COMM 3444 Advertising Society What is Advertising What is Advertising How do you define an ad What counts What is advertising to give notice to inform to notify to make known a paid non personal message from an identifiable source delivered through a mass mediated channel that is designed to persuade Distinguish from related concepts Public Relations PR Personal selling Successful advertising Information Reasoning Emphasis Advertising is Everywhere We are literally bombarded by advertising We see between 250 5000 ads PER DAY The amount of money spent on advertising has grown 1900 500 million all forms of advertising 1940 2 billion 1980 60 billion 2000 200 billion Result Ad Clutter More than just traditional media placement Ambient advertising Ad creep More than just traditional media placement Naming Rights More than just traditional media placement Product placement Cheerios product placement Product Placement Nielsen 2011 Goals of Advertising intended effects Awareness Breaking through the clutter Influence Attitudes Behavior Opinion Creation Canalization channel existing needs to the product Opinion Conversion Action But immunization can occur too Product Differentiation Distinguish from competition Relevant differences Perception of difference Branding Product vs Brand Crucial to a product s success Positioning identity Recognition and loyalty Toyota minivan Honda minivan Product vs Brand Crucial to a product s success Positioning identity Recognition and loyalty Does it work Preference for advertised brands What proportion of consumers buy the brand name 80 Better product or better branding 5 10 lb 2 66 lb Video The Persuaders Clutter Paradox for advertiser Vicious cycle Emotional connection Branding PBS The Persuaders Criticism Advertising makes people materialistic But how much is too much 1 Strive for more Buy buy buy 2 Perhaps less is more Satisfaction through other means Conservation Criticism Advertising is deceptive What is deceptive 1 Better world 2 Puffery The best of its kind The most beautiful The finest L Oreal ad Linguistic Devices used by True but Deceptive Advertising Hedges Elliptical comparatives Implied causation Linguistic Devices used by True but Deceptive Advertising Implied slur on competition Linguistic Devices used by True but Deceptive Advertising Pseudo science Criticism Advertising is Manipulative Subliminal Advertising Criticism Advertising Invades our privacy Tracking products Selling names Criticism Advertising is a poor source of information Bias Inefficiency Survey 80 of Americans believe TV advertising offers primarily deceptive persuasion Only 17 say it s a good source of info Advertising Literacy Awareness of exposure Building knowledge structures What is the ad really selling What are your needs Where did they originate
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