Advertising and media persuasion
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Advertising uses techniques like pleasant associations, exaggerations, and half-truths to persuade receivers. It works through suggestion and promise rather than full disclosure. To respond appropriately, one should be aware that advertising often uses partial truths and comparisons without full context, so it's important to think critically and keep an open mind.
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This document discusses the purpose and structure of advertisements. Advertisements aim to promote and sell products or services using persuasive language and visual elements. They are found in various media like newspapers, television, and websites. An effective advertisement grabs attention, maintains interest, creates desire for the product or service, and inspires action. It typically includes a heading, persuasive text, product details, contact information, slogan, and logo. The document also describes assessment activities related to understanding advertisements.
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- There are many steps needed to properly develop quality content such as auditing, analyzing, structuring, revising. Shortcuts can compromise quality.
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- Developing a content strategy is a team process that requires collaboration, open communication, and addressing many questions to be effective.
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Nearly three quarters of teens and young adults use social network sites, though blogging was more popular for teens in 2006 than 2009. While teens do not use Twitter in large numbers, they access the internet in a variety of ways beyond computers like cell phones and gaming devices. Understanding the audience is important for libraries seeking to engage teens through social media and web tools.
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In a matter of seconds, most children can mimic a movie or TV character,
sing an advertising jingle, or give other examples of what they have learned from media. Sadly, these examples may include naming a popular brand of beer, eating junk, obsessive-compulsive buying, striking a “sexy” pose, or play fighting. Children only have to put a movie into the VCR, open a magazine, click on a Web site, or watch TV to experience all kinds of messages. It really is that easy.
Media offer entertainment, culture, news, sports, and education. They are an important part of our lives and have much to teach. But some of what they teach may not be what we want children to learn.
This lecture gives an overview of some of the messages media send young people that could be negative or harmful to their health. You will learn how you can teach your children to better understand the media messages they see and hear in print, over airwaves, on networks, or on-line and how to deal with it.
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Find more resources at: www.tinyURL.com/DigitalGenerationResources
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Advertising is defined as any paid nonpersonal communication about an organization, product, service, or idea by an identified sponsor. Advertising provides benefits such as being a cost-effective way to reach large audiences, building brand equity, and stimulating demand. Advertising theories include practice-based theories focusing on unique selling propositions and reason why approaches as well as information processing theories examining how consumers receive and process advertising messages. Media planning involves determining reach, frequency, weight, and effective reach to allocate advertising budgets across different media vehicles in order to achieve marketing objectives.
Advertising part 1
Advertising is defined as paid, nonpersonal communication from an identified sponsor using mass media to persuade or influence an audience. The document discusses the purpose, functions, types, and impact of advertising on society. While advertising provides economic benefits, it is also criticized for promoting stereotypes and objectifying gender and sexuality. The impact of advertising on society is mixed, as it depends on how campaigns are implemented, but companies and the marketing of products have become reliant on advertising overall.
Real Screen Masters Class
The document discusses marketing strategies for driving audiences to television programs and promotions. It emphasizes researching target audiences to understand their wants and developing emotionally engaging, story-driven content. It also stresses extending brands across platforms to keep audiences engaged longer. Effective marketing mixes use unexpected media and events where audiences spend time. An example campaign for Shark Week used never-before-seen footage and programming options to significantly increase ratings and online engagement.
Techniques
The document discusses various techniques that are used in advertising to encourage audiences to act. Some key techniques mentioned include using hidden or overt messages to sell a product or service, highlighting a problem and offering a solution, appealing to emotions like fear, concern, or compassion, playing on peoples' desires to improve their self-perception or social position, and using celebrity endorsements which make people think a product must be good if a celebrity uses it. The document provides examples for each technique and asks the reader to provide their own examples.
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Advertising ppts for training
This document discusses advertising and the advertising plan. It aims to gain an understanding of advertising's role in marketing communications and examine advertising theories and their relationship to consumer behavior. The advertising plan matches the right audience, message, and media to reach that audience. The document also discusses branding and the marketing mix, defining advertising goals, and the roles and functions of advertising including informing consumers, creating demand, and shaping consumer self-image. It examines major advertising media and types of advertising.
Language of persuasion
The document discusses various techniques used in media messages to persuade audiences. It notes that the goal of most media is persuasion, whether trying to sell products, policies, or ideas. It outlines several basic persuasion techniques commonly used, including association, bandwagon, using beautiful people, bribery, celebrities, experts, explicit claims, fear, humor, intensity, maybe claims, plain folks, repetition, and testimonials. Learning to recognize these techniques helps people become better media consumers and make their own informed decisions.
C:\Users\Compaq\Desktop\Nadine\Icge\Session (5) Public Relations
The document discusses the topics of public relations, integrated marketing communication, social media, and the differences between public relations and advertising. It covers the functions of public relations such as creating a positive image, clearing rumors during a crisis, encouraging customer retention, and informing stakeholders. Public relations aims to lessen the gap between how an organization sees itself and how outsiders perceive it. An example is provided about how Toyota used public relations during a product crisis.
