1. Short and snappy Title
Attention-grabbing
research question
Context
Finding #1 Finding #2
Justify the
importance of
this research
Bold Border to
stand out
ADVERTISING, TRUTH AND IRONY
Even today, texts like Vance Packard’s
(1957) ‘Hidden Persuaders’ have an
influence on the perception of advertising.
Self-referential advertising creates a
paradox between negative perceptions
of advertising and an attempt to
create positive brands perceptions by
acknowledging the constructed nature
of advertising, yet this is a tool that is
continually adopted in advertising.
Self-referential advertising can be used to
construct the perception of honesty as well
as create humour but poses significant risks.
If self-referential advertising is perceived
as a form of parody it has the potential
to reinforce negative attitudes towards
advertising as well as belittling the practice
of advertising.
Define the
terminology
^L
Sam Brodie
MA Advertising
^
^L
^L
^L
^L
^L
^
L
^
L
What are the
implications of the
truth and irony that
are communicated
in self-referential
advertising?Advertising can manipulate the concept
of relevance to create incongruity for
humour. The consequences of this can be
the creation of a multiplicity of meanings,
resulting in ambiguity surrounding the truth.
Postmodernism has given an insight into
the construction of meanings in advertising
and helps to analyse the position of
advertising in culture. But what of
advertising that comments on the position
of advertising in culture?
Self-referential advertising is a term to describe advertising that explicitly
acknowledges the fact that it is advertising and the intentions of advertising.
Tell them who wrote it
^
L
References to support
the argument ^
L
Packard, V., 1957. The Hidden Persuaders. New York: D. McKay Co.
Schudson, M., 1993. Advertising, The Uneasy Persuasion:
Its dubious impact on American Society. London: Routledge.
Branding -