Textual Analysis Of Advertising

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Modern day Americans lead busy lives dedicated to working diligently, spending quality time with with family members, upkeeping social ties, and any other obligations they may have. Along with this ornate lifestyle, the average American is bombarded with upwards of fifteen hours of advertisements per day. This number has increased drastically from 2008 when expose to advertisements averaged only eleven hours daily (source 1). This dramatic change gives proof to the fact that advertisement is an important part of media, but how, and to what effect, does it influence every day live?

One major point of advertisement is brand recognition – specifically aspects as simple as slogans or logos. From Nike 's slogan “Just Do It.” to the iconic golden
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Since then, the cost of advertising has skyrocketed. (source 3).With such a massive bill comes an intricate strategy to make these ads effective. While slogans give an iconic message, methods such as repetition, subliminal advertising, bandwagon, testimonials, and emotional appeal push a convincing message that favors the advertiser.

Repetition is similar to slogans and logos in the sense that it takes a message or idea and forces it relentlessly in an attempt to instill the thought onto the viewer. Advertisements are relatively short, but it is not uncommon that a word gets used an upwards of five or more times in under a minute. An example of repetition is when a commercial frequently references that a price is “once in a lifetime” or that it is lower than any of their competitors can offer.

Subliminal advertising advertises hidden messages that most people do not subconsciously recognize. With this method, potential customers construct personal views based on whatever the message intended, although they believe the idea came to them naturally. One of the most widely known examples of this was in an anti Al Gore campaign ad where the word “RATS” was briefly flashed on screen in a transition. Although this ad was well known, the effectiveness of the ad is highly
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Fame is highly valued in America, competing with other values such as working hard or honesty. In the past, people would value the word of someone who was known to be hardworking. Now, many consumers will use a product just because someone famous appeared on screen with it. For the most part, endorsements come in two ways – endorsements of popular products that already exist, and self endorsements of products that are made to fit a certain figure. Actors and athletes alike both endorse brands they may or may not actually use because they are paid to do so, and the company hopes that people will be persuaded to buy the product. There are also products, such as the myriad of celebrity clothing lines, that exist and prosper purely because of name recognition. These products are priced high simply because they have the name “Jessica Simpson” or “Kim Kardashian” attached to

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