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26 Cards in this Set
- Front
- Back
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different levels on which advertisements appeal to us
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sales response: price
persuasion: better product involvement: something i can use salience: ad gets my attention |
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structure of advertisement industry
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advertiser
ad agency media buyer media owner media title consumer |
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raymond william's theory of advertising
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magic system
ordinary objects are extraordinary |
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capitalism and its consequences
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-means of prod. privately owned
-supply and demand determine distribution -ideology +traditional community/cultural traditions undermined +new emphasis on mobility and change +consumer removed from production process +shift from frugality and hard work to materialism |
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advertising phases/formats
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1) product-information: product as center of attention
2) product-image: product in symbolic context and address benefits to the consumer 3) personalized format: connection between product and personality (rise of TV, also celebs and testimonials) 4) lifestyle format (market segmentation): object as totem of belonging to a certain group 5) increased demassification: more mktg. segmentation, transformative power of product |
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Lash/Urry's and Gidden's views of lifestyle
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1) less in stable kinships, more in lifestyle groups
2) lifestyle = way of seeking identity |
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characteristics of demassified culture
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self-reflexivity
playfulness personal authenticity |
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integrated marketing communications
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brand ties together under central identity
coordination of advertising, sponsorship, logo licensing, direct marketing, sales promotion |
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brand advertising evokes personal authenticity through
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ironic address
links w/ cool people/things references to brand heritage |
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Althusser's views on ideology
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society is living in ideology
ideological state apparatuses: we are summoned through interpolation (we're not free, we're created) |
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common reasons for media use
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information
personal identity integration/social interaction entertainment |
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3 reading positions for audience
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hegemonic/dominant = acceptance
negotiated = active-meaning making oppositional = rejection |
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Barthes' 3 levels of meaning
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denotation = object itself
connotation = symbolic meaning myth = constructed notions/narratives |
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syntagm vs paradigm
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syntagm = positioning
paradigm = substitution (in terms of signifiers) |
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vocabulary techniques
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emotive language
neologisms (invented words) pseudo-sci / jargon statistics foreign language |
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figures of speech
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metonymy = referring to something by mentioning associated thing/concept
simile, metaphor, pun, cliche, superlatives, comparatives, hyperbole, personification |
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Barthes' word-image relationship
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relay (moving back and forth)
anchorage (fixed attention) |
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Goldman and Papson on signs
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signs have overloaded media, creating clutter
create "sign wars" competing images, connected signs out of context creates a crisis of meaning |
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Anderson on national identity
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imagined political community
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Hall on national identity
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as a discourse; organizes our actions and perception of ourselves
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how is the nation created through discourse?
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1) narrative of nation
2) emphasis on origins, continuity, tradition, and timelessness 3) invention of tradition 4) foundational myths 5) pure, original folk |
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a.a on globalization
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homogenization: products produce sameness
hetero: commodities/ideas/images reshaped in different context globalization has tension between these two concepts *flows of info, etc. move at different rates |
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different techniques for approaching globalization
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universal global approach
glocal local approach case study |
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universal standardization
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1) homogenization of world needs
2) low priced but acceptable quality 3) economies of scale in prod. and mktg. |
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Gill's 3 key figures of feminism
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1) midriff
2) hot lesbian 3) vengeful sexy woman |
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how to recognize postmodernism
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1) spectacle/surface
2) collapse of metanarratives 3) fragmentation of time and space 4) intertextuality 5) pastiche (imitation) 6) playfulness, self-reflexive |
