what is advertising? advertising is the nonpersonal communication of information usually paid for...
TRANSCRIPT
What is advertising?
Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media."(Bovee, 1992, p. 7)
What is Propaganda
the spreading of ideas, information, or rumor for the purpose of helping or injuring an institution, a cause, or a person; ideas, facts, or allegations spread deliberately to further one's cause or to damage an opposing cause a public action having such an effect. (Webster's Collegiate Dictionary)
Billboards
Magazines
Newspapers
Z-mail
Telemarketing
Aerial Advertising
Flyers/Posters
TV Commercials
Movie Ads
Internet Ads
How much advertising are we exposed to?
TelevisionOur class results
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PrintOur class results
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RadioOur class results
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How does advertising influence us?
Language
Music
Camera Angles
Digital Images
Associations
Emotions
Sex AppealSnob AppealAppeal to AuthorityPlain Folks AppealBandwagon Appeal
Common Appeals
Sex Appeal: The use of sex to sell a product.
Appeal to man: Minimal criteria for sexual desire.
Appeal to woman: More difficult to appeal to women’s desire in an ad.
Appeal to man or woman?
Appeal to man or woman?
Appeal to man or woman?
Snob Appeal
The consumer will join the ranks of the elite by using the product.
Why is this snob appeal?
Why is this snob appeal?
Appeal to Authority
This selling device depends on a spokesperson, a television star, a well-known athlete, or a public figure to endorse the item. Use of the product will make the consumer as wealthy, famous, talented, or beautiful as the spokesperson.
How can this guy help sell underwear?
Why is this authority?
Plain Folks Appeal
Reverse snob appeal applies here. "Good ol' boys like us believe in plain, good-quality items. None of this fancy stuff."
Why is this a plain folk appeal?
Bandwagon Appeal
These messages tell you that "everybody is doing it" and you should join in. The technique is often used by organizations that are recruiting new members or participation in a specific activity.
Why is this bandwagon?
Resources http://www.wsu.edu:8080/~taflinge/sex.html sex in
advertising, diamond ad, Ultres ad http://www.coe.ufl.edu/courses/edtech/vault/SS/20s/
Snob.html snob appeal ad
http://www.nevada.edu/~ldr/lesson7ads.html Marlboro Man ad
http://www.lostbrain.com/opinion/travis/jordanbriefs.html Michael Jordan ad
http://www.phringe.org/album/politics/ Clinton ad http://www.ads.com all other ads used