Lesson 4: Understanding Advertising Messages

Supplementary skills & knowledge for reading comprehension in the new era

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Task 1

1. D; 2. A; 3. E; 4. C; 5. B

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Fordism
Old Economy was based on Manufacturing industries: standardization scale

replication
efficiency hierarchy.

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Post-fordism
commercial expertise and the world of commercially produced goods & services: a new centrality extended attention to the symbolic meanings of commodities and commercial texts the rise of the image-making industry = culture industry

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High modernity reflexive modernity (Lash & Urry) increasing culturalizing of goods and services

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Branding, Marketing, Advertising, PR

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Several Promotion Methods Are Available

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Classifications of Advertising

National Advertising Retail/Local Advertising Primary vs. Selective Demand Advertising

Consumers

Business-to-Business Advertising Professional Advertising Trade Advertising

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Organizations

Objectives Determine the Kinds of Advertising

Advertising Objectives
Product Advertising

Institutional Advertising

Pioneering Advertising
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Competitive Advertising
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Reminder Advertising

BASED ON THE MEDIUM PRINTED ADVERTISING

Newspapers, magazines, books, leaflets, panels, etc.

BROADCAST ADVERTISING
Television, Radio

INTERACTIVE ADVERTISING
Internet

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Communication Model
Context

Objectives
Sender (Source) Channel (Medium ) Receiver (Consumer)

Message

Message Execution

Feedback
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Conceptual Framework to Analyze Ads

1. Source 8. Evaluation 2. Target audience

7. Message Execution

Message Analysis

3. Medium

6. Messages

4. Context

5. Objectives

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 Objectives of Advertising

Informative advertising seeks to develop initial demand Persuasive advertising attempts to increase demand for an existing product Reminder advertising strives to reinforce previous promotion by keeping the name of the product before the market RIP acronym = Remind - Inform Persuade

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Advertising and Movement Toward Action

Related behavioral dimensions Movement toward purchase advertising at each step

Types of promotions and

Conative
Realm of motives. Ads stimulate or direct desires.

Purchase

Point of purchase Retail store ads, Deals Last-chance offers Price appeals, Testimonials

Conviction Preference Liking

Competitive ads Argumentative copy Image copy Status, glamour appeals Announcements Descriptive copy Classified ads Slogans, jingles, skywriting Teaser campaigns

Affective
Realm of emotions. Ads change attitudes and feelings

Cognitive
Realm of thoughts. Ads provide information and facts.
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Knowledge

Awareness
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Conceptual Framework to Analyze Advertising Messages

Product Attributes

Executional Framework Leverage Point

Consumer Benefits Personal Value

Means-End Chain

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Means End Chain for Milk

Attributes Low fat Calcium Ingredients Vitamins

Benefits Healthy

Personal Values

Self-respect Wisdom Healthy bones Comfortable life Wisdom Good taste Pleasure Happiness Enhanced Excitement sexual ability Fun Pleasure
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Personal Values

Comfortable life Equality Excitement Freedom Fun, exciting life Happiness Inner peace Mature love Personal accomplishment
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Pleasure Salvation Security Self-fulfillment Self-respect Sense of belonging Social acceptance Wisdom

Executing the Message

Scientific Musical Slice-of-Life Lifestyle

Demonstration

Common Executional Styles

Real/ Animated Product Symbols
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Spokesperson/ Testimonial

Mood or Image

Fantasy Humorous

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Task 2- Reading Text 1

What does the term constructive discontent (para. 3) mean? It refers to the awareness of what is (or maybe) wrong with the world around, then let it be a motivation to doing something constructive.

Task 2- Reading Text 1

What is the difference between Lamberts Listerine and the original Lister? (para. 7-para. 9) The latter one is a surgical disinfectant. It is stronger than the Lamberts Listerine and may damage the surrounding tissues if to be used carelessly. Such a product is difficult to be marketed.

