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The role of communication in advertising
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On this essay I want to look at our study on the Charity Campaigns project. The main goal for us is to know more about the audience attitudes towards those campaigns. By considering this point, it is possible to have a specific look at the aspects of participants’ lives and their behavioral concepts. Related to our subject, there are different theories that can be linked to our project which are related to audience studies. Gathering data through qualitative method is possible by using interviews and it can help us to get valuable records related to specific data that we need to deal with. On the rest of this paper, I will briefly explain all these aspects.
As our theoretical approach, the basement of our project is “Audience Studies” theory, because of our aim, which is doing this research to know more about the audience perspective to charity campaign. Regarding to this theory, it is possible to study our audience representation of this subject related to their experiences. Another theoretical dimension which is related to our work is “Reception Theory” by Hall. By concerning this theory, it is possible to look at the various sociological factors of audience such as gender, past experiences and their beliefs which has effect on the way of reading the text. Lastly, from ”Communication Study” and “Identity Theory”, we could do survey our target group reflection based on their cultural aspects and personality which could have effect on their attitudes to donate. Additionally, To find out the role of identity in giving, the reason of people donating and specifically base on their gender, to find out what is the difference between men and women for participating in donation.
In our study, the core part of survey goes around aud...
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...out different factors which could have effect on making their decision on donating.
In conclusion, we could explain our project, generally, as an audience study research to identify different perspective of people to donate and the reason of this point from different perspective of audience studies to reception analysis. We would also look specifically on their reception model of charity advertisements, to look at their mode of decoding the charity texts. We put our effort to do our research on a experimental way to gather suitable data related to our target group experiences and feeling towards charity campaigns and their various kinds of ads. Finally, we would like to look at this process of perception and reception of audience attitudes to the field of charity through real experiences in their life by concerning their different gender and cultural background.
This advertisement from the American Society for the Prevention of Cruelty to Animals (ASPCA) immediately affects the viewer’s emotions. By playing sad music in the background while images of scared and injured animals pass the screen, the creators of this advertisement are successful in compelling many viewers to open up their wallets and donate to the cause. Through the use of common rhetorical devices as well as less obvious strategies, this advertisement targets the viewer’s mind and succeeds in its goal of presenting the topic as a problem that needs to be solved. However, it is interesting to consider whether the problem that should be addressed is really animal neglect or something bigger, like the fact that many citizens prioritize
During World War II, for instance, the elements of war were taken from the location of the military fights and brought to the households of millions of families. Advertising has the power to sell ideas, to give or take away hope, and to boost people s morale; the ideas that were presented to the public through propaganda are immortal, they linger in the nation’s memory. Images often displayed in posters and pamphlets during war time, were an essential factor in gaining peoples support and trust, images attract people’s attention with more efficiency than words. It is an effective means to attract attention; it I said that images speak louder than words and this case is not the exception. Media, during World War II, was the catalyst which increased the magnitude of the issue that was being confronted.
Similar to news in its widespread marketing, publicity is another method in which people’s minds are reprogrammed, this time by the merchandisers. Publicity attempts to ingrain concepts and transmit political and commercial messages into the consumer’s minds, in an endeavor to make them buy specific goods. They do this by constantly exposing the people to the products through their repeated displayal on various mediums. Billboards and posters can be found on most highways, and in nearly all cities around the world. Consequently they push ideas at the consumer any time he/she travels on foot, by car, or even uses the public transport systems.
Advertising is a primary socializing agent in society. Pollay views this to have profound, negative consequences due to its stereotypical portrayals, ideological representations of consumerism and materialism as well as its manipulative and persuasive nature (Yeshin 18). While there is some validity in Pollay’s argument, it is particularly one-sided. He does not recognize the favourable effects of advertising such as its role in raising awareness about social issues and reinforcement of positive ideologies and fails to take into account that the way the viewer decodes the message as well as their response to that message shapes the potential effects that advertising has.
The Salvation Army uses the Aristotelian appeals, ethos, logos, and pathos to convince the audience that donating to their company will provide hope to underprivileged people around the world. Utilizing the image of distressed children for provides the use of pathos, logical facts for logos, and their company’s creditability for ethos. Affecting the advertisement the most dramatically, is the idea that donating to the Salvation Army is a way to give hope to individuals who are affected from natural disasters. Visually, a young boy is holding another young boy, who is most likely, his brother in his arms. Covered in dirt and cuts, the boys are also wearing tattered and ripped clothing. In addition the boys have no shoes, showing their damaged dirty feet. A bottle on the side near the boys has dirty water in it, displaying the idea of no clean drinking water. Correspondently, the children are sleeping on dirty stairs showing they are homeless with no food, clean water, and no clean clothing. On the bottom right corner of the ad there is the Salvation Army logo. Near the bottom there is the contact information to donate and learn more about the charity. Similarity, there is also a small memo describing what the donation provides to individuals in natural disasters and what they will receive from the Salvation Army. For example, it provides emotional support and helps the injured and heartbroken people. In bold font “Giving Hope Today”, is written on the advertisement, providing the idea that donation to the Salvation Army is more than just providing necessary support and needs to individuals affected by natural disasters, but it provides hope and a future.
The characteristics of the audience that I must consider when addressing the audience are the primary stakeholders. They are employees, managers, and owners. They are individuals who will be affected by an endeavor and can influence it, but they are directly involved with doing the work and engaging in economic transactions with the business. They are individuals who beliefs are opinions held by people; their values are views of their sense of right or wrong. Their attitudes are predispositions to behavior such as inclination to agree or disagree; approve or disapprove. Their behaviors are actions taken that are not always consistent with beliefs, values and attitudes.
