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U of M JOUR 3745 - Advertising and Commercials

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JOUR 3745 1st Edition Lecture 20Outline of Last Lecture I. Fascination with celebritiesa. Parasocial interactions b. Audience types II. TabloidsIII. Paparazzia. MendelsonOutline of current lecture:1) Elements of advertisinga. Intended effectsb. Actual effects2) Debates about advertisinga. Issues with advertising3) Pro Advertising4) Commercials Current Lecture:Media and Advertising4 elements of advertising:1. Paid2. Mediated 3. Identifiable source4. Intent to persuade Intended effect:- Exposed to advertisement- hope you have a positive about a brand- purchase from brand- Attitude toward brand influences purchases - Persuade you to change possible bad attitudeThese 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.- Actual Effect- how the ad actual makes you feelLarger Debates About Advertising and the Response - Demand creation vs. demand response – activates an existing need- Materialism v. Self-control – we work to purchase things vs. we have self control- Shaping vs. Mirroring – shaping our culture vs. reflecting our stereotypes- Manipulation vs. persuasion (passive v. active audience) - Monolithic industry vs. Diversified (separate competitive agencies) Specific Issues With Advertising- Product placement- Body and self image- Advertising to children- Controversial products - Stereotypes Pro Advertising- (entertainment and pop culture)1) Supports the media and entertainment industries2) Reflects culture and can sometimes be considered art (maybe even “High art”)Commercials Deal With:1) Rebirth- Snickers commercial 2010 superbowl 2) Quest 3) Rags to riches4) Journey and Return 5) Tragedy 6) Comedy 7) Parody 8) Overcoming the


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