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ADVERTISING

ADVERTISING. Early Developments in Advertising. Trademarks and packaging Patent medicines. Advertising and social change. influenced shift to consumer-driven society promoted technological advances encouraged economic growth by increasing sales

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ADVERTISING

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  1. ADVERTISING

  2. Early Developments in Advertising • Trademarks and packaging • Patent medicines

  3. 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

  4. American Association of Advertising Agencies Code of Ethics (1924) forbade: • False/misleading statements • False testimonials • Misleading price claims • Unfair disparagement of competitors • Unsupported/distorted claims • Anything offensive to public decency

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

  6. Market Research • Demographics • Psychographics • Values and Lifestyles (VALS)

  7. 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

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

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

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

  11. 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

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