...the mass media for the purpose of informing or persuading people about particular products, services, beliefs, or actions. You see ads every day, mostly in the middle of a TV show, A Television Commercial, and it's easy to say "they're just ads" because, at worst, they feel like a nuisance or interruption. A lot of people have difficulty accepting the idea that ads are manipulative because we want to believe we're in complete control of our choices. Advertising exists because there's a product a company wants to sell and they want people to know about it so they can buy it. This much is obvious. There are all kinds of ads, but in general they all aim to keep you from thinking and, instead, make your buying choices based on an emotional response. Basically, if you're not prepared to think—and you often are not when you're watching television or reading a magazine—you'll pretty much accept any suggestion if it is offered to you. Since you're being so passive, you may not even realize its happening. Product advertisements such as beauty products, food and clothing pay a great deal of influence in Filipino viewers, especially young people. The consumer preference id often based what they see on T.V. as portrayed by various stunning, and often times ideal, commercial models. It is noticeable that people, especially young people/students, has the tendency to be idealistic, and tends to imitate what they often see as appealing to majority. ...
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...their power to influence parent purchases have increased over time. Second, as the enormous increase in the number of available television channels has led to smaller audiences for each channel, digital interactive technologies have simultaneously opened new routes to narrow cast to children, thereby creating a growing media space just for children and children’s products. Calvert explains that paid advertising to children primarily involves television spots that feature toys and food products, most of which are high in fat and sugar and low in nutritional value. Newer marketing approaches have led to online advertising and to so-called stealth marketing techniques, such as embedding products in the program content in films, online, and in video games. All these marketing strategies, says Calvert, make children younger than eight especially vulnerable because they lack the cognitive skills to understand the persuasive intent of television and online advertisements. The new stealth techniques can also undermine the consumer defenses even of older children and adolescents. Calvert explains that government regulations implemented by the Federal Communications Commission and the Federal Trade Commission provide some protection for children from advertising and marketing practices. Regulators exert more control over content on scarce television...
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...Advertisements are everywhere these days. Everywhere we turn around there are billboards, television commercials and there are even advertisements when we go online. We as consumers are drawn into these advertisements. Those advertisements want you to believe their slogans and pitches so you can purchase their item or they make you think that their way is the right way. In “Propaganda: How Not To Be Bamboozled”, Donna Woolfolk Cross divides and classifies a variety of logical fallacies and propaganda techniques that “help shape our attitudes on a thousand subjects”. She also pointedly reminds readers not to presume we are immune to propaganda. Fallacy is defined as a mistaken belief. Appeal to fear fallacy or Argumentum in Terrorem is a...
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...structured and composed nonpersonal communication of information, usually paid for and usually persuasive in nature, about products (goods, services, and ideas) by identified sponsors through various media. (Evolution of Advertising, Chp 1) Any where we look, we are bound to see some form of advertising. Flyers, billboards, posters and many other different type of advertising are pretty much visible anywhere. Most people are aiming to inform a certain target audience about a specific service or product. Some posters and billboards are simply sending out a message to society. There are so many forms of advertising in today’s society. Some of our most popular ones are social media, such as, Facebook, Twitter and Instagram. Many entertainment promoters have cut down the amount of flyers and papers they used and stick with social media. Often times while browsing the internet we get those ads that pop up on the top or bottom of the screens, that can be annoying which some people use the pop up blocker. What is media advertising? Media advertising is a form of advertising through things such as radio, television, print, and digital. Every day we come across some type of media advertisement that is targeting different audiences. Many companies use media advertising to broadcast their businesses. When developing a creative strategy in advertising, it is a great idea to use the “SWOT” analysis. The meaning of SWOT is ,”strength, weaknesses, opportunities, and threats. Since I was...
