PPT-APPEALS AND TYPE OF ADVERTISING

The linguistic message Almost all images in all contexts are accompanied by some sort of linguistic message Roland Barthes introduced the concept of anchorage Linguistic elements can serve to anchor or constrain the preferred readings of an image to . Please type or print clearly in blue or black ink Note that a compromise will only be considered when it illustrates doubt regarding liability andor it promotes effective tax administration Compromises addressing any of the following will not be con Chapter Objectives. After reading this chapter you should be able to. :. Describe . the role of endorsers . in advertising. .. Explain . the requirements for an effective endorser.. Appreciate the . factors that enter . Presupposition. Presupposition is a necessary PRECONDITION for the processing of communication. It involves the existence of some objects or ideas. Presupposition (2). Here we PRESUPPOSE that there exists something which is as juicy as a fruit.. ~~Morpheus . Rhetoric is the art of influence, friendship, and eloquence, of ready wit and irrefutable logic. And it harnesses the most powerful of social forces, argument. Whether you sense it not, argument surrounds you. It plays with your emotions, changes your attitude, talks you into a decision, and goads you to buy things. Argument lies behind political labeling, advertising, jargon, voices, gestures, and guilt trips; it forms a real-life Matrix, the supreme software that drives our social life. And rhetoric serves as argument’s decoder. . ARISTOTLE & BEYOND. Rhetoric – the art of using language effectively and persuasively. What is rhetoric?. Ethos – relies on the credibility of the author. Logos – relies on logic and evidence. An Introduction. Aristotelian . appeals. Ethos – relies on the credibility of the author. Logos – relies on logic and evidence. Pathos – relies on emotion. Medium – written text, speech, TV, film, art, internet, etc.. 3. Objectives. Advertising’s Role in Capitalism. Role in Manufacturing & Retailing. Know Era’s & Association with Culture. Identify Evolutionary Forces. The Value of an Evolutionary Perspective. ROMANCE APPEALS. These advertisements display the attraction between the sexes.. The appeal is used to signify that buying certain products will have  a positive impact on the opposite sex and improve your romantic or love life. . Theoretical Frameworks and Appeals . Structure of an Advertisement. Headline. Short, simple, limited number of words. Sub-headline (not always present). Supports headline, somewhat of a follow-up to headline. Lecture Plan. Celebrities. Humor. Comparative Advertising. Advertising Regulation. Model of comparative advertising. ADVERTISING CONTENT. Celebrities. ~ 25% of ads have celebrities in them. The general belief among advertisers is that advertising messages delivered by celebrities:. All Course materials can be found here:. http://faculty.cit.cornell.edu/jl2545/teaching.htm. AEM 4550: Economics of Advertising. Laptops, Tablets, Phones, Oh My. For the fourth straight postseason, Cleveland's superstar is trying to shield himself from the outside world…. All Course materials can be found here:. http://faculty.cit.cornell.edu/jl2545/teaching.htm. AEM 4550: Economics of Advertising. Laptops, Tablets, Phones, Oh My. For the fourth straight postseason, Cleveland's superstar is trying to shield himself from the outside world…. Types of Appeals. When using persuasion, three types of appeals can be used:. Logical—logos. Emotional—pathos. Ethical—ethos . Logical Appeals. A logical appeal depends on reasoning and evidence, and appeals more to the audience’s intellect than their emotions.. Chapter 6. Adweek Media and Harris Interactive Survey. Ads somewhat or very interesting (55%). Ads not interesting at all (12%). Ads very influential