ADPR 3100 1st Edition Lecture 1 Outline of Last Lecture I This is the first lecture Outline of Current Lecture II Roles of Advertising III Definitions of Effectiveness IV Perspectives for explaining effectiveness a Behaviorism b Rationalism c Culturalism Current Lecture Effectiveness Advertiser s goal is to be effective o That s why billions of dollars are spent What is effectiveness o Possibilities Ads cause you to buy powerful Behaviorism Persuade you to buy not powerful Pressure you to buy potentially powerful The expectations we feel about what we should and shouldn t do Behaviorism Needs urges and instincts we cannot control o Food and water shelter etc These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute o Romance aggression fear etc Can be controlled by others Innate drives and urges can be conditioned to certain stimuli o Using ads as stimulies to condition these kinds of responses Symbols ads as universal stimuli Advertising is powerful Conditioning Classic conditioning Modification of involuntary reflex behavior Behaviorist view of advertiser s role Create stimuli ads to condition responses that benefit the product service Overt o Nothing hidden ads clearly and explicitly show ex female sexualized bodies Subliminal o Ads appeal to the subconscious embeds some kind of hidden message starts to make people behave a certain kind of way Theory of Representation Symbolism o Isolated textual characteristic of an ad specific meaning o EX long cylindrical shape always phallic It always means that it is a phallic symbol Rationalism Needs and wishes individual known and controllable Rational self interest rational choice Enlightenment period rational choices people use reason Dependable information ads crucial for informed decisions Advertising is not powerful Rationalist view of advertiser s role Deliver Representation Denotation Intrinsic information Reason why advertising o people make choices based on reasons o call outs what is actually on the ad 3 Pressure you to buy third notion of what effectiveness means ads pressure people Culturalism o Born into and taught general ways of understanding the world Assumed to be natural and commonsense Taken for granted pressure o what we feel when we confront some of these deeply learned conventions o EX here at UGA we have felt anxious before a big exam o Pressures in advertising can be negative or positive o Negative things you don t want to happen Ex Don t be left out in the cold buy this product EX Don t be undesirable to boys buy this product o Positive something you want Ex Be successful buy this product Ex Be sexy but this product Representation Signification o Meaning not in the message o Meaning made through associations o We learn and internalize the meaning of particular assocations Cultralism Live in a sea of learned often taken for granted meanings
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