ADPR 3100 01 06 2014 What Is Advertising Why study Advertising 2015 estimated 603 billion spent on advertising relevant for scholars and for career Relevant throughout the university Advertising Businesses o Marketing Promotion communication Advertising PR direct response personal selling viral selling events packaging promotions sponsorships o Society Industry Ads Future present and past Roles of Advertising Roles of advertising Definitions of effectiveness Perspectives for explaining effectiveness o Behaviorism o Rationalism o Culturalism Effectiveness Advertisers goal is effectiveness What is effectiveness Possibilities Effectiveness means o Cause you to buy powerful o Persuade you to buy not powerful o Pressure you to buy potentially powerful 1 Cause you to buy POWERFUL behaviorism o needs urges and instincts we cannot control food water and shelter etc romance aggression fear etc o can be controlled Conditioning 01 06 2014 o Classical conditioning o Modification of involuntary reflex behavior o Ian Pavlov Behaviorist view of advertisers role Create stimuli ads to condition responses that benefit the product service Overt Subliminal ads are used to appeal to the subconscious Theory of representation Symbolism o Isolated textual characteristic specific meaning o E g long cylindrical shape always phallic Behaviorism Innate drives and urges can be conditioned to certain stimuli Symbols ads as universal stimuli Advertising is powerful 2 Persuade you to buy NOT POWERFUL Rationalism o Needs and wishes individual known and controllable o Rational self interest rational choice o Enlightenment individual everyone is in control of their own destiny Rationalist view of Advertisers role Deliver dependable truthful information Representation Denotation Intrinsic information reason why advertising Rationalism Rational choices Dependable information ads crucial for informed decisions Advertising is not powerful 3 Pressure you to buy POTENTIALLY POWERFUL Culturalism o Born into and taught general ways of understanding the world o Assumed to be natural and commonsense o Taken for granted Pressure o negative positive Culturalism Representation Signification o Meaning not in the message o Meaning made through associations Textual and social o We learn and internalize the meaning of particular associations Associational Meaning Culturalism Live in a sea of learned often taken for granted meanings Ads select and remake meanings Advertising can potentially be powerful o No guarantee Roles of Advertising Capitalism Advertising 01 06 2014 Notices and announcements throughout recorded human history Early capitalist societies merchants began to organize publicity to sell goods Consumer society created need and means for an advertising industry Advertising a recent development Advertising is an integral part of a particular kind of society Has there always been advertising Notices and announcements Change medieval modern Social Status Purpose of life Getting goods Emerging Problem Production o Make a bunch of goods they want to sell Distribution o Set out so people buy Consumption o Merchants pay and cover your expenses and get a little extra ADVERTISING MAIN PURPOSE pressure persuade people to buy your product Emergence of consumer society o Society whose job is to get people to buy products o Beginning of jobs in advertising Recorded History Notices announcements persuasion Capitalism Messages paid for by merchants Consumer Society Industry that makes the messages Notices and announcements Paid for by merchants Industry that makes the messages All 3 advertising Very recent development only been around for 150 years Capitalism advertising Recorded human history notices and announcements Pre and early capitalist societies Paid notices announcement Emergence of consumer society Need and means for advertising industry Advertising is a recent development Advertising is an integral part of a specific kind of society Advertising Rhetoric 01 06 2014 Advertising Rhetoric Definition Visual Rhetoric o Allegory o Mimesis o A Show Narrative Rhetoric o Epigram o Advice o Parable Medieval to Modern Changes Continuities Images and stories in advertising Advertising is a modern invention But reuses ancient ways of picturing the world and telling stories Rhetoric Classical definition o Techniques that speakers use to connect to audiences Rhetoric as applied to advertising o Techniques that ads use to connect us to products Visual rhetoric narrative rhetoric Visual Rhetoric Allegory o Symbols that reveal the nature of the world o Presents basic truths about the world Mimesis o Images as windows on the world Perspective System Horizon line Orthogonal Vanishing point Observation Mimesis in ads Reality true More compelling A Show Music dance production o Flattery put on just for us o Entertainment put on just for us Narrative Rhetoric Visual rhetoric Ways of showing Narrative rhetoric Ways of telling Narrative Epigram Short paradoxical statement of surprising insight o Little strokes fell great oaks Ben Franklin o To define the beautiful is to misunderstand it Fernando Pessoa o I can resist everything except temptation Oscar Wilde o Art is a lie that makes us realize the truth Pablo Picasso Reveal hidden surprising truth Narrative Advice Personal interaction o They care about you individually o They want what is best for us Narrative Parable A story that teaches a lesson Learn a basic truth Importance of the product Importance of the truth Combinations Rhetoric and acceptance Effective advertising depends on people accepting the message Effective rhetoric encourages acceptance Advertising uses age old rhetoric Rise of Agencies How agencies solved problems for business and media 01 06 2014 Emergence and changing roles of ad agents and agencies Example N W Ayers Co 19th c conditions expanding industrial production expanding markets Advertising problems for businesses Which publications to advertise in 20 000 nationally no central list telegraph and mail only Advertising problems for media How to keep track of advertising revenue o Up to 300 400 separate advertisers per issue How to increase profits o Increase price o Increase quantity Ad agencies For businesses o Managed advertising placement For media companies o Took over billing o Created a new revenue source Sell audiences to businesses Increased importance of advertising revenue Two Changes Open contracts o Publicize cost for ad space o No secret deals Agents worked