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UGA ADPR 3100 - In class notes

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Roles 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 REPRESENTATIONCLAIMBEHAVIORISMRATIONALISM8.22.14Has there always been advertising?Notices and announcementsChange medieval/modernSocial status“Entered by your own personal effort, you can make what ever you want to be in the world”In medieval world, the station you were born into was the station you would die in toNowadays, in the US, if you work hard enough and try you can potentially be what you want to beNowadays advertising, advertising products are advertised to you by what will help you, what will benefit you, and do good for youPurpose of lifeMedieval speaking, purpose of life was the ultimate goal of doing good to get into heaven.Nowadays, advertising is simply for you to enjoy yourself, enjoy life, don’t take it too seriouslyGetting goodsMedieval life: trading goods to get what you need in lifeToday: all of the things we need to live, we buy it<Ideas and conditions for capitalism>Advertising in Early CapitalismEmerging ProblemsProduction  distribution  ConsumptionAugust 27, 2014Advertising RhetoricDefinitionVisual RhetoricAllegoryMimesisA showNarrative RhetoricEpigramAdviceParableMedieval to ModernChangesContinuities- connections between ancient world and todayAstrologyImages and stories in AdvertisingAdvertising is a modern inventionBut reuses ancient ways of picturing the world and telling storiesRhetoricClassical definition: study of techniques by which speakers connect themselves with their audiencesStudy of body movement to connect ourselves to our audiences as a speakerAs applied to advertising-Techniques that ads use to connect consumers(audiences/us) to productsVisual Rhetorics(looks and appears) and narrative rhetorics(how story is told)Visual Rhetoric: ways of showingAllegorySymbols that reveal the nature of the worldGive us an insight of an aspect of how the world worksExamples: Cupid- representing love and romance, telling us something of love and romance and how it works. How he is playful, unpredictable, can’t plan to have him there, he just shows up- can’t chose who you loveExample: Boticelli’s Venus- goddess of loveAllegory: demonstrate basic truths of the worldMimesisImages as “windows on the world”Reality, showing what is actually going on in the worldOpticsPerspective systemTo make realistic: horizon line(the point in which the sky meets the ground)Orthogonals (a line that sets where all your straight lines will be)All orthogonols come together at the vanishing pointObservation, not participationNo one is looking at you, you are looking at themMimesis in adsAnything taken from a camera is a mimetic imageReality, trueA showMusic/dance productionDemonstrationFlattery; put on just for usCan come in big show or smaller scale showsClearly entertaining for an audienceFlattery; we’re the center of attention, encouraging us to pay attention to the adNarrative Rhetoric- Ways of telling a storyEpigram: short paradoxical statement of surprising insightLittle stroked/fell great oaks –Benjamin Franklin talking about conquering a huge challenge by doing small things to accomplish itTo define the beautiful is to misunderstand it –Fernando Pessoa saying something can be understood by a radical formulaI can resist everything every except temptation _Oscar Wilde giving a view of himselfArt is a lie that makes us realize the truth –Pablo PicassoSeeks to reveal a hidden, surprising truthCombining two opposites-paradoxAdvice: personal interaction, some one trying to help you, that cares about you individuallyFlatters us with personal attention, feels authentic and truthfulThat they want the best for usParable: story that teaches a lesson about the world and how it worksEx: Asops fables; slow and steady wins the raceEx: canon camera’s parable of “the lost moments” of what you need to capture in a picture and hold on toLearn a basic truthImportance of the productRhetorics: are combinationsRhetorics and AcceptanceEffective advertising depends on people accepting the messagePeople paying attention to the ad and thinking about itEffective rhetorics encourage acceptanceAdvertising uses age-old rhetoricsIntro to Advertising8/29/14Rise of Agencies: How agencies solved problems for businesses and media. Emergence


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