advertisement analysis presentation
DESCRIPTION
TRANSCRIPT
Analyzing Visual and Verbal RhetoricAllyn & Bacon Ch. 3 - 5 and 11
- Angle of Vision•Controlling what the audience perceives by careful consideration of WHAT and HOW information is conveyed.
“There is always more than one way to tell a
story”Greasy vs. Succulent/ Juicy
Details vs. No Details (i.e. Shows up on time and does his/her work vs. exceeds expectations and thinks outside the box)
Small vs. Fun Size
Cramped vs. Cozy
Perspectives/ Biases of Audience (and advertiser) Influenced by:
Life Experiences
Socio-economic class
Politics and culture (both personal, national, and generational)
Values (including Religion)
Gender
Race/Ethnicity/Nationality
Desires
Ability to empathize and rationalize outside our experience
Rhetorical Appeals
Advertisers study target demographics (i.e. upper middle class Caucasian Females in their 40s and above who like to play sports) in order to understand their perspectives, desires, needs, and fears etc. and appeal to them.
Let’s think about this using parity products and Fast Moving Consumer Goods.
Ads not only draw from our desires, culture, lifestyle politics, and beliefs; they help shape them.
Advertising’s Fifteen Basic Appeals
The Illustrious FifteenSex
Affiliation
Nurture
Guidance
Aggress
Achieve
Curiosity
Physiological Needs
Dominate
Prominence
Attention
Autonomy
Escape
Feel Safe
Aesthetic Sensations
Context is King: Ads engage in discourse with publications,
society, places, and events etc.
What do you want to emphasize? What do you
want to de-emphasize?
Textual Rhetoric (“The right words in the right places”)
Fonts and style
Color
Orientation / Layout
Word Choice (connotations)
Sentence and Paragraph structure
Abstract vs. Concrete Words
Voice/ Tone
Visual Rhetoric
Angle of VisionCamera Angles
Role of the photographer
Relationship btw. people, objects, and place
Filters and Focus
Artistic merit
Compositional Features
Setting (including all features such as furniture)
Social Meaning of objects
Character roles
Clothing
Relationships btw. images and words
Context of the image