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...assignment is designed for you to select advertising campaigns 广告活动and analyze persuasive strategies and the effectiveness of those strategies used in the campaigns by applying persuasion theories. Requirements: • This is individual work. • Identify an advertising campaign, past or present, local or global, print, television, radio or Internet, commercial or public service announcement. A campaign can include more than one advertisement across different media platforms. • Also identify 1-2 competitor(s) for the selected campaign and the competitor(s)’ campaign(s). • Sort advertisements based on your own logic. • Length: 4-5 pages, single-spaced with spacing between paragraphs, excluding attachments and references. Use Times New Roman, 12-point font size. • Follow APA style to include a reference list for sources you use. • In addition to the analysis, submit all print ads used in the analysis. Organize the print ads so that you can display them in class for an informal discussion. Main parts of the paper: 1. A description of each of the campaigns and the context in which they were implemented (a brief description of relevant background information, media used, period of time run, etc.) 2. An analysis of the campaigns’ relevance 关联to persuasion theories or concepts (the primary reference sources are the textbook and lecture, but you may also find references from outside the class) 3. An analysis of the effectiveness of those strategies. Does this ad effectively persuade...
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...AN ANALYSIS OF LANGUAGE FEATURES IN ENGLISH ADVERTISEMENTS Abstract This paper presents an analytical study of the language features of English advertisements at lexical, syntactic and discourse levels. In order to conduct a data-driven study, the author builds a corpus of 60 English advertisements. It is hoped that through the detailed survey of three types of advertisements: namely, daily consumer goods ads, technical equipment ads, service ads, similarities and differences in advertising language features can be summarized and possible reasons will be given in the light of the meaning, and function of language. This paper will be presented in five parts. The first part is the introduction and the last conclusion. The focus of the paper is laid on the three middle parts which respectively analyze language features at lexical, syntactic and discourse levels. The conclusion of this paper is drawn from the data analysis. In the analysis, examples from the corpus will be given; figures, tables and graphs will also be offered to make the paper understandable and persuasive. It is hoped that the study can shed light on the language features of advertisements and also provide help to copy writers and advertising English learners. KEYWORDS: English Advertisements, Lexical, Syntactic, Discourse,Similarities, Differences Acknowledgement Sincere thanks go to Dr. Wei Naixing for his insightful guidance and earnest help all through the searching, analysis and...
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...ADV 2012 Creative Strategy | | Assignment 2-A Public Sector ADVERTISING CAMPAIGN-TRANSIT OFFICERS | | Martha mwaniki Xian Luo Yanhao Li Tan Wang Mohammed Babiker | | ECU | 4/18/2012 | | Table of Contents Team Agreement 3 BRIEF OVERVIEW 4 Objective 4 Marketing strategy 4 SWOT ANALYSIS 5 Transit Officer SWOT Analysis 5 Primary audience 6 Target Audience Profile 6 CREATIVE STRATEGY 8 Digital Campaign 14 Television Campaign 15 Team Agreement Research & Target audience profile & Poster : Xian Luo Report & Creative Strategy : Martha mwaniki Marketing Objective & Strategy & Poster : Yanhao Li Digital Campaign & Logo : Tan Wang Television Campaign : Mohammed Babiker BRIEF OVERVIEW Whether you are trying to expand your new business or fill an employee spot or two in your current business, you will need to create recruitment advertisements to target your potential employees. In this campaign we are recruiting new Transit officers to the public transport sector. Being a Transit officer is not for everyone and not everyone who sees him or herself being able to be an officer. In this recruiting campaign we want to vouch new officers on the team who are looking for a new career that is challenging and yet rewarding. In order for this campaign to be effective we have come up with creative advertising appeals and strategies to attract and or influence the new recruits to join the team...
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...Executive Summary Consumer behaviour is the study of how individuals behave and decide their purchase, use and dispose of goods and services to fulfil their needs and desires (Kotler & Keller 2009, p. 150). The findings of this report are related to the use two of the consumer behaviour areas: decision making process and consumer motivation to evaluate the integrated marketing communication (IMC) of Holden Series II Cruze. Holden is an Australian automobile brand and Series II Cruze is one of their latest models launched in the beginning of this year. The theme of its IMC campaign is: ‘It’s not just a small car, its Australia’s small car’. The campaign kicked start with a massive launching event and followed by a series of ads on televisions, website, social media and some public relationship activities. Its aim is to build product-specific awareness by displaying various product features of the new car and create preference of Holden Series II Cruze to its target audience. The focus of the Series II Cruze advertisements predominantly highlights the innovative features of the car, proclaim as Australian’s small car and state the reasonable pricing at the end. This message is constant in most of their communications. By doing this they cover product, price, place and eventually using the communications as promotion. Hence appropriately tapping into the 4 P’s of marketing. Also their campaign was indisputably designed aptly towards their target market. But at the same time...
