Transcript Powerpoint
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. why they are effective persuasive messages 2. 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 wellknown person or organization 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... If the commercial looks like any old family then you have plain folks. BANDWAGON The suggestion that everyone is using or doing something ex. Canada’s number 1 brand Coke SNOB APPEAL The association of a product with a desirable lifestyle SPIN The attempt to turn negative evidence into something that the public will perceive positively. Used a lot in political Ads. And... PSAs are use Spin regularly… TLC FACTS AND FIGURES The implication that figures and statistics prove a point beyond dispute HIDDEN FEARS The exploitation of an individual’s fears and insecurities. Deodorant commercials Diaper commercials Most PSAs REPETITION The constant statement of an idea to fix the image of a product in the audience’s mind. ex. Make Poverty History PSA ex. Durex The most recent Becel campaign MAGIC INGREDIENTS The implication that a product’s effectiveness is scientifically based. skin and cosmetic products use this method all the time. WEASAL WORDS The use of vague terms to mislead the viewer into thinking the product is better than it really is. Up to... New... Fantastic... Super... The taste of real... Studies have shown... Only.. Nutritious... Because we care... Home-town proud... When only the best will do... For the ___________ in you... For a limited time only... Offer expires... As long as supplies last... Hurry! HOW TO VIEW ADVERTISEMENTS VIEW THE AD AS A WHOLE, CONSIDER: Your first impression of the ad its overall look its tone and atmosphere the storyline (if one exists), is there a climax and resolution? possible target audience BE SPECIFIC ABOUT THE AUDIENCE narrow it down is the ad placed properly to reach the intended audience? DETERMINE THE MESSAGE What atmosphere does it convey? What people are in the ad? Stereotypes? Body language? Celebrity? Why use this person? Is a story being told? Does the content imply a certain lifestyle? EXAMINE THE LANGUAGE USED What message is conveyed? Key words and phrases? Claims? What techniques are being used? Connotative and Denotative messages How effective is the advertisement in communicating a message? What emotional hooks are used? Will you remember the product or slogan? Social values? What social attitudes are indirectly reflected in the ad? REVIEWING PRINT ADVERTISEMENTS What is the focal point/centre of interest? How are visuals arranged? How does the print component contribute to the ad? Does colour affect the message of the ad? Does the product appear in ad? Where is it? The logo... http://funnycommercials.nl/e-trade-nozulla.mov http://video.google.com/videoplay?docid=7288925869883693602