-an advertising idea is a credible and provocative statement of substance about brands main point

-capture someone attention-arouse and hold interest-make a last impression 

 EFFECTS OF ADVERTISING:

-cognitive: giving someone awareness about topic/brand

-Affective: interest, product liking, emotional bonding 

TOOLS: attracting peoples attention

-celebrity, attractive source, source with credibility, humor, erotic stimuli 

SOURCE CHARACTERISTICS:

1. Credibility

2. Attractiveness 

3. Gender 

ROLE OF EMOTION:

-using emotion to give this experience to the product 

ex: AT&T- “reach out and touch someone”

HUMOR AND APPEAL:

-humor better work or it pointless

-humor is one of the most common techniques 

FIGURATIVE LANGUAGE AND RHETORICAL DEVICE:

-metaphor, slogans, imperative forms, formulas

DIRECT EYE GAZE:

a very direct and convicting way to narrow down options to your viewer 

 

WAYS OF SEEING: EP4- John Berger

-we may remember or forget these images but we take them in

-language of words and images 

-glamour is supposed to go deeper than looks

-the model has taken the place of a Goddess in oil painting like settings

-“you are what you have”-possession 

-if we buy what we seeing being depicted int he advertisement then out lives will be different 

-works on our desire to get more money, making money appear to be magical 

-“with this spray you will be wanted”-talking about a fragrance advertisement 

-potential to produce work for particular audiences 

-publicity works on the imagination, but all adds up to a philosophical system 

– oil painting were surrounded by gold games signifying wealth, what surrounds the publicity images? out world is plastered by images of things we need. 

 

 

 

 

 

 

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