Medieval to ModernChanges: changes in what has become advertising, changes from medieval world to modern worldContinuities: However, some things have continued on the way they haveEx: 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/servicesImages and stories in advertisingOnly been around 150 years in the form we know it todayAdvertising is a modern inventionBut reuses ancient ways of picturing the world and telling storiesRhetoricClassic definition: techniques that speakers use to connect to audiencesRhetoric as applied to advertising:Rhetoric as techniques that ads use to connect us with products*Visual rhetorics and narrative rhetoricsVisual rhetoricsAllegorySymbols that reveal the nature of the worldEx: CupidAn 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 worksEx: Botticelli’s “Venus” from RenaissanceVenus 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 societyTODAY 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)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 truthsMimesisAny image that you see feels like you are being shown something real, images as “windows on the world”Background on this: the idea of opticsPerspective system: must include a horizon line, it will feel more realisticMimesis in ads:Any picture taken with a camera will operate with this mimesisEX: boy opens a plate for Christmas (not excited), shot with a camera that converges on the poor kidFeels like it is a slice of life, this is because it reproduces this perspective systemMimesis is a way to make an ad with pictures that seem to be showing us reality, so then it must be trueA showIt is a big music and dance production numberBy looking at this, you think someone is performing just for you, just for the benefit of my enjoymentIt 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 placesEntertainment put on just for usFlattery: we’re the center of attentionNarrative rhetoricsA visual rhetoric is a way of showing us something, a narrative rhetoric is a way of telling us somethingEpigramA short paradoxical statement of surprising insightA single statement combines two contradictory ideasEx: little strokes / fell great oaks (Benjamin Franklin)A little bit of effort each day and eventually will chop down treeEx: 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)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”Epigram reveals hidden, surprising truthAdvicePersonal interaction they care about you individuallyEx: 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 weeksDone by “Maria” there is no Maria, but takes the form of advice from this person to you individuallyEx: 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”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 usParableA story that teaches a lessonMany religious parablesFables ex. Story of the tortious and the hairParables 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 kidsEx: “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 replaceParable 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 lessonPARABLE: 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 youCombinationsThese rhetorics are used in combinations in adsEx: 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 youngAllegory: baby = youth and energyMimesis: looks real, inlights the craziness of the actionA show: a performance for usRhetorics and acceptanceEffective advertising depends on people accepting the messagePeople can’t gullibly believe it, but people consider it  find some kind of link to themselvesEffective rhetorics encourage acceptanceAdvertising uses age-old rhetorics to do thisADPR 3100 1st Edition Lecture 3 Outline of Last Lecture I. Change medieval/modernII. Recorded history III. Capitalism/advertising Outline of Current Lecture II. Visual RhetoricsA. Allegory B. MimesisC. A showIII. Narrative Rhetoricsa. Epigramb. Advicec. 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 todayo Advertising is a modern inventionThese notes represent a detailed interpretation of the professor’s