Term
| What is a Cultural Pattern and how do we learn them? |
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Definition
Socially transmitted values, beliefs, institutions, and behavioral patterns.
example: College after high school
We are taught them by social trasmission, culture, media, and experiences. |
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Term
| How are Cultural Patterns taught and reinforced? |
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Definition
They are taught and reinforced with language, myths, and tales/parables.
example: knight in shining armor
Also books, television, songs, and sermons
Oberservations we make of others.
These patterns are so ingrained, a commercial doesn't need to explain the girl kissing the frog. (red bull) |
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Term
| What are myths and parables? What lessons do they teach? |
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Definition
| Stories we tell that shape our understanding of right and wrong (boy who cried wolf), good and bad (ugly duckling), and overall cultural expectations (the little engine who could). |
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Term
| What is the possibility of sucess myth? |
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Definition
anyone can rise to the top through hard work, honesty, and sincierty.
examples: Army - be all you can be or internet colleges |
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Term
| What is the value of the challenge Myth? |
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Definition
Suggests wisdom can be found and gained from rigourous testing
and that some rite of passage or initiation gives us power.
suffering can be good, nothing ever came without sacrifice and pain
Suffering leads to maturity, humility, and wisdom |
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Term
| What is the myth of the triumphant individual? |
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Definition
humble, hardworking, self reliant, honest, and self made individuals will succeed.
ex. pursuit of happyness (movie), obama, and oprah |
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Term
| what is the myth of the benevolent community? |
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Definition
people are essentially good and in times of need they will help each other.
ex: hatit, 9/11, katrina. |
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Term
| What is the myth of the man's man and women's women? |
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Definition
Men should be macho, show little emotion,
Women should be soft spoken, kind, and nurturing, but also comepetent, practical, well groomed, and attractive.
example: kelly ripa commercial |
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Term
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Definition
Our cultural patterns reveal our cultrual vaues.
A cultural value is what we as a society consider important |
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Term
| What is the value of the individual? |
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Definition
| Rights and welfare of the individual over groups and others. |
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Term
| What is Achievement and Sucess as a core american value? |
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Definition
We as a society value accumulation of status, power, property, and wealth.
Examples are the myth of cinderella and commercials for mercedes (and other status symbols) |
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Term
| What is the core american value that change is progress? |
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Definition
| It suggests almost any kind of of change wilkl lead to progrss and that progress is inherently good. |
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Term
| What is the core American value of Effort and Optomism? |
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Definition
The most untainable goals can be reached if one wants them enough.
Ex. The myth of the little engine that could. |
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Term
| What is the core American value of efficiency, practicality, and pragmatism? |
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Definition
We value solutions that are fast and practical.
Ex. work smart, not hard |
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Term
| What are the Variable-analytic approaches? |
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Definition
| Certain variables increase or decrease the likelihood of persuassion |
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Term
| What are the primacy-recency effects? |
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Definition
| we tend to remember the first or most recent |
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Term
| What is the two sides argument? |
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Definition
| Introduce the negative argument people are already considering, and then refute it |
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Term
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Definition
| It is the approach where you warn people of the potentially damaging info or persuasive attempts to come in the future. Discourage central processing. Used in politics. |
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Term
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Definition
sad and neutral = more central processing (ex. breakup)
happy and positive= more peripheral processing (ex. shopping) |
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Term
| What is fear and drive reduction? |
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Definition
Key is efficacy (the ability to produce)- fear
providing a reasonable recommended action to ward off the threat.
Truth!
Too much fear and not enough efficacy, people have defensive avoidance. |
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Term
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Definition
Messages are intedend to assault the human
offends sensibilities. |
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Term
| What are the 4 ways to appeal to your psychological/emotional self? |
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Definition
Appeal to deeply held needs
Appeal to positive and negative emotions
Appeal to attitudes
Appeals to states of balance/states of unablance |
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Term
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Definition
Cannot rely on what people say they like or dislike - people have no idea.
People do not act logically when they buy, vote, join
People's actions are infuences unconsciously, they act emotionally or compulsivley |
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Term
| Vance Packard's Eight compelling needs |
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Definition
- need for emotional security
(anxiety about the future, feelings of insecurity and unpredictability)
-the need for a sense of power (people feeling powerless until fufilling the need)
- the need for roots
(20% of the population is moving, we are mobile)
- the need for immportality- the society is youth obsessed, people want to seem younger and younger |
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Term
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Definition
both negative and positive.
Fear - how many people have secuity systems for no reason?
Fear works a few ways:
Guilt - parents with anti-drugs
Anger - reform health care
pride - mccain
happiness and joy - sonic commercials
humor |
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Term
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Definition
"we care about you" - relates to burke's id - bubble
-Preciousness of time today (relates to efficency value)
composition- color, size, layout
sex
questions - do you want to look younger? (draw on identification)
Sexual appeals - from blatant to subliminal
weasle words: help, like, virtually, faster, as much as |
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Term
| Carefeful of Deceptive claims |
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Definition
hazy or irrelevant claim
the advantage claim - 100% juice
question claim - only implies a brand benefit, "If you can't trust us, who can you trust"
Mysterious or Magic ingredient claim |
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Term
| Ch 8 in Woo - How to present stuff |
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Definition
1. Make it Vivid - washing hands at the hospital(screen saver)
2. demonstrations and symbolic actions - glove samples, fat lost in a wagon, sugar intake
3. put your heart into it - persistent and emotional, be excited
4. tell a story - people remember stories, relate to, connect to, burke's id, politicians
5. personalize it - bring people into your shoes, make it real
6. make it a puzzle - mental challenge, ask a questions
7. build briges - use anaologies and metaphors
8. force audience to think - central processing. |
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Term
| What are the parts of Rank's Simple model? |
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Definition
intensification - intensifying your good parts, or other bad parts
downplaying - downplaying your bad or the others good |
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Term
| What are the parts of intensification? |
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Definition
reptition -
association - celebrities, movies, wheaties box
composition - the physical make up of an ad |
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Term
| What are the parts of downplaying? |
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Definition
omission - leave something out
diversion - take attention away from something bad to something good
confusion - use technical jargon to deliberatley confuse |
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Term
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Definition
how to be consumers to 5 to 9 identifiable brands
-be first
-be the best
-be the least exspensive
-be the most exspensive
-tell them what your not
-postion by gender
-position by age |
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