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Advertising
Comm 101 Final Exam
14
Other
Undergraduate 1
04/22/2009

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Cards

Term
Advetorials in magazines
Definition
multipage inserts in magazines from several advertisers around a particulkar theme, like health or food or wine or travel that include article-like copy
Term
Open contract
Definition

agency pays a flat percentage of the media buy, usually 15%--so, for exampe if agency buys $1 million worth of space for budweiser, it would get $150,000

 

- Agency tries to buy space/time in bulk then charge the client a bit more than they paid

Term

Audience research

- psychographics

Definition
information that links demographic categories to personality characteristcs of an audience--whether people eg, materialisic or confident was to lead or follow
Term
Production-information format
Definition
some heavy on text, illustration used primarily to visualize packaging and product; others use images to demonstrate the utilities of the production in new ways
Term
Product-image format
Definition
product is given special qualities by means of a symbolic relationship it has to be more abstract and less pragmatic domain; product beomces embedded in sa symbolic context
Term
Personalized format
Definition
direct relationship between the product and the human personality--involves social admiration, pride of ownership, anxiety about lack of use, satisfaction in consumption
Term
Lifestyle format
Definition
balances product, person and stetting so product is seen within regular flow of life and everyday events--the setting serves as site for important interpretations
Term
Advertising strategies
Definition

- Showcase the product and its qualities

- Showcase how the product will make you feel

- Showcase how you will feel, or how others will regard you if you DON'T use the product

- Showcase the future self you will become when you use the produce

Term
Subordinate utilitarian aspects of the product
Definition
soap can clean, stove can cook
Term
symbolic qualities and values
Definition
soap makes you irresistible, stove beautifies your kitchen and turns you into a great cook
Term
Ads encourage:
Definition

- Us to be hungry for intesified emotional experiences (we constantly search for them and products provide them)

- Blind optimism--be happy it will all work out OK in the end

- Over empasis on the importance and centrality of sex to everyday life

- us to be obsessed with one's fitness and health; yet encourages us to have more instensive relationships with food that we do with other food--food porn

- A strong belief in the right to be gratified

- us to be always in a state of restless, perpetually unsatisfied desire

- Us to beleive that it's important to live for the moment

- sense of appropriate life cyle

Term
Advertising teaches us to be "other-directed"
Definition

--depend on others for constant infusions of approval and admiration to get temporary sense of self-esteem--self approval rests on public recognition and acclaim

- to seek the kind of approval that applauds not their actions but their personal attributes

- That success must be ratified by publicity

- to indulge in endless self-scrutiny--measures him or herself agains others and agains standards of perfection

- That being envied is more important than respected

- to be gripped by fantasies fo wealth, bewauty, omnipotence--the need to feel one is above the heard

- to regard everyone as rival

- to have a neurotic need for affection, reassurance, and oral gratification

Term
Commodity fetishism
Definition
investing a commodity with powers it does not have in iteself; the commodity possess magical pwoers and is itself transformed into a fantastical, animate thing or the product is capable of transofrming you into a new fantastical self; skin creams, running shoes, etc-- in other words, things come alive and we come alive when we use these things
Term
Paleosymbolic scenes
Definition

the private scenes which take place between people, especially signicant others like children, parents, friends, lovers, spouses, usually in private settings--often most gratifying and hopeful moments from people's lives

-- Waking up with baby, toddler taking first stems, gparents 50th anniversary, couple walking together on beach

--Advertisers seek to tap into these scenes--they correspond to genuine needs in the family cylce--advertisers frame these emotionally significant moments in relation to their product and suggest their product makes such moments possible

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