Presentation on theme: "What is advertising? Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services."— Presentation transcript:
2What is advertising?Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media."(Bovee, 1992, p. 7)
3What is Propagandathe spreading of ideas, information, or rumor for the purpose of helping or injuring an institution, a cause, or a person; ideas, facts, or allegations spread deliberately to further one's cause or to damage an opposing cause a public action having such an effect. (Webster's Collegiate Dictionary)
19How does advertising influence us? LanguageMusicCamera AnglesDigital ImagesAssociationsEmotions
20Common Appeals Sex Appeal Snob Appeal Appeal to Authority Plain Folks AppealBandwagon Appeal
21Sex Appeal: The use of sex to sell a product. Appeal to man: Minimal criteria for sexual desire.Appeal to woman: More difficult to appeal to women’s desire in an ad.What does all this have to do with sex in advertising? The purpose of advertising is to convince people that products are of use to them in one way or another. If people agree, they will buy them. However, advertising must do its job very quickly; it doesn't have the time or the space to go into detail or explanationsthe sexual connection is much easier to set up for men than for women. Remember that men have minimal criteria for sexual desire; basically, they are concerned with a woman's anatomy -- as long as a woman looks young enough and healthy, she is desirable. Men also consider her beautiful, since to a male beautiful and sexually attractive are virtually synonymous.Thus, in advertising it is easy to get a man's attention by using women's bodies and associate getting the woman if he buys the product. It is playing on his instinctive rather than intellectual view of the world. The ad spends no time discussing her qualifications for sexual desire -- her mere existence is enough.Mitigating the instinctive view is the intellectual; most men are aware that women are less concerned with mere anatomy. Women are looking for more. Thus, advertising can show the woman and sell the product on the basis of "women want this [product] in a man. Get the product, get the woman.“The use of sex in advertising to women is a much more difficult proposition.The use of healthy, fit men may i ndeed attract their attention and create desire, but their willingness to engage in intercourse is rarely aroused strictly because of a man's body. For a woman, sexual desire is a complex mixture of factors, most of which are extremely difficult to inject into an ad in the time and space available.
23Another ad: A beautiful, naked (apparently) woman sits surrounded by darkness. She's pulled up her left leg, her right leg crossed in front of her. Her arm reaches down, her hand holding her right shin. The image is one of strong sensuality. However, the appearance is not one of strong sexuality. She appears relaxed and content, graceful rather than erotic. WomanAppeal to man or woman?
28Appeal to AuthorityThis selling device depends on a spokesperson, a television star, a well-known athlete, or a public figure to endorse the item. Use of the product will make the consumer as wealthy, famous, talented, or beautiful as the spokesperson.
31Plain Folks AppealReverse snob appeal applies here. "Good ol' boys like us believe in plain, good-quality items. None of this fancy stuff."This technique is used to build trust. People are expected to assume that someone in a simple setting can be trusted and should be listened to. For example, a simply dressed senior citizen might tell you to vote for a certain candidate because she is one of "us plain folks," or the "little guy." Or they may tell you that a product that comes in a (professionally designed) "simple" wrapper is best for you. Educators might use this technique to promote good old fashioned "hard work" to succeed as a student.
33Bandwagon AppealThese messages tell you that "everybody is doing it" and you should join in. The technique is often used by organizations that are recruiting new members or participation in a specific activity.For example, you might be told that "everybody" is participating in a charity walk to raise money for a good cause, or to boycott a product to protest the abuse of workers. The message is often loud and repetitious.