Analysing Advertising

Analysing Advertising Understanding the language and techniques of advertising What is advertising? Advertising is a message designed to promote or sell a product, a service, or an idea Advertising reaches people through varied types of mass communication Advertising is a multibillion dollar industry (more than $100 billion a year) in the U.S Why advertise? -to sell products -to promote an image -to gain new customers -to gain political support -to recruit people -to influence people’s thoughts and actions Where is Advertising?         Television Radio Billboards Internet Print ads (magazines, newspapers) Vending machines Signs Tatoos The language of advertising:      Consumer: a person who buys goods or services Focus group: a small group of people chosen by marketers for the purpose of testing a new product or idea Marketing: the many ways that products are sold Media: the many different methods of communication available today Product placement: a form of advertising in which marketers pay to have a product shown in the media The language of advertising…    Brand loyalty: a person’s preference for a product Target Audience: a group of people that is expected to buy a particular product or service Parity Products: products in which all or most brands available are nearly identical (toothpaste, soaps, soft drinks, pain medicines, beer, gasoline) The “Claim” What does the ad’s language tell you?   The “claim” is the verbal or print part of an ad that makes some claim of superiority for the product being advertised Often no one superior product exists and advertising is used to create the ILLUSION OF SUPERIORITY ILLUSIONS OF SUPERIORITY To create the necessary illusion of superiority, advertisers usually resort to one or more of 10 basic techniques The Weasel Claim The “We’re different and unique” claim The “So What” Claim The “Compliment the consumer” Claim The Scientific or Statistical Claim The Unfinished Claim The “Water is Wet” Claim The Vague Claim The Endorsement or Testimonial The Rhetorical Question The Weasel Claim  Words that appear meaningful and substantial upon first look, but disintegrate into hollow meaninglessness on analysis are weasels  Commonly used weasels: • • • • • • • • • “helps” “virtual” or “virtually” “acts” or “works” “up to”, “as much as” “refreshes” “comforts” “fights” “looks like” or “the look of” “fortified”, “strengthened” and “enriched” • “new” and “improved” The “We’re Different and Unique Claim”  This claim states that there is nothing else quite like the product being advertised For example: “There’s no other mascara like it.” “if it doesn’t say Goodyear, it can’t be polyglas.” (Polyglas is a trade name copyrighted by Goodyear Goodrich or Firestone could make a tire exactly identical to the Goodyear one and yet couldn’t call it ‘polyglas’—a name for fiberglass belts.)  The Scientific or Statistical Claim   This kind of ad uses some sort of proof or experiment, very specific numbers, or an impressive sounding mystery ingredient For example: “Certs contains a sparkling drop of Retsyn” “Easy off has 33% more cleaning power than another popular brand.” The “Compliment the Consumer” Claim   This claim butters up the consumer by some form of flattery For example: “You’ve come a long way baby.” “The lady has taste.” “We think a cigar smoker is someone special.” The Rhetorical Question  This technique demands a response from the audience A question is asked and the viewer or listener is supposed to answer in agreement with the products goodness  For example: “Plymouth, isn’t that the kind of car America wants?” “Shouldn’t your family be drinking Hawaiian Punch? Colour and Language Advertisement often use catchy language to get your attention Puns are one such technique What is the pun here? Notice that the only items in RED are the PRODUCT and the PUN This focuses the reader’s attention on the product and an important quality of the product The ad is very simple and minimal What is the reader supposed to learn from this ad? Images in Advertising Understanding the image in the ad is key to understanding the ad DENOTATION VERSUS CONNOTATION Denote means “to signify directly or literally” and describes the relation between the word and the thing it names Connote means “to signify indirectly, suggest or imply” and describes the relation between the word and the images or associations it evokes Thus, the word river denotes a moving body of water and may connote such things as the relentlessness of time and the changing nature of life (www.dictionary.com) Denotation vs Connotation  The denotative meaning: the image is a motorbike  The connotative meaning: speed, adventure, risk taking… Denotation: Ask yourself these questions What is it of? • How many images are there? • Is there a main image plus a pack shot? • Is it a literal representation of the product or is it a metaphor? How is the image positioned? • What is the camera angle, and how does it position the reader? Non-Verbal Communication: • What is being said without words by the body language of the model? Connotation: Ask yourself these questions Content Signs • What the costumes, setting, accessories tell you? What you infer? Intertextuality Does the ad refer to any other media text? Is it a parody? Through the use of music does it evoke a movie or novel? What you see? Who is this ad for? What type of qualities is this ad suggesting women should have? What you think this ad is selling? Why? What ‘temptations’ does this woman ‘look right in the eye’? What advertising techniques are being used here? Stereotypes in Advertising Ad campaigns often make use of stereotypes as a shorthand way of communicating a set of meanings Gender stereotypes are the most common Gender Stereotypes MEN are s ho wn as : Women are shown as: Primarily func tio nal, as s o c iate d with: he avy mac hine ry, bus ine s s de c is io ns , we aring e xe c utive s uits and watc he s , talle r than wo me n Decorative, associated with, kitchen equipment, domestic financial decisions Are seen: lying down on beds and floors Female Stereotypes Woman as Domestic -the only ones able to manage a house and children thus making a career difficult Woman as Sex Object Woman as Beauty -passive -subservient to men -often barely clothed -provocative pose or look -used in ads for products to improve their beauty -told life would be better if they this one thing to improve themselves Male Stereotypes Hero Outdoorsman Urban Man -able to win and conquer -strong -seen in nature, often -seen as enjoying in control over wild luxury nature Family Man Breadwinner -seen with a child or as father figure or coach -shows man as At Work -usually involved in a more blue collar job controlling a child or than white collared woman, one -often in background, as though watching or protecting them Erotic Man Consumer Quiescent -stereotype for the ideal man, muscular and tall -the average guy -usually fairly inactive -tells you that if you don’t use this product you aren’t even average -ok for men to be doing nothing productive because they are having a quiet moment in their busy life Major Problems with Stereotypes  Women: • Unrealistic goals leads to self-esteem issues • Women are seen as objects not humans • Women are passive and not in control of themselves • Message is: change appearance = life will be better     Men: Show ideal for body type which can be unrealistic Men are seen as aggressive and in control of things, including women Women’s problems are “fixable”, you either fit the part of the masculine ideal or you not Your Assignment: For Thursday Find at least advertisements Requirements: -must show at least different claims -must show some gender stereotyping of male and female -must be in good repair when they are brought to class