Development of advertising From information, to persuasion to online marketing Persuasive communication

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1 1 INTRODUCTION Development of advertising From information, to persuasion to online marketing Persuasive communication Ethos, logos, pathos Advertising and persuasive communication Learning outcome 2: Gain a basic understanding of the three core areas in Media & cultural Studies Learning outcome 4: Argue using appropriate academic discourse in a variety of formats

2 2 ADVERTISING Advertising is everywhere Raymond Williams: talking/giving notice of something Moved from information to persuasion By 1930 advertising as organised industry Fordist approach to production Powerful advertising organisations

3 3 POST-FORDISM & NICHE MARKETING Sophisticated marketing niche Specialist products to market segments Image management and advertising are important Brands expanded to become broader sets of conceptual meanings companies associate with E.g. Coca-Cola, Virgin How advertising works (2.23)

4 4 MODELS OF PERSUASION Use value use of objects Symbolic value Advertising sell us ourselves Four distinct phases Idolatry the product Iconography symbolic meaning Narcissism emotional identification Totemism lifestyles and communities Perhaps not as simple

5 5 CULTIVATING COOL Cool: symbolic qualities= confident, self-assured, genuine, up to date, youthful, discerning, active, innovative Advertisers often borrow from grassroots cultures Cool hunting Association with brands e.g. Reebok, Absolute Vodka, YouTubers Irony, parody and self-critique

6 6 ADVERTISING IN THE DIGITAL AGE Spot advertising: discrete advertising slots Audiences have control over what they view New opportunities in the digital environment Product placement: products integrated into storylines, environments Advertorial: paid for promotional content appearing as independent E.g. press releases, publicity stunts, product launches, offer of interviews, free samples

7 7 ADVERTISING IN THE DIGITAL AGE Direct sponsorships opening/closing credits/within programmes John Lewis Christmas ads Ultra targeting: messages directly targeted Narrowcasting Ego-casting

8 8 PERSUASIVE COMMUNICATION Rhetoric use of language with persuasive effect Aristotle Ethos credibility of the speaker to influence the audience Pathos emotional appeals to the audience Logos use of reasoning to construct an argument (often statistics are used).

9 9 ETHOS/PATHOS/LOGOS AND ADS Tea Commercial Ethos Airways Commercial Logos Text and drive commercial Pathos There is often a mixture of ethos, logos and pathos in ads

10 10 ADVERTISING AS PERSUASION Function is to persuade Exaggeration and embellishment rather than outright manipulation Advertisers are not allowed to lie, but not bound to tell the whole truth Distortion or interpretation of reality Tries to influence the audience to think a certain way

11 11 NEEDS/DESIRES AND ADS False needs - Marxist viewpoint Real needs directed towards the marketplace Galbraith desires are subject to manipulation (2.49) Aspirational TV

12 SUMMARY Advertising: more and more sophisticated Not just informative but part of a lifestyles Persuasive communication can be used in relation to analysing the text And in relation to understanding how advertising works You could do a content analysis using ethos, logos, pathos in relation to advertising (assignment 2) 12

13 13 REFERENCES Barker, C. (2008 ) Cultural Studies, London: Sage. Branston, G. & Stafford, R. (2010) The Media Student s Book. London: Routledge. Giles, J. & Middleton, T. (2008) Studying Culture, A Practical Introduction. Oxford: Blackwell. Hodkinson, P. (2017) Media, Culture and Society. An Introduction. London, Sage. Hall, S., Evans, J. & Nixon, S. (2013) Representation. Cultural Representation and Signifying Practices. Oxon, Sage.