Ibahrine Chapter 10 Culture And Executional Style

1,335 views
1,176 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,335
On SlideShare
0
From Embeds
0
Number of Embeds
54
Actions
Shares
0
Downloads
19
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Ibahrine Chapter 10 Culture And Executional Style

  1. 1. Chapter 10 <ul><li>Executional Style and Culture </li></ul>
  2. 2. Classifications of advertising forms <ul><li>US classifications reflect information-emotion dichotomy </li></ul><ul><ul><li>Informational - transformational </li></ul></ul><ul><ul><li>Functional - emotional </li></ul></ul><ul><ul><li>Hard sell – soft sell </li></ul></ul><ul><li>French classification related to French advertising style </li></ul><ul><ul><li>Temptation – drama – romance – amusement </li></ul></ul><ul><ul><li>Typical of popular French advertising themes such as “Coup de Foudre” or Love at first sight </li></ul></ul><ul><li>Classification for international usage </li></ul><ul><ul><li>Lecture – drama (= direct-indirect) </li></ul></ul>
  3. 3. Seven basic advertising forms <ul><li>Announcement </li></ul><ul><li>Association Transfer </li></ul><ul><li>Lesson </li></ul><ul><li>Drama </li></ul><ul><li>Entertainment </li></ul><ul><li>Imagination </li></ul><ul><li>Special effects </li></ul>
  4. 4. Announcement: product message <ul><li>Visual presentation </li></ul><ul><li>Explanation </li></ul><ul><li>Factual, logical explanation [Dremel, German version of international ad] </li></ul>
  5. 5. Announcement: Corporate presentation <ul><li>Announcement much used format for corporate advertising, </li></ul><ul><li>more verbal in IDV cultures, </li></ul><ul><li>more visual in COL cultures. </li></ul>
  6. 6. Association transfer <ul><li>Lifestyle – association with people </li></ul><ul><li>Metaphor – transfer of characteristics object or idea; verbal or visual, concrete or abstract </li></ul><ul><ul><li>Example Peugeot </li></ul></ul>
  7. 7. Lesson <ul><li>Lesson is lecture to the audience, direct address of public. Form of IDV cultures, but exported to other cultures </li></ul><ul><li>Sub forms </li></ul><ul><ul><li>Presenter, serious and non-serious </li></ul></ul><ul><ul><li>Endorsement and testimonial. </li></ul></ul><ul><ul><li>Examples Dove (ordinary people), </li></ul></ul><ul><ul><li>L’Oréal (celebrity endorsement), </li></ul></ul><ul><ul><li>Demonstration. </li></ul></ul><ul><ul><li>Comparison. </li></ul></ul>
  8. 8. Drama <ul><li>Drama is indirect style, no direct address of public </li></ul><ul><li>Sub forms </li></ul><ul><ul><li>Slice of life. </li></ul></ul><ul><ul><li>Problem-solution. </li></ul></ul>
  9. 9. Entertainment <ul><li>Entertainment indirect form of communication, meant to please audience. Likeability, no persuasion. </li></ul><ul><li>Sub forms </li></ul><ul><ul><li>Humor </li></ul></ul>
  10. 10. Imagination and Special effects <ul><li>Cartoons, film and video techniques, make-believe world, film properties </li></ul><ul><li>Special effects: artistic stimuli, product in action, all sorts of video techniques </li></ul>
  11. 11. Basic form, culture and product category <ul><li>Basic forms used for global advertising reflect culture of company and product category. Examples: </li></ul><ul><li>Problem-solution: </li></ul><ul><li>Corporate advertising reflects cultures of company </li></ul>

×