Task 2- Reading Text 1

In what way is the bathroom considered the most architectural development in the twentieth century? How do different constructive discontents influence the bathroom? (para. 4 para. 5 & the whole story of Listerine) The bathroom has gradually become important in the house. It always has a door and a lock for the advertised need to deal with the private self, or the need for privacy. The bathroom is now full of

Task 2- Reading Text 1

What is the advertising hook Gerald found out after the talk with the company chemist? (para. 15 para. 18) It is the halitosis or the condition of having bad breath.

Task 2- Reading Text 1

What are the saw-toothed campaigns? (para. 24) They are the campaigns that were drenched and removed quickly. They helped Lambert determine how long shortterm memory created by advertising would last, and which pitches would work best.

Task 2- Reading Text 1

The chapter is entitled ListerineGerald Lambert and Selling the Need. What is the need that Gerald Lambert sold? He sold the need to cure antisocial germs in the mouth to achieve social attractiveness and introduced Listerine as the cure.

Task 2- Reading Text 1

Explain the statement, Listerine did not make mouthwash as much it made halitosis (para. 2). Halitosis is a socially-constructed phenomenon. Bad breath is not bad breath until people become aware of it as a disturbing situation and want to remove it. Listerine made people agree that bad breath causes social rejection. It created the need to cure antisocial germs in the mouth.

Task 2- Reading Text 1

Task 2- Reading Text 2

What is the purpose of advertising when large surpluses occur? (para. 1 para. 5) It tried to draw attention to the product in order to increase the need for the product.

Task 2- Reading Text 2

Why do advertisers get anxious during economic depressions and wartime? (para. 6 para. 8) During these two events, the first expense possible to be reduced is the money spent on advertising. In economic hard times, due to many factors, almost no surplus is created. No surplus equals no reward or no need for advertising.

Task 2- Reading Text 2

For what in exchange did the advertising agencies offer to turn their attention to the war effort? (para. 9 para. 11) They offered to turn their attention to the war effort provided that the tax laws would not treat advertising as extraneous and advertising costs should not be deleted as a deductible business expense.

Task 2- Reading Text 2

What does the term exvertisement mean? (para. 12 para. 15) It refers to the kind of advertisements which tries to draw audiences attention away from the product (often negative characteristics of the product).

Task 2- Reading Text 2

What was the problem of the dummy version of the New Haven Railroad ad? (para. 16) The copy panel was originally set horizontally, which failed to create the connection between the boy and readers. Such connection is very important since the ad is asking readers to move aside for these boys, to change their point of view, to make allowances.

Task 2- Reading Text 2

What was the purpose of the New Haven Railroad ad? (para. 17 para. 20) See the table for the objectives of the ad.

Task 2- Reading Text 2

Task 3- Ad 1

What is the advertised product? Sony Walkman

Task 3- Ad 1

Why do these youngsters not look at each other? Describe their clothes. They seem immersed in pleasure, brought to them by the walkman. They wear stylish clothes.

Task 3- Ad 1

What does the slogan Theres a revolution tell about the product and the context in which the ad was developed? The slogan is to convey the significance of the product. The product is expected to transform peoples listening habits. The ad must have been created at the time Sony Walkman was newly developed and marketed.

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Task 3- Ad 2

The ad was developed by a Jewish advertiser named William Bernbach. When critics talk about Bernbachs contribution to advertising, they invariably mention that he gave personality to products. Supposed that the Volkswagen has a personality, what adjectives do you attribute to him? Possible adjectives: self-conscious, anxious, clever, etc.

Task 3- Ad 2

Task 3- Ad 3

Interpret the slogan of Apollo Where the best become better.

Theres always a room for improvement, and there is always a need to take part in Apollo courses. Customers of Apollo are the best attribute of Apollo: prestige, personal value: selfimprovement, wisdom.

Task 3- Ad 3

Task 3- Ad 4

Task 3- Ad 5

Task 3- Ad 6

Task 3- Ad 7

Culture jamming
Culture jamming is the act of transforming mass media to produce commentary about itself, using the original medium's communication method.

Thank You

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