Chapter 11 ADVERTISING

Early Developments in Advertising  trademarks and packaging  patent medicines  department stores  large manufacturers

Advertising and social change  influenced shift to consumer-driven society  promoted technological advances  encouraged economic growth by increasing sales  recognized women as primary decision-makers about consuming

AMERICAN ADVERTISING TODAY  early ads were slogan-driven, oriented around words  growing influence of visual design  what advertisements do you feel are memorable and effective?

Divisions of Contemporary Ad Agencies  Market Research  Creative Development  Media Selection  Account Services

Market Research  Demographics  Psychographics  Values and Lifestyles (VALS)

Advertising and the Internet  banner ads  paid positive reviews, weighted search engine results  affiliate referrals (links)  direct marketing based upon personal data collected on web sites

Persuasive Strategies  famous-person testimonial  plain-folks pitch  snob-appeal approach  bandwagon effect  hidden-fear appeal  irritation advertising

The ASSOCIATION Principle  to associate a product with a cultural value or image that has a positive connotation  opposite principle: the DISSOCIATION strategy

MYTH ANALYSIS Myth analysis provides insights into how ads “tell stories” that are important to our society

Common Mythical Elements  ads as mini-NARRATIVES, with characters, settings and plots  plots involve CONFLICT between characters or social values  conflicts are negotiated or RESOLVED by using or purchasing the advertised product