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...Sample Persuasive Message University of Phoenix COMM470 Persuasive Message The product I selected to illustrate regarding persuasive messages and e-commerce is a well known cleaning product named the “Swivel Sweeper”. The Swivel Sweeper is mostly sold through the internet and television infomercials that state facts and claims about the sweeper product. I have focused on the internet form of infomercial rather than the televised commercial. I have modeled the sample persuasive message from the website to express the primary attributes of this form of ecommerce (Swivel Sweeper, 2010). The following is the message: “Filthy floors getting you down? Are you slaving and washing away only to find that the floor still look dirty? Are you still using heavy equipment that is difficult to maneuver? Well there is a solution to all these floor cleaning troubles! Swivel Sweeper is guaranteed to be the last floor product you need to buy! The Swivel Sweeper can be used on tile, wood, carpet, ceramic and linoleum. The simple swivel head allows one to reach under tables and around chairs. You don’t believe? Try it for free. If you order your swivel sweeper during the hour you will receive another Swivel Sweeper completely free! But the deals don’t stop here! We also have enclosed a gift for you, a pair of two mini-sweepers! Give on to your friend store in your car. There yours just for being a great customer. To order your Swivel Sweeper and receive your two Swivel Sweepers...
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...appropriate graphics among others. If these elements are followed to the letter, they certainly make for an appealing and persuasive advert. However, there also tends to be some shortcomings and/or limitations on any given advert; and probably an angle which would have perhaps provided a better perspective to the targeted public. This essay is therefore aimed at critiquing and analyzing the Warid Telecom TV advert for their campaign to register onto the Warid Pesa mobile money transfer platform. In the said advert, a cross section of different publics is presented - a student calls her dad; a guy calls his friend; a stranded young man calls another and a business man calls on another person – and all of them are saying “Please send me money right now!” The situation presented in the TV Ad depicts distressed characters who urgently require a service (money to be sent to them) which the advertiser purports to provide with as less stress as possible (of course in comparison to the competitors on the market). But this is in the punch line at the climax of the advert where WARID promotes their Mobile Money platform branded Warid Pesa as the only such service on the market where a customer neither needs to be currently subscribed on the Warid Telecom network nor have to wait before approval of their registration. The advert cleverly, yet subtly paints the comparative analysis between Warid Pesa and MTN’s Mobile Money by highlighting the fact that for other service providers, one would require...
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...Discuss the relationship between persuasion and attitude change? Persuasion is the use of appeals to reasons, values, beliefs, and emotions to convince a listener or reader to think or act in a particular way. We face persuasive advertisements particularly on a daily basis; from the television to magazines. To explain the psychology of persuasion there are various models; the Hovland-Yale model and the elaboration likelihood model. The Hovland-Yale model states that there several factors that will affect how likely a change of attitude through persuasion is, after all behavioural change cannot occur without attitude change also having taken place. The three most prominent factors are the source, the message and the audience. Hovland et al found that source characteristics played an important role in determining the persuasive nature of any communication. The theory states that people more likely to be persuaded when a source presents itself as credible. For example, people were more likely to be persuaded when hearing the information from an expert. This was supported by Bochner and Insko study, where they found that people were more likely to trust a sleep expert than a non-sleep expert, on matters surrounding sleep. The creditable sources were more influencing towards the audience, where with the non-expert source the audience tried to find ways of discrediting the communicator. The Hovland-Yale model says the content of the message is an important factor. When trying...
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...Angelica Garcia Instructor Albright English 101 18 April 2015 Rhetorical Analysis of Pillow Pets According to the American Academy of Pediatrics (2005), the average child watches about four hours of television a day and sees more than 20,000 commercials each year. "In 2000 alone, U.S. toy companies spent more than $837 million on advertising their products." (Shah, 2010, ). Pillow Pets have been around since 2003 (http://mypillowpets.com/about/), and have steadily built their brand through carefully crafted advertisements which appeal to children of all ages and genders, as well as their parents. "What began with the simple goal of transforming a simple stuffed animal into a functional item for children has grown into an amazing jungle of popular retail and wholesale products." (http:/mypillowpets.com/about/) The widespread allure of the Pillow Pet is the key to its success, as evidenced by their successful internet commercial. It hits all the right notes, including the "Four Ps" of marketing which include product, place, price and promotion. (Calvert, 2008, p. 206) The ad incorporates "production features like lively action and sounds designed to grab a child's attention" (Calvert, 2008) For example, consider the upbeat, female voice used in describing the Pillow Pet. The marketer's message is delivered loud and clear, via a pleasant female voice, possibly of a mother who knows what a child wants and needs, who also understands that parents need justification to buy a...
