ADPR 3100 1nd Edition Lecture 1 Outline of Current Lecture I Advertising Medieval to Modern Era II Types of Advertising a Rhetoric b Visual advertising c Narrative advertising Current Lecture Advertising Medieval to Modern o Changes o Continuities Astrology Images and stories in Advertising o Modern invention o Reuses ancient ways of picturing the world and telling stories Rhetoric o The study of techniques by which speakers connect themselves with audiences how to speak with diction and tone to maintain interest o Applied to advertising techniques that ads use to connect us to products aka engagement o Visual rhetoric how something looks narrative how the story is told Visual Allegory o Symbols that reveal the nature of the world o ARHI o Ex Red Black rep UGA o Ex cupid love and romance playful and unpredictable like love o Ex Zephyr and Aura blowing Venus to land so 1 of the 3 Graces is going to cloak her when she gets to land irrational and impulsive o Ex Evian ad with black cupid you think the water is pure These 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 o Ex Land Rover For all terrains 2 figures fighting over the car nature vs civilization the car can go either way which is why both are fighting over it o Present basic truths about the world Visual Mimesis o Images as windows on the world o Optics Converging lines in a drawing when creating dimension in pieces o Perspective System Leonardo and why his piece looks realistic Horizontal line when the sky meets the ground Orthogonal converge at a vanishing point to show which angle you need to place things Observation not participation Creating realism o Mimesis in Ads Anything taken by a camera or video Ex Harley Davidson static ad Ex Dial video ad and Xbox Christmas ad for Target feels like a slice of life Honda CRV make the impossible possible with optical illusions Reality is true Visual A Show o Music dance production o Flattery put on just for us o Shows Cadbury weird eyebrow kid commercial Volvo 18 wheeler split commercial o Entertainment put on just for us o Flattery we re the center of attention Narrative Rhetorics o Visual rhetorics ways of showing o Narrative rhetorics ways of telling Narrative Epigram o Short paradoxical taking two things that are opp but saying they are connected statement of surprising insight Little strokes fell great oaks Ben Frank what we should do when we are faced with a huge challenge we don t need a huge solution just little steps To define the beautiful is to misunderstand it Fernando Pessoa it cant be pinned down there is no right answer I can resist everything except temptation Oscar Wilde Art is a lie that makes us realize the truth Picasso how can a lie tell the truth Ex Taylor guitar age old craftsman and a robot making the guitar o Reveal hidden surprising truth Narrative Advice o Personal interaction o They care about you individually o Advice Diet ads from a model making it look more personal ETrade baby Old Spice Man offering advice to the women to get them to buy body wash for their boyfriends Flattery personal attention They want what s best for us Narrative Parable o A story that teaches us a lesson slow and steady wins the race Canon sure shot camera to capture those once in a lifetime moments The Lost Moment parents afraid that they are going to loose those moments of when your kids are little they want to capture and hold on to Crazy stunts that make us human snowboard ad if you do it twice its boring o learn a basic truth o importance of the product Combinations o Ex Evian pure and natural baby commercial Few ads have more than one they use Ex baby youth and energy Mimesis looks real Show performance for us Rhetorics and acceptance o Effective ad depends on people accepting the message o Effective rhetorics encourage acceptance Ad uses age old rhetorics
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