In July 2006, Sony promoted the release of its new white-cased PlayStation Portable with an ad that played on the dominance of white over black cultures. It featured an angry white woman aggressively grabbing a black woman's face. The tagline was &quot;White is coming.&quot; This campaign was reflective of the video game trend toward violent and racist themes.
Uncle Sam reaches into the viewer’s space and actively gets him or her to pay attention.
African Americans: strong favoring for personal contact: prefer face-to-face marketing Hispanic Community: comprises over 17 subcultures Asian Americans: Japanese, Koreans, Filipino, Vietnamese, Indian They all want and expect different things.. They all interpret images sounds and text differently...
Although stylish, the picture simply implies a gang-rape, which not surprising is not appealing to women.
Dove Pro Age campaign, as opposed to anti-aging campaigns .. .proposed that every woman is unique ... And everywomen has her own beauty, regardless of age, or appearance...
Slogan A 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 words <ul><li>By law, advertisers have to tell the truth, </li></ul><ul><li>but sometimes, they use words that can </li></ul><ul><li>mislead viewers. </li></ul><ul><li>Look for words in commercials like: </li></ul><ul><li>“ Part of . . .”, </li></ul><ul><li>“ The taste of real . . . “, </li></ul><ul><li>“ Natural,” </li></ul><ul><li>“ New, better tasting,” </li></ul><ul><li>“ Because we care.” </li></ul><ul><li>There are </li></ul><ul><li>hundreds of these deceptive phrases. </li></ul>
Product Comparison The 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.
Scale <ul><li>This is when advertisers make a product look bigger or smaller than it actually is. </li></ul>
Vertical camera angles Violent words Power Status Eliciting strong Emotions
Looking down Nurturance Subservience Eliciting Emotion
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 <ul><li>Erving Goffman's classic Gender Advertisements (1979) offers a semiotic analysis of advertising. </li></ul><ul><li>Goffman's analysis looks at the specific codes present in ads and considers what they say about society and social relationships. </li></ul><ul><li>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. </li></ul>
Thematic Analysis of Ads <ul><li>Another way is to focus on the negative impacts of advertising on our social relations and the environment. </li></ul><ul><li>This approach includes considerations of how a majority of ads stress specific visions of society, </li></ul><ul><li>focus on how products produce happiness in consumers </li></ul><ul><li>project a vision of the future. </li></ul><ul><li>Thus, another way to read ads is to consider the themes that develop in a specific medium, such as a Vogue magazine. </li></ul>
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