ADPR3100Exam # 1 Study Guide Lectures: 1 - 10Lecture 1 Roles of Advertising What is effectiveness?- The advertiser’s goal is to be effective - Possibilities of “effectiveness”o Ads cause you to buy (powerful) o Ads persuade you to buy (not powerful) o Ads pressure you to buy (potentially powerful) What is behaviorism?- Needs, urges, and instincts we cannot control, but can be controlled by others - Innate drives and urges can be conditioned to certain stimuli, we use ads as stimulus to condition these kind of responses - Ads as a universal stimuli - Advertising is power o Where as rationalism does not think advertising is powerful - Overt: nothing hidden, ads clear and explicit (ex: female sexualized bodies) - Subliminal: Ads appeal to the subconscious, embeds some kind of hidden message, starts to make people think in a certain way What is pressure in advertising?- What we feel when we confront some of these deeply learned conventions- Ex: Feeling anxious before an exam - NEGATIVE pressure  things you don’t want to happen o Don’t be left out in the cold, don’t be undesirable (buy this product) - POSITIVE pressure  something you want o Be successful, be sexy, buy this product Representation; signification: meaning not in the message, meaning made through associations,we learn and internalize the meaning of particular associationsLecture 2 How has advertising changed overtime? (From medieval to modern)- 3 ways: o Social status Medieval  you were born a merchant, die a merchant  Today  buy this product and become successful o Purpose of life  Medieval  purpose of life was to prepare for afterlife Today  okay to have fun/treat yourself, buy this product o Getting goods Medieval  people made what they ate and wore, or barter Today  we go to the stores, advertising is intended for us to buy stuff Emerging problem with production - It isn’t enough to produce, you have to distribute so then people have to go buy it and therefore consumption happens - Cycle between production  distribution  consumption - Consumption is where advertising comes in to play Capitalism and Advertising - Through recorded history, advertising has been notifying people you have something to sell - In the emergence of capitalist market societies, added dimension of messages paid for by merchants- In the emergence of consumer society you see emergence of an industry whose job is to create the messages Lecture 3 What is rhetoric in advertising? What are the two kinds and their dimensions?- Rhetoric as techniques that ads use to connect us with products - 2 KINDS OF RHETORIC: Visual & Narrative - Visual rhetorics: a way of showing us somethingo Allegory  symbols that revealed the nature of the world  Tries to present important truths about the world but you can’t take themliterally (ex: angel on a cloud pouring water down, so the water is heavenly and pure) o Mimesis  any image that you see that feels like you are being shown the world  The idea of optics, must include horizon line, makes an ad with pictures that seem to be showing us reality so then it must be trueo A show  It is a big music and dance production Makes you think someone is performing just for you, it works through flattery- Narrative rhetorics: a way of telling us somethingo Epigram  a short paradoxical statement of surprising insight “One day we will create the perfect guitar. It is just that the next day we will realize perfection could use some improving” o Advice  personal interaction saying they care about you individually  Ad for dieting product with “Maria” saying how good it was  Advice has an identifiable person o Parable  A story that teaches a lesson  Teach a basic truth, must dig underneath surface to figure out what the lesson is and link the truth to what the product can do for you  Parable doesn’t have an identifiable person- These rhetorics are used in combinations in ads to be effective, encourage acceptance Lecture 4 no lecture Lecture 5 What is a consumer society? What led to this?- Consumer society is when the primary means of support for an economy is citizens consuming - Not selling and making, but buying and using goods and services - Consumer society emerged because of the increase in personal earnings and spending, transition to nonfarm residents, and a greater need and means to buy - Buying went from an option to a necessity, shopping went from a means to an end to an end itself, and products went from utility to being solutions to key problems How have ways of buying changed?- Traditional way of buying was a country store containing a variety of generic goods and bought goods based off of merchant recommendation - Then there became department stores, which had huge selection of manufactured goods. Preferences of products were created by advertising and shopping became an “experience” - Also there was the development of mail-order houses, you could order online or phone Lecture 6 What is a “producer led” paradigm?- Common way of approaching advertising and marketing through the 1950s - Market management view of how to market and promote products -4 Ps  Product, Price, Promotion, Place - It stressed style over functionality - Producer-led advertising meant ads were put together by the rules - Believed that people weren’t that smart so babied their ads down- Belief that products were best massed produced Who are Claude Hopkins and Rosser Reeves?- Claude Hopkins and reason-why advertising o Believed advertising was a science, you should follow the laws of advertising to do effective advertising o Felt that products solve problems and believed in Ads that made logical appeals - Rosser Reeves and unique selling proposition o Only was concerned with “does the ad work?”o Key rules he believed you had to follow: repetition, continuity, single and simple message, and “unique selling proposition” Unique feature and benefit of your product that your competitors do not have Lecture 7 What is the creative revolution?- Producer-led paradigm until the 1960s then CREATIVE REVOLUTION and then consumer-led paradigm - Creative revolution emerged because people began to see advertising with cynicism (didn’t like how it talked to them like they were dumb, thought it made empty promises, thought it made people buy