
decision-makers about consuming
American Association of
Advertising Agencies Code of
Ethics (1924) forbade:
False/misleading statements
False testimonials
Misleading price claims
Unfair disparagement of competitors
Unsupported/distorted claims
Anything offensive to public decency
AMERICAN
ADVERTISING TODAY
early ads were slogan-driven,
oriented around words
growing contemporary influence
of visual design principles
what advertisements do
you feel are memorable
and effective?
Market Research
Demographics
Psychographics
Values and
Lifestyles (VALS)
Advertising and the Internet
banner ads
paid positive reviews, weighted
search engine results
affiliate referrals (links)
direct marketing based upon
personal data collected on web
sites
Persuasive Strategies
famous-person
testimonial
plain-folks pitch
snob-appeal approach
bandwagon effect
hidden-fear appeal
irritation advertising
The ASSOCIATION Principle
to associate a
product with a
cultural value or
image that has a
positive connotation
opposite principle: the
DISSOCIATION
strategy
MYTH ANALYSIS
Myth analysis
provides insights into
how ads “tell stories”
that are important to
our society
Common Mythical Elements
ads as mini-NARRATIVES, with
characters, settings and plots
plots involve CONFLICT between
characters or social values
conflicts are negotiated or
RESOLVED by using or
purchasing the advertised product