Transcript Fear

M98MC
Week 6
Advertising to the Whole Mind
John Keenan
[email protected]
Last 5 weeks...
5 stages
Consumer culture - neoliberalist
Targeting discourse
Postmodernism
New media methods
Today
Cognitive
Biological
30,000 neurons fit on the end of a pin
A neuron has tens of thousands of branches – dendrites
The dendrites receive electrical impulses from other neurons
A neuron can transmit 2,500 impulses per second
Sousa, 2001: 11 How the Special Needs Brain Learns
Neuromarketing
100,000 neurons per square millimetre an average pixel on the
screen is representing some five million neurons and 22km of
axons
Kenning P (2008) What Advertisers Can and Cannot Do with Neuroscience. International Journal of Advertising, Vol. 27, No. 3. Pp 4723
New learning
Existing concepts,
knowledge and
experience
Sign – connotation/denotation
Schemata - paradigm
controls eye
Motor function,
moving hands etc
Wernicke’s - sees
images
memory
Broca’s area
encodes speech
Speech
production
context
Brain decides on which stimuli to attend to
Gestalt Theory
Jessica, age 4:
‘Say that again. I didn’t hear you. I was listening to my toast’
Owens, 2001: flyleaf
Derren Brown
Emotions
’
Saatchi and Saatchi
www.lovemarks.com
Further reading
Descarte’s Error Antonio Damasio
Millward Brown
Advert Stimuli
Chemical secretion
Heart; Skin; Muscle; Pupils etc
Goal/Need Significance Check
Coping Potential Check
Norm/Self Compatibility Check
7
fear; anger; love; happiness; sadness; surprise; disgust
Fear
love
Disgust
Surprise
ANGER
What affects the emotions?
•Voice
•Face
•Music
•Colour
The unconscious-subconscious mind
The Century of the Self
The triune brain
Unconscious
Subconscious
Conscious
Sigmund Freud
Unconscious
Animal desires
sex
power
food
Flake
Marks and Spencer
Flake
Subconscious
Fears, dreams and anxiety
Oral retention
Anal retention
Sublimated anxiety
psychoanalysis
Vance Packard The Hidden Persuaders
Emotional security
reassurance of worth
ego gratification
creative outlets
love objects
sense of power
sense of roots
immortality
Basic fears
being lonely
being out of date
old age
incompetence
ignorance
being unattractive
failure
being stupid/laughed at
being boring/unadventurous
being timid
being powerless
lacking roots or stability
being exploited
Types of Appeal
quality
novelty
good value
snobbery - only certain people use product
stars - famous person likes product
sex
fear- if you do not use product you will be unsuccessful
desire to conform - everybody is using product
humour - you like the advert, you will like the product
cleverness- if you can understand this advert you are intelligent/have special knowledge
fantasy - your dreams will come true fi you buy the product
lifestyle - if you like the clothes/music/furniture in the advert you will like product
‘science’ - product has new formula
Conscious
Aware
but
controlled by sub and un
cannot accept unconscious drives
Edward Bernays
‘constantly moving happiness machines’
Herbert Hoover29/4/2002 The Century of the Self
schemata - paradigm
How were these named?
Boost - what it does
Flake - what it looks like
Picnic - metaphor
Milky Way - metaphor/what it looks like/what is contains
Milky Way
Metaphor
Ripple - what it looks like
Crunchie - what it sounds like (onomatopoeia)
Maltesers - what it contains
Double Decker - metaphor
Mars - named after its creator
The logo
The logo
‘Ads usually end with the ..logo in the lower right-hand
corner, the last thing read and the answer to what is posed
above’
Myers, Words in Ads, p.139
‘Logo’ is Greek for word.
It acts in the same way a word does - a symbolic sign.
Logos are symbolic signs
they are created using
1. Other signs’ connotations
2. Colour
3. Lettering
Lettering
Graphology
This is part of paralanguage of adverts - expression away
from words
Size
angle
font
colour
Size - comparatively size on the page can connote
power or weakness or whatever connotation is
anchored by the other signs
Angle - letters going forward can connote speed,
backwards calmness.
Moving upwards can connote success
font
The Art of Rhetoric
‘The word ‘rhetoric’ …refers to those techniques,
usually verbal, that are designed and employed to
persuade and impress people’
Dyer, p.158
I have a dream
utility
symbolism
personalisation
lifestyle
Image
including
product
slogan
tagline
logo
monosyllables
Rhetoric – identify the devices in the image
assonance
assonance
pun
assonance
alliteration
rhyme
alliteration
assonance
alliteration
Gillian Dyer
The Rhetoric of Advertising
Addition
Suppression
Substitution
Addition
Repetition (sound/word)
Rhyme
Simile
Accumulation
Antithesis
Suppression
Ellipses
Suspension
Substitution
Hyperbole
Metaphor
Pun
Addition
Repetition of ...
sound
word
phrase
BREATHE. AROMA THAT SOFTLY, SUBTLY
CATCHES THE ATTENTION, THEN CHARMS
INTO WILFUL SUBMISSION. A BEWITCHING
KISS OF FLAVOUR, BORN TO A GENTLE
ARABICA BEAN. COFFEE THAT COULD ONLY
EVER COME FROM THE HEART OF
COLOMBIA. AND THE SOUL OF NESCAFE.
For people who truly, madly, deeply love coffee.
Similarity
rhyme
simile/metaphor
Double meaning
pun
Pun
A word with 2 or more meanings
Rose
Miss
Sink
Left
ellipses -something missing that should be there
suspension - holding back part of the message until later
Suppression
Substitution
hyperbole - exaggerated language
pronouns
You
Repetition of key
words
Alliteration
Repetition of sound at
the beginning of words
in close proximity
Assonance
Repetition of
vowel sound
within words
in close
proximity
Harsh sounds
harsh sounds
soft sounds
Harsh: a b c d e f g I k n o p t
Soft: a c e g h I j l m o q r s u v w x y z
Grammar
Pronouns
We
inclusive includes the audience - presumes agreement
exclusive ‘personalises huge and impersonal companies’
Myers Words in Ads, p.82
I
personalises company - hard to disagree with an I
“Advertising language is generally informal and
colloquial…
Sentences are usually simply constructed and short.
The prospective customer is continually exhorted: ‘Buy X’,
‘Find out about…’. ‘Try it today’
The tone is jocular…
the grammar is abbreviated and disjointed”
Dyer, 1982: 144
Adjectives: e.g. good/better/best, free fresh delicious,
special, new
Unfamiliar adjectives and adverbs: eg tomatoful,
cookability, falvoursome
Adjectival compounds: e.g. radiantly-glowing, quickdrying
Non-standard English Beanz meanz Heinz, Drinka
Pinta Milka Day
Personification: give an object human qualities e.g
‘shades that get up in the morning’
Rhythm
Beat
monosyllables - one beat