The creative brief (spring 2021)
1. The creative brief is a document that outlines the objectives, target audience, key insights, and deliverables for an advertising campaign. It provides a blueprint and guide for the creative work.
2. The brief includes elements such as the advertising objective, target market details, key product benefits, the current and desired brand image, competitive landscape, and proposed media.
3. An example brief discusses a campaign for the Toyota Sienna minivan, with objectives to overcome lost market share and make the vehicle appealing to younger parents without embarrassment. It profiles the target audience and insights to develop a message showing the vehicle is "cool" and stylish for parents.
3 what is advertising
1. Advertising provides mass communication to inform consumers about new products and services through various media channels like TV, radio, internet and print. Companies spend large amounts on advertising to reap its benefits.
2. Advertising is a form of promotion that is part of a company's marketing mix. It is widely used in today's competitive consumer markets to promote both new and existing products and services across different industries.
3. The basic purpose of advertising is to gain consumers' attention, create awareness and influence purchasing decisions through information dissemination using techniques like repetition to make ads more attractive and persuasive.
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Advertisement ExerciseThe following exercise will require you to b.docx
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=Core Concepts and Ad Strats
Please submit your group research report to me by the end of the period.
C R E A T I V I T Y
Creativity involves coming up with novel solutions, methods, or products that have value. There are four stages of creativity: preparation, incubation, illumination, and verification. Components of creativity include fluency (ability to generate many ideas quickly), originality (ability to create unique ideas), and flexibility (ability to shift between ideas easily). The document then provides directions for a scribble art activity where students create scribbles, look for images within them, trace the images, transfer them to paper, and add color.
Violence and sex
This document discusses common issues seen in media such as violence, sex, pornography, and stereotypes. It analyzes the portrayal of these themes in different forms of media and explains their effects on receivers. Specifically, the document notes that viewing violence and pornography in media can increase aggressive behavior, encourage criminal acts, and negatively impact relationships and views of gender. While some media uses sex and violence to attract audiences, these themes are often irrelevant to the content and media could still be interesting without them.
Values in media
This document discusses values education in media. It defines values and identifies some myths promoted by media, such as the ideas that the world is dangerous and requires weapons, or that happiness comes from products. The document also explains how media can distort traditional values by promoting violence, disrespect, and profanity. It provides guidelines from the Bible and advertising codes of ethics for morally upright, inspiring, and Christ-centered media. Students are assigned projects opposing media myths through posters and discussing films that follow biblical media guidelines.
Stereotypes and alternative lifestyles
This document discusses gender stereotypes presented in media and their effects. It describes common stereotypes of women as the supermom, sex kitten, body conscious, or fashion diva and of men as the joker, jock, big shot, or strong silent type. It notes stereotypes can also exist in toys, music, movies and other forms. The document outlines effects of stereotypes like discrimination, influencing self-perception, and lack of self-esteem. It prompts reflection on 1 Peter 2:17 and respect relating to stereotypes. Alternative lifestyles like goths, vampires, emos, and hippies are also discussed along with their media portrayal.
Pop culture and gen m2
The document discusses characterizing today's generation of teenagers. It describes Generation M2, ages 8-18, as being exposed to gadgets and having a personalized sense of style. They have new attitudes toward school and are exposed to a new social environment. Generation M2 also has high standards for achievements, is open-minded with a deep awareness of their surroundings, and experiences shifting parenting styles. The document notes that mainstream pop culture, heavily influenced by mass media, permeates people's everyday lives and is produced for mass consumption through various industries seeking profit.
Core concepts of media
This document discusses communication and media literacy. It covers 5 core concepts: (1) media messages are constructed, (2) media have unique creative languages and codes, (3) people experience media differently based on individual factors, (4) media have embedded values and points of view, and (5) media messages are constructed for profit and power. It provides examples to illustrate these concepts such as how television can influence elections and how most media production is a business aiming to make profits.
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Advertising and media persuasion
- 1. Media: Nature and Technique
- 2. For Today: Describe the nature of media (advertising) Identify the techniques of media in persuading its receiver. Watch a video about mass media and media persuasion.
- 3. Questions: How does advertising work? What techniques do most ads use to persuade? Give a brief description of each.
- 4. Advertising is the Art of PROMISE and SUGGESTION.
- 5. Media Persuasion Pleasant Associations Unpleasant Associations Magical Associations
- 6. Media Persuasion Half truths Exaggerations Floating Comparatives Truth
- 7. Compose a saying/ quote describing the nature of media specifically advertising. Include proper solutions on how one should respond or act towards it.
- 8. Advertising is the art of making whole lies out of half truth therefore keep your eyes open. Based on Edgar Shoaff’s quote