ADPR 3100 1st Edition Lecture 3 Outline of Last Lecture I Change medieval modern II Recorded history III Capitalism advertising Outline of Current Lecture II Visual Rhetorics A Allegory B Mimesis C A show III Narrative Rhetorics a Epigram b Advice c Parable IV Combinations of rhetorics Current Lecture Medieval to Modern Changes changes in what has become advertising changes from medieval world to modern world Continuities However some things have continued on the way they have o Ex popularity of astrology religion continues today to be of crucial importance to people The way in which advertising talks to us has also stayed the same presents its claims about products services Images and stories in advertising Only been around 150 years in the form we know it today o Advertising is a modern invention 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 But reuses ancient ways of picturing the world and telling stories Rhetoric Classic definition techniques that speakers use to connect to audiences Rhetoric as applied to advertising o Rhetoric as techniques that ads use to connect us with products o Visual rhetorics and narrative rhetorics these rhetorics were not invented by advertising but centuries before today s advertising emerged advertisers just reuse this stuff Visual rhetorics Allegory o Symbols that reveal the nature of the world Ex Cupid An image of a naked young boy with wings with bow and arrow if you understand him literally you miss the point entirely cupid is an allegory telling us a story about what love is like in the world cupid is a figure but how he behaves illustrates something about love and romance this is how an allegorical image works Ex Botticelli s Venus from Renaissance Venus the goddess of love comes up from the unknown waters in a shell and is naked allegory that land represents society must put clothes on to fit in with society o TODAY IN ADVERTISING a beautiful angel on a cloud pouring water down it is heavenly and pure water no headline we all understand the allegorical image of an angel and what it means o An allegory tries to present important truths about the world and in advertising it will link the claim about the product with these basic important truths Mimesis o Any image that you see feels like you are being shown something real images as windows on the world o Background on this the idea of optics o Perspective system must include a horizon line it will feel more realistic o Mimesis in ads Any picture taken with a camera will operate with this mimesis EX boy opens a plate for Christmas not excited shot with a camera that converges on the poor kid Feels like it is a slice of life this is because it reproduces this perspective system o Mimesis is a way to make an ad with pictures that seem to be showing us reality so then it must be true A show o It is a big music and dance production number o By looking at this you think someone is performing just for you just for the benefit of my enjoyment It works through flattery One person shows ex a guy dancing by himself in his boxers ad for boxers or huge production numbers Toyota everyone dancing around the Toyota car in all different places o Entertainment put on just for us o Flattery we re the center of attention Narrative rhetorics A visual rhetoric is a way of showing us something a narrative rhetoric is a way of telling us something Epigram o A short paradoxical statement of surprising insight A single statement combines two contradictory ideas Ex little strokes fell great oaks Benjamin Franklin A little bit of effort each day and eventually will chop down tree Ex to define the beautiful is to misunderstand it Fernando Pessoa Ex I can resist everything except temptation Oscar Wilde Ex art is a lie that makes us realize the truth Picasso o AD using Epigram One day we will create the perfect guitar Its just that the next day we will realize perfection could use some improving o Epigram reveals hidden surprising truth Advice o Personal interaction they care about you individually o Ex Ad for a dieting product saying I had no idea it could be this easy talked about how easy it was too lose weight in 3 weeks Done by Maria there is no Maria but takes the form of advice from this person to you individually o Ex a baby pretending to talk but really a man s voice coming out giving advice about investments stock baby says if I could do it you could do it o Ex Old Spice man giving advice to ladies for their man to wear it the sense that they care about us and flatter us with personal attention they want what is best for us Parable o A story that teaches a lesson Many religious parables Fables ex Story of the tortious and the hair o Parables in AD Ex Camera ad two kids eating watermelon laughing and says what a shot Make sure you get a canon camera to catch these shots of your cute kids Ex no one can put a price on the treasures of your computer buy into our system and you can treasure all these photos that you can t replace o Parable v advice advise has an identifiable person presenting it to you parable doesn t have an identifiable person but also isn t explicit on what the parable is you have to dig down and think about the lesson o PARABLE teach a basic truth but must dig underneath surface to figure out what lesson that is also linking the important of truth to what the product can do and provide for you Combinations These rhetorics are used in combinations in ads Ex guy walking sees himself in the reflection as a baby girl comes and does the same thing dancing in their reflection drink Evian water and live young o Allegory baby youth and energy o Mimesis looks real inlights the craziness of the action o A show a performance for us Rhetorics and acceptance Effective advertising depends on people accepting the message o People can t gullibly believe it but people consider it find some kind of link to themselves Effective rhetorics encourage acceptance Advertising uses age old rhetorics to do this