-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.
