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by: Hayley Nguyen


Hayley Nguyen
La Salle

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About this Document

these notes contain contents of Chapter 11 ADVERTISING which include in the final exam
Introduction to Mass Media
Dr. Donna Celano
Class Notes
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This 10 page Class Notes was uploaded by Hayley Nguyen on Sunday May 8, 2016. The Class Notes belongs to COM101 at La Salle University taught by Dr. Donna Celano in Spring 2016. Since its upload, it has received 8 views. For similar materials see Introduction to Mass Media in Communication Studies at La Salle University.


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Date Created: 05/08/16
Chapter 11- Advertising Early Advertising Space brokers: the first advertising agencies who purchased space in newspaper to sell it to various merchants Advertising in 1800s Trademarks and Packaging: - Product differentiation associates with brand packaged goods represents the biggest triumph of advertising - - Brand-name recognition is the forces of advertising campaigns that helps manufactures establish special identity for their products Patent medicines: made outrageous claims about what they could cure that leads to increasing public cynicism. As results, advertisers begun to police their ranks and develop codes to restore their customer confidence. This leads to The Federal Food and Drug Act of 1906 Transform American to consumer culture Advertisings influenced the transition from a producer-directed to a consumer-driven society by - Stimulating the demands for new products - Promoting technological advance - Encouraging economics growth by increasing sale - Appealing to female consumers with housing appliances and cleaning products - Dealing with criticism Persuasive Techniques in Advertising Famous Person Testimonial: A product is endorsed by a well-known person Ex: Tiger Wood is a spokesman fir Nike and Electronic Arts Plain-folk Pitch: A product is associated with simplicity and common person Ex: Volkswagen “Drivers wanted” General Electric “We bring good things to life” Snob-Appeal Approach: Attempt to persuade customers that using a product will maintain or elevate their social status Ex: jewelry, perfume, luxury clothing’s Bandwagon Effect: Point out in exaggerated claims that everyone is using a particular product Ex: Every products with “American’s favorite”, “The best” Hidden-fear Appeal: Play on customers’ insecurity Ex: hygiene products, shampoo, mouth wash evoke anxiety in customers that not using their products will cause hygiene problems Irritation Advertising: Create recognition by using annoying and obnoxious image Ex: aspirin ads with a hammer pounding in human head Association Principle: a persuasive technique used in consumer ads that associates a products with a cultural value and image even if it has a little connection with the product Ex: Marlboro cigarettes associates sense of freedom and the right for women. Fashionable women smoke cigarettes Disassociation corollary: a responding to customers, corporate mergers, public skepticism toward impersonal and large companies Myth analysis: a strategy to critique advertising that provides insights into how ads work on cultural level. Ads are narrative with stories to tell and social conflict to resolve Ex: SUV ads has a person driving to a wilderness, quite, natural place. Audience will automatically understand that SUV cars take them to a wonderful place Product Placement: advertising strategy of placing products in movies, TV shows, comic books, video games so the product appear as a part of a story set’s environment Commercial Speech: any print or broadcast expression for which a fee is charged to organization and individuals buying time and space in the mass media Critical Issues in Ads Children and Ads: - Children are consumer trainees - Heavy promotion of sugar-contained products during children programs - Children Television Acts of 1990 mandated that networks provide some educational and informational programming Advertising in schools: organizations use schools to promote products by providing free filmstrips, magazines, posters Health and Ads: - Eating disorder: Ads have impact on beauty standard. Fashion and cosmetics ads effect women’s insecurities and low self-esteem by promising ideal body, increase body issues and plastic surgeries - Tobacco: promotes consuming tobacco in young smokers - Alcohol: young people who more likely to see ads for alcohol beverages tend to drink more. Leads to car accidents and alcohol toxicities Prescription Drugs: Ads bring the potential false and misleading claims about the effect of drugs


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