GoalsResearching the thinking behind advertising campaignsUnderstanding challenges to advertisingAssessing the substance and nature of such challengesWorking productively in a teamPurposeDescribe a particular challengePick a campaign that a particular group has a problem withAnalyze and asses the reasons for itAssess to what degree the challenge was warranted, justified, and successfulBuild greater awareness of avoiding challengesSTAGE 1(proposal due September 29)Key thingsCampaign in the time frame 1960 - 2014Must have been challenged by a named organizationCampaign, not a single adPost choice of campaign to eLC in “group project” topicPROPOSAL DETAILSOne pageIdentify this product/service/cause and the specific campaignTag lineNote the approximate dates the campaign appearedCampaign and when it was challengedName the organization that challenged itCite one news story from a newspaper or trade publication about the challengeBriefly summarize the reason for the challengeAttach one sample ad (or provide URL if video) and a print-out of the news storyMIDTERM PEER EVALUATIONS (due sept 29)Sent to me using process outlined laterSTAGE 2: REPORT AND PRESENTATIONSNov 17 – Dec 5Presentation 12 minutes maxPaper 10-12 pages plus referencesMany details and tips in the syllabusDEC 5: FINAL PAPERS AND FINAL PEER EVALS10/10/14UGA librariesResearch help  ADPR 3100FactivaWall street JournalBusiness source completeAdvertising ageAd weekMedia weekGeneral expectationsFull attribution (footnotes, endnotes, or ref list)Paper requirementsAnalyze ads using creative toolboxBe very explicit and clear with requirementsPresentationsEngaging interesting presentation.5/5 rule: no more than 5 bullet points, no more than 5 words15 minute maximumWhat was the campaign?Why was it challenged? By whom?What was the challenge justified? Or are they just going off on a tangentWhat would the most minor change be that could have headed off the challenge? What would be the smallest change in the campaignCreative toolboxMedia typesStaticDynamicImmsersiveOrganizationsHeadline/visualPitchStoryMontageTechniquiesVisual metaphorSynergyCharactersPlotInvolvement, explorationThe creative must understand these tools to use themAds are staticSynergy between visual and headlineMusic: sensualVisual metaphor: “Hot” these women are “hot” and so is this burgerDesire, lust, needdefined charactersinvolvementRoles of advertisingDefinitions of effectivenessPerspectives for explaining effectivenessBehaviorismRationalismCulturalismEffectiveness?Advertisers’ goals is effectiveness.What is “effectiveness?”PossibilitiesAd’s cause you to buy stuffPowerfulEXAMPLEbehaviorism  needs, urges and instincts we cannot control. Physical and emotionalMaybe these urges can be controlled?Conditioning classical conditioning  Pavlov’s dogPersuade you to buyNot powerful- ads can only tell you, not force youEX:Pressure you to buyPotentially powerful – no guaranteeEX:Behaviorists view of advertiser’s roleCreate stimuli (ads) to condition responses that benefit the product/servicesOvert  no secret behind the message. Sex for advertisingTake the natural response and transfer those emotions to the productSubliminal  you may not consciously see them, but your brain is processing them.Theory of representationSymbolismIsolated textual characteristic = specific meaningEg: long cylindrical shape always phallicBehaviorismInnate drives and urges can be conditioned to certain stimuliAdvertising is powerfulRationalismNeeds and wishes individual, known and controllableThere is nothing unconscious about our thought process, it is rational.“enlightenment” individualRationalists view of advertisers’ roledeliver dependable, truthful informationrepresentationdenotation  info is clear and logical, no hidden messageintrinsic information“reason-why” advertisingcan be interesting and visual as well  glass cleaner magic trickrationalismrational choicesdependable info (ads) crucial for informed decisions.Pressure you to buyCulturalismBorn into and taught general ways of understanding the worldAssumed to be “natural” and commonsense“pressure”negative & positivenegative: create anxietypositive: to warrant successrepresentationsignificationmeaning not in the message but meaning made through associationstextual and socialwe learn and internalize the meaning of particular associations.Associational meaningBulldog vs UgaUGA vs Dog BreedingAssociation in societyAn attitude on women in societyLive in a sea of learned, often taken-for-granted meaningsAds select and remake meaningsAdvertising can potentially be powerfulDEF OF EFFECTIVETHEORY OF REPRESENTATIONCLAIMBEHAVIORISMRATIONALISM8/22/14Capitalism/advertisingRecorded human history – notices and announcementsPre and early capitalists societies = + paid notices/announcementsEmergence of consumer society = + need an means for an advertising in industryAdvertising is a recent developmentAdvertisings is an integral part of a specific kind of societyHas there always been advertising?Notices and announcements been around for ages, ancient GreeceSimple ad.Criers  walking, talking ads.Change medieval/modernSocial statusMedieval  you station you were born into was the station you would dieModern  you can rise to whatever career you want toPurpose of lifeMedieval  suffer in life to prepare yourself spiritually for Heaven.Modern  simply enjoy yourselfGetting goodsMedieval  make everything for yourself or barter what you can’t make.Modern  we buy everythingIdeas and conditions for capitalismAdvertising in early capitalismbooksEmerging problemProduction  distribution  consumptionThe capacity to produce expanded: Industrial RevolutionDistribution had to increase  canals, rail roads risePeople weren’t buying enoughAdvertising comes in play. Convince people to buy70% of total economy is consumer spendingEmergence of consumer societyHas there always been advertising?Notices/announcements; persuasion by merchantsCapitalism messages paid for by merchantsConsumer society industry that makes the messagesALL THREE MAKE UP ADVERTISING8/27/14Advertising RhetoricDefinitionVisual rhetoricAllegoryMimesisA showNarrative rhetoricEpigramAdviceparableMedieval to modernchangescontinuitiesastrologyimages and stories in advertisingadvertising is a modern inventionbut reuses ancient ways of pictureng the world and telling stories.RhetoricClassical definitionStudy of