Comm Media

Chapter 11 Reaction

It's kind of interesting how ads usually incorporate the three common mythical elements: ministory form, conflicts, and negotiating the conflict by purchasing or applying the object. it's interesting how much an ad company can accomplish within a thirty second commercial. The advertiser can create attitudes and and inforce values within the consumer simply by showing the consumer one of their ads. It's actually kind of scary to think about how powerful the ad companties are. People view ads everyday whether they want to or not. They take up over half the space in newspapers, are found in textbooks, clutter internet sites, fill our mailboxes physically and electronically, and they can be seen while driving or even walking around on billboards and buses.
Modernday ad makers were smart in making slogans to seel their product. Slogans really stick into peoples head, and makes their product very well-known depending on the slogan. It's crazy to think of everything that goes in an add. Writers and artists must be hired to create images and words for the advertisments. People see hundreds of ads everyday, usually briefly, and never stop to think about all the people that were including in the production of the ad.
It stinks to think about how much power the advertising companies really have. They pay to show in schools, they can back politics, etc. Ads became a bit too prominent for my liking.

Vocabulary :
---from Chapter Elevenin Media & Culture: an introduction to mass communication (fifth edition) by Richard Campbell, Christopher R. Martin, and Bettina Fabos
1. space brokers: in the days before modern advertising, individuals who puchased space in newspapers and sold it to various merchants
2. subliminal advertising: aa 1950s term that refers to hidden or disguised print and visual messages that allegedly register on the unconscious, creating false needs and seducing people into buying products
3. slogan: in advertising, a catchy phrase that attempts to promote or sell a product by capturing its essense in words
4. mega-agencies: in advertiisng, large firms or holding companites that are formed by merging several individual agencies and that maintain worldwide regional offices; they provude both advertisng and public relation services and oeprate in-house radio and TV production studios
5. boutique agencies: in advertising, small regional ad agencies that offer personalizes services
6. market reseach: in advertising and public relations agencies, the department htat uses social science techniques to assess the behaciors and attitudes of consumers toward particular products before any ads are created
7. demographics: in market research, the study of audiences or consumers by age, gender, occupation, ethnicity, education, adn income
8. psychographics: in market research, the study of audience of consumer attitudes, beliefs, interest, and motivations
9. focus groups: a common reserach method in psychographic analyusis in which a moderator leads a small-group discussion about a product of an ussie, usually with six to twelve people
10. Values and Lifestyles (VALS): a market-research strategy that divids consumers into types and measures psychological factors, including how consumers think and feel about products and how they achieve or do not achieve the lifestyles to which they aspire
11. storyboard: in advertising, a blueprint or roughly drawn comic-strip version of a proposed advertisement
12. media buyers: in advertising, the individuals who choose a purchase the tpyes of media that are best suited to carry a client;s ads and reach the targeted audience
13. saturation advertising: the strategy of inundating a variety of print and visual media with ads aimed at target audiences
14. account executives: in advertising, client liaisons responsible for bringing in new business and magafing the accounts of established clients
15. account reviews: in advertising, the process of evaluating or reinvigorating an ad campaign, which results in either renewing the contract with the original ad agency or hiring a new agency
16. famous-person testimonial: an advertising straegy that associates a product with the endorsement of a well-known person
17. plain-folks pitch: an advertising strategy that associates a product with simplicity and the common person
18. snob-appeal approach: an advertising strategy that attempts to convince consumers that using a product will enable them to maintain or elevate their social station
19. bandwagon effect: an advertising strategy that incorporates exagerated claims that everyone is using a particular product, so you should too
20. hidden-fear appeal: an advertising strategy that plays on a sense of insecurity, trying to persuade consumers that only a specific product can offer relief
21. irritation advertising: an advertising strategy that tries to create product-name recognition by being annoying or obnoxious
22. association principle: in advertising, a persuasive technique that associates a product with some cultural value or image that has a posutuve connotation but may have little connection to the actual product
23. myth analysis: a strategy for critiquing advertising that provides insights into how ads work on a cultural level; according to this strategy, ads are narratives with stories to tell and social conflicts to resolve
24. commercial speech: any print or broadcast expression for which a fee is charged to the organization or individual buying time or space in the mass media
25. infomercials: thirty-minute late-night and daytime programs that usually feature fading TV and music celebrities, who advertise a product in a format that looks like a talk show
26. interstitials: advertisements that pop up in a new screen window as a user attempts to access a new Web page
27. spam: a computer term referring to unsolicited e-mail
28. political advertising: the use of ad techniques to promote a candidate's image and persuafe the public to adopt a particular viewpoint

posted by maggie @ 4:49 PM