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10 Cards in this Set
- Front
- Back
- 3rd side (hint)
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Communication mix |
Tools media message |
T M M |
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Approaches to advertising |
Involvement model (play) Get involved - Nike ID
Salience model (talked about) Standing out and being different - dance pony dance
Persuasion model (go to) Different to other brands - Kia offering a longer warranty
Sales promotion model (do) Main factor is sales - do now for 20% off |
PISS |
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Elaboration-likelihood model |
Promotional message | An individual's ability and motivation to process information (high/low) | (Central or peripheral route) | Attitude change
(High: car Low: crisps) |
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Strong and weak theories |
Strong: advertising has the ability to persuade someone to buy something they have never purchased before
weak: advertising is not strong enough to convert people, it just reinforces |
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Linear model of communication |
Source- encoding- message- decoding- receiver
(Noise around message) |
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Involvement theory |
Degree of involvement depends on risk and personal relevance
High: car Low: crisps
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Goffmans 'genderism' |
Relative size: men taller than women
Feminine touch: women outline, men grab
Function ranking: men in executive roles
Realisation of subordination: women sit, men heads held high
Licensed withdrawal: women drift from interaction |
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Ethical analysis of visual representation - Schroeder |
Faceism: visual prominence
Idealism: ideal groups in adverts (young, thin)
Exoticisation: race and ethnicity
Exclusion: people are left out (poor, disabled) |
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Body image in ads issue |
Use of idealised body
Sexual imagery
Changes importance placed on youth
Changes views on beauty |
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Advertising definition |
A paid form of communication designed to persuade the receiver |
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