Effectiveness?Advertiser’s goal is to be effectiveThat’s why billions of dollars are spentWhat is “effectiveness”?Possibilities:Ads cause you to buy (powerful)BehaviorismPersuade you to buy (not powerful)Pressure you to buy (potentially powerful)The expectations we feel about what we should and shouldn’t doBehaviorismNeeds, urges, and instincts we cannot controlFood and water, shelter, etc.Romance, aggression, fear, etc.Can be controlled by othersInnate drives and urges can be conditioned to certain stimuliUsing ads as stimulies to condition these kinds of responsesSymbols (ads) as universal stimuliAdvertising is powerfulConditioningClassic conditioningModification of involuntary reflex behaviorBehaviorist view of advertiser’s roleCreate stimuli (ads) to condition responses that benefit the product/serviceOvertNothing hidden, ads clearly and explicitly show (ex: female sexualized bodies)SubliminalAds appeal to the subconscious, embeds some kind of hidden message, starts to make people behave a certain kind of wayTheory of RepresentationSymbolismIsolated textual characteristic of an ad = specific meaningEX: long cylindrical shape always phallicIt always means that it is a phallic symbolRationalismNeeds and wishes individual, known, and controllableRational self-interest, rational choice“Enlightenment” periodrational choices—people use reasonDependable information (ads) crucial for informed decisionsAdvertising is not powerfulRationalist view of advertiser’s roleDeliverRepresentationDenotationIntrinsic information“Reason why” advertisingpeople make choices based on reasonscall outs—what is actually on the ad3. Pressure you to buythird notion of what effectiveness meansads pressure peopleCulturalismBorn into and taught general ways of understanding the worldAssumed to be “natural” and commonsenseTaken for granted“pressure’what we feel when we confront some of these deeply learned conventionsEX: here at UGA we have felt anxious before a big examPressures in advertising can be negative or positiveNegative—things you don’t want to happenEx. Don’t be left out in the cold, buy this productEX. Don’t be undesirable to boys, buy this productPositive—something you wantEx. Be successful, buy this productEx. Be sexy, but this productRepresentationSignificationMeaning not in the messageMeaning made through associationsWe learn and internalize the meaning of particular assocationsCultralismLive in a sea of learned, often taken for granted meaningsADPR 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 effectivenessa. Behaviorism b. Rationalism c. Culturalism Current Lecture Effectiveness?- Advertiser’s goal is to be effectiveo 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 - Overto Nothing hidden, ads clearly and explicitly show (ex: female sexualized bodies)- Subliminal o Ads appeal to the subconscious, embeds some kind of hidden message, startsto make people behave a certain kind of way  Theory of Representation - Symbolism o Isolated textual characteristic of an ad = specific meaningo 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 - DeliverRepresentation- Denotation - Intrinsic information - “Reason why” advertising o people make choices based on reasons o call outs—what is actually on the ad3. 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 examo Pressures in advertising can be negative or positiveo 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 messageo 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