Advertisers all have one goal in common, that is an ad that is catching to a consumer’s attention. In today’s fast paced society there are so many selling products and charities. As I exam the advertisement for the American Society for the Prevention of Cruelty for Animals (ASPCA), I will show how they use the pathos, ethos, and logos – also known as Aristotle’s Theory of Persuasion.
A good advertisement always can leave a deep impression to the audience. It associates with the rhetorical skill to represent the meaning of advertisement. An advertisement I want to discuss is about domestic violence topic. (this advertisement from Amnesty International). It is a public service advertising. The purpose is hope three types of audiences can pay more attention to domestic violence and makes an effective use of pathos by appealing the sympathy of the audience. This is the most impressive ad I have ever seen.
Cause related marketing will explore this type of marketing, its adversaries and opponents. It will also explore the phenomenon of charity related products within this type of marketing.
By using observation method, a wide variety of behavior can be recorded. Picking through the garbage on the side of the road can reveal behaviors of fast-food customers, or sitting for only one hour in the university canteen can understand the gender differences in choosing (diet) meal, or even watching the customer’s behavior from deciding which yogurt to be taken off its store shelves in the supermarket can also answer the question: Are the customers be attracted by its appearance or flavor or price or brand or nutrition? The aim of this observation assignment is to evaluate and explain the different types of interactions between individual and groups present, as well as the environment in which these interactions take place. The field observation was conducted at the Vietnamese fast-food restaurant named “We love Banhmi” in Budapest, and the role adopted, was that of observer as a non-participant. Group structures as well as overall activity, patterns of behavior, and the duration and timing of such behaviors and interactions were observed and recorded. Sociological concepts pertaining to age, gender, and appearance were also noted and applied.
This paper will analyze an ATT commercial according to audience, purpose, context, ethics, and stance. The focus will emphasize the audience which the aid is trying to reach and how they do so.
Media is so rampant, a whole chapter of human history can be written only based on advertisements and commercials. Not only does the media show the progress of human history, but it also shows human emotions, social behaviors, moral values, and many more attributes. People are literally surrounded and bombarded with advertisements; with every turn of a head or click of a button they hear and see commercials, billboards, and radio announcements. These forms of media extract the important wants and needs of society. Some of these wants and needs include food, fashion, sex, health, and money. This essay will not only analyze human behavior through advertisements, but explore the major advertising topics and strategies.
Nowadays, it is a consumption society which contains both homogeneity and diversity. As one of the biggest contributor of customer culture changes, advertising is an essential and inevitable element in our daily life which could be visible anywhere and experienced different stages. Early advertisements are generally seemed as “simple, crude and naïve”, while the contemporary advertisements are “persuasive, subtle and intelligent” (McFALL, 2004:3). The early advertise agency just bought some space in media and sold to customers. As the development of advertisement, art design and unique idea were added into advertising, and then it formed advertisement industry. Advertisement industry “adjusted its marketing practices to the novel situation created by consumer culture”. (McFALL, 2004:110) Advertisement is not only an assistor to the increase of consumption economy, but also a contributor to customer culture development. “The contemporary advertising agency did emerge as the result of historical circumstances”. (McFALL, 2004:111) The advertisement industries have more significant impact on marketing and customer which could be interacted with customer’s consumption attitude, value and belief. However, “culture can function like a nature” (Cronin, 2000:145). A slogan called “I shop therefore I am” which came from Barbara Kruger was famous in recent years. She argues that every purchasing behavior could be seemed as a reflection of customer’s aesthetic attitude, consumption taste and buying habit (I Shop, therefore I Am, 2000). In this article, a topic of the reflection and interaction between advertising and modern consumer culture would be analyzed, including the necessity, representation and semiotic meaning. This essay has three m...
Advertising is an exaggerated reflection of life and founded in some of the perspectives the audience may have of society. While advertising does have a negative impact upon society by frequently portraying stereotypes, materialism and sex appeal as a method to sell products (Pollay, 1986), it is also true that society shapes these advertisements. Advertisement being a force upon the population is just as true as the statement that advertising is shaped by the population. In admitting that both of these statements are true, it is clear that advertisements inflicting the portrayal of certain negative concepts is caused by a society holding these values and beliefs. As advertising is moving forward it is becoming more filtered to suit the values of an individual as well which holds contention towards Pollay’s statement. Pollay has a valid point that advertisements does have a negative effects upon the viewer. However, it is a question about whether it is the responsibility of the advertiser to change the values of advertisements to suit more ethical values.
One of the less overtly discussed issue in society, but nevertheless a significant one, is the question of how advertising affect people. This essay will discuss of the immoral impact that have advertising on people’s minds to control better their strategy to push products on consumers. First, ads overspread people’s lives in an annoying and oppressing way. By using social network, marketers become closer of people. They try to understand in a better way their clients. Indeed, by using new technologies in order to track the localization and interest of people and predict their needs, marketers can target their clients. Privacy of people is totally being compromised. Besides this paper promotes that the advertising world is wicked and brands are willing to do anything to grab the attention of customers. Companies are making researches about their consumers, notably about how the attention of clients is divided in front of advertisement, in order to improve the effectiveness of their marketing plans. Moreover, this essay praises that retailers collect too much data on people in order to resell personals information to different branches of business without people’s approbation. The inherent lack of security concerning personal information is becoming a real issue. In fact, marketers embellished the reality in order to drive people to consumption. They are motivating to increase their profits. Unwaveringly, this essay rejects the notion that brainwashing with advertisement has a positive impact on the costumer and consumption.