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...Children and Obesity Sharletta Guy-Pope SOC490: Social Science Capstone Raqota Berger June 18, 2012 Introduction Due to the growing concern and increase prevalence of childhood obesity around the world the population of children as it relates to childhood obesity indicates that these children will suffer even greater as adults. This increasing concern has become a public health issue and a social issue with children. Furthermore, research shows that the media plays an important role in the current epidemic of childhood obesity, which also has become a social issue with children. The increasing amounts of junk food and fast food advertisements, that target children and adolescents, have an effect on the outcome of their health and nutritional habits; these advertisements shift away from good nutritional practices. Food advertisements that advertise unhealthy foods such as foods high in saturated fats and cholesterol (junk foods) puts children at risk for high blood pressure and high blood cholesterol, both of which causes heart disease later on in life, which are precursors of cardiovascular disease resulting in childhood obesity. Sociocultural Factors Gender Society, culture, and the media send children powerful messages about body weight and shape ideals. For girls; ideas that are stressed in the media include the "thin ideal" and urging to diet and exercise, which can put pressure on girls to be thin, putting them...
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...The Carl’s Jr. “Jim Beam Bourbon Burger” featuring the beautiful Heidi Klum, is one of the company’s top ten commercials. It begins with the model dressed as a parody of Mrs.Robinson's from the movie “The Graduate”. She continues the commercial by asking a young man name Benjamin, located across the room if he likes bourbon burgers; then takes a big sexual yet nice bite of the burger in her hand. Walking across the room she stops the young man from leaving while shoving the burger into his mouth to bite. He then notices and confronts Ms. Klum of trying to seduce him as she gently touches on her body. The narrator for the commercial then says, “ With a taste of bourbon, it’ll make a man out of you.” Carl’s Jr. commercials like this one knows what crowd they are trying to reach. This commercial does a fantastic job on introducing the product and getting your attention, while making great use of pathos logos and ethos. Carl’s Jr. is an american based fast food restaurant that continues to expand in different countries. The restaurant was founded July 17, 1941 in Los Angeles California, by the founder Carl Karcher. Investing with his wife Margaret, Carl started off with a few hot dog carts that eventually grew into a drive-in restaurant where they decided to sale burgers. Throughout the years Carl’s Jr. continued to expand as it opened over 1,000 restaurants in fifty years. In the Late 1990’s the company started to notice the decrease in sales so they turned to their advertisement...
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...‘ THE BUSINESS OF MASS MEDIA Advertising and Commercial Culture 345 Early Developments in American Advertising 351 The Shape of U.S. Advertising Today 359 Persuasive Techniques in Contemporary Advertising 366 Commercial Speech and Regulating Advertising 374 Advertising, Politics, and Democracy Back in 1993, the trade magazine Adweek wrote about “The Ultimate Network”— something called the Internet: “Advertisers and agencies take note: It has the potential to become the next great mass/personal medium.”1 The prediction was correct, if not understated. The Internet has become a huge medium for advertisers, targeting audiences more precisely than any medium before it. Yet, none of the venerable ad agencies at that time could have guessed that an Internet start-up—Google— would become bigger than the leading multinational advertising holding companies like Omnicom, WPP, Interpublic, and Publicis. Nearly 99 percent of Google’s $16.6 billion revenue in 2007 came from advertising. THE BUSINESS OF MASS MEDIA B 343 ‘ ADVERTISING However, Google is different from the Madison Avenue agencies. It doesn’t design witty, slick ad campaigns. Instead, it facilitates the dull but effective text-based sponsored links that appear in Google searches or on affiliated sites. “We are in the really boring part of the business…the boring big business,” Google’s CEO Eric Schmidt says.2 What Google’s ads lack in creativity, they make up in precision. Google’s AdWords advertising...
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