Comm Lecture 10-10-13

Front 1

advertising

Back 1

the paid promo of a product/service

Front 2

micro level advertising

Back 2

subtle influences on consumer behavior

Front 3

macro level advertising

Back 3

part of capitalist system's promo of goods to consumers

Front 4

four reasons subliminal advertising doesn't work

Back 4

People have different threshold for conscious awareness
No guarantee the message will be interpreted in the intended way
To influence attitudes, messages must get absolute attention
Likely to be lost in the shuffle of other, consciously processed messages

Front 5

3 explanations for why mere exposure works

Back 5

Messages easier to process if already seen/heard
People infer that ads that come quickly to mind must be well-liked (by themselves)
Repeated exposure brings comfort and familiarity

Front 6

when mere exposure works

Back 6

Best for neutral products/issues
Attitude formation, not change
Does not work for negative attitudes―can backfire
Only up to a point: afterward, wear-out

Front 7

symbol

Back 7

a visual object (sign) with social/cultural meaning

Front 8

semiotics

Back 8

study of how designs have meanin

Front 9

celebrity endorsements

Back 9

Celebrities function as peripheral cues, for low-involvement processing
Especially effective when “matched” with product
Advertising match-up hypothesis
e.g., athletes endorsing Nike

Front 10

high involvement persuasion

Back 10

For important purchases, we process centrally
Consider merits of arguments and beliefs about products
What constitutes a strong argument?
Return to functional theory (Chapter 5):
Attitudes serve different functions; ads should match these functions and highlight them