Dictionary.com defines the word implicit as: ◦ Implied or understood though not directly expressed.
What is the implied message with this ad? Why might some people be angry about this?
Even in the year 2012, some people are under the assumption that it is a woman’s role in life to clean and take care of the household. While it’s true that some women are still stay-at- home mothers, where it is their job to take care of the house and children, today, more than ever before, mothers and women are staying in the work force, even while they’re raising families. The stereotypical “housewife” is slowly going away in Canada. Therefore, some people find it rather offensive that the majority of cooking and cleaning product advertisements all contain women using these products.
This is an example of implicit advertising as it implies a rivalry between the mentioned car manufacturers (Subaru, BMW and Audi). The advertisement congratulates and shoots down the efforts of the other car manufacturers in one sentence, which could be considered as being quite patronising and again demonstrates the rivalry.
This is another example of implicit advertising which again implies a rivalry between two more car manufacturers, BMW and Jaguar. This advertisement uses no written communications whatsoever, just two car bonnets facing off to each other, like a head to head, showing more of the BMW making its presence more prominent implying it’s the more powerful car.
Dictionary.com defines the word explicit as: ◦ fully and clearly expressed or demonstrated; leaving nothing merely implied; explicit instructions; explicit language. ◦ clearly developed or formulated: explicit knowledge; explicit belief.
When you deconstruct an advertisement (or similar media text) you are using reading and thinking strategies to understand the messages. Some messages are very obvious (in your face!) and have what we call explicit messages. Here is an example of an explicit message:
When you deconstruct advertising some messages are less obvious because the producers of the media text have provided only clues. Take a look at the following media text. It’s a poster produced jointly by the government of British Columbia, the Lung Association and the Ministry of Health.
1. What are the explicitmessages contained in thismedia text?2. What are the implicitmessages contained in thismedia text?3. What questions did you askyourself as you viewed thisposter?4. In your opinion, how effectivewere the producers incommunicating their message?
Testimonial ◦ Using a person (usually famous) to vouch for a product ◦ Makes the product seem more valuable ◦ Example: “Hello. I’m Jessica Simpson, and when I want clear skin, I use Clean and Clear.”
Transfer ◦ Encourages you to change brands by introducing a new product that’s better than the competition. ◦ Example: “IB-Vill. The new #1 headache medicine with 30g of chlorophyll hydroxate.”
Plain Folk ◦ Used to appeal to “everyday” people ◦ Example: “Use Bounty dryer sheets. It will remind you of the way mom used to do your laundry.”
Scarcity ◦ Technique to suggest there is a limited time or number involved in purchasing the prodcut. ◦ Example: “Act now … first 20 callers will pay only $19.99.”
Band Wagon ◦ Encourages you to buy their product based on the fact that other people have. ◦ Example: “Rogers Wireless. Have you joined yet?”
Snob appeal ◦ Encourages you to buy the product based on the fact that rich/upper class people do so. ◦ Example: “She lives in L.A. and spends her summers in Vegas. She wears DaLuLu perfume.”
Facts and figures ◦ Encourages you to buy the product by appealing to your want for scientific proof ◦ Example: “Crest whitening strips will make your teeth 5x whiter in 3 days.”
Hidden Fears ◦ Plays on people’s fears to encourage them to purchase their product. ◦ Example: “Don’t lose friends. Use Smell-Great deodorant.”
Repetition ◦ By repeating a word/idea, advertisers hope to get your attention in hopes that you will purchase their products (infomercials are the worst for this). ◦ Example: “Nature – Glow. The only natural shampoo with nature’s pure ingredients to bring out the natural glow of your hair.”
Magic Ingredients ◦ Encourages you to buy based on the idea that you won’t be able to find another product containing the same ingredients. ◦ Example: “Drink Eau-Boire water. The only water with H2O and Vitamin B3.”
Weasel Words ◦ Encourages you to buy the product by enticing you with words like “new & improved”, “better than ever.” ◦ Example: “New Listerine mouth wash will give you minty fresh breath.”