Affiliation belonging

Rejection

Acceptance/Approval

Plain Folks

Uses images of people "just like themselves."

BandwagonEveryone is doing it or in this case

buying it; “in” with the

popular crowd.

Individuality/Anti-BandwagonThe commercial tells viewers to think differently; celebrate their own style; and rebel against what everyone else is saying, doing,

or buying.

Speed…

Vitality…

Liveliness…

Warm & FuzzyUsing

sentimental images

(especially families, kids

and animals) to sell products.

Beautiful People

Using good-looking models in ads to

suggest we’ll look like the models if

we buy the product.

Advertising Psychology 10

DominanceMessage appeal

Celebrity endorsement /

TestimonialsA claim by a celebrity or

someone of authority that the product is good

or good for you.

AttractivenessSource Credibility Gender

Attractiveness

Source Credibility

Gender

Moral appeal

•Difference between–Right–Wrong

The language of advertising

Visual Metaphor Attracting attention

Visual Metaphor

Attracting attention

Direct eye gaze

Attracting attention

SloganA memorable phrase is used in a campaign or a series of commercials. Viewers remember the slogan and associate it with the product.

Glittering Generality

The commercial is filled with words that have positive connotations attached to them, such as "tasty" or "sensational."

Loaded words

Using words with strong connotations mainly positive.

Weasel wordsBy law, advertisers have to tell the truth,but sometimes, they use words that canmislead viewers. Look for words in commercials like: “Part of . . .”, “The taste of real . . . “, “Natural,” “New, better tasting,” “Because we care.” There arehundreds of these deceptive phrases.

Product ComparisonThe commercial features a comparison between the product and its competition, showing the competition as inferior.

This often uses card stacking, which is withholding pertinent information to persuade the viewer.

ScaleThis is when

advertisers make a product look bigger or smaller than it actually is.

Vertical camera anglesViolent wordsPowerStatus

Eliciting strong

Emotions

Looking downNurturanceSubservience

Eliciting Emotion

Targeting Cultures

The Global Melting Pot

Targeting Generations

Targeting Generations

Advertising Psychology

Targeting Generations

Respect?Targeting Genders

Dove Pro-Age CampaignIndividuality

Targeting Genders

How to analyze an Ad

Level of Analysis

Description of the Ad Level

The Surface Meaning

"consists of the overall impression that a reader might get from quickly studying the advertisement...you can describe this surface level of meaning by simply listing all the objects and people in the ad"

The Advertiser's Intended Meaning

"is the sales message that the advertiser is trying to get across. Some marketers refer to this as the strategy behind the ad. It is the 'preferred' or expected meaning that a reader might get from the ad; the meaning that the advertiser intends for the reader to take with them"

The Cultural or Ideological Meaning

"...relies on the cultural knowledge and background of the reader. We all 'make sense' of ads by relating them to our culture and to the shared belief systems held in common by most people" (ibid.).

Semiotic Analysis of Ads

Erving Goffman's classic Gender Advertisements (1979) offers a semiotic analysis of advertising.

Goffman's analysis looks at the specific codes present in ads and considers what they say about society and social relationships.

His study includes a focus on minute details of ads, visual composition of ads, as well as the presence of specific social themes in ads.

Thematic Analysis of Ads• Another way is to focus on the negative impacts of

advertising on our social relations and the environment.

• This approach includes considerations of how a majority of ads stress specific visions of society,

• focus on how products produce happiness in consumers

• project a vision of the future. • Thus, another way to read ads is to consider the

themes that develop in a specific medium, such as a Vogue magazine.

A stands for addiction and credit cards perfectly symbolise the word

Asks the question whether we are in a bullet democracy or a ballot one

T stands for Tourism, and the image shows a rocket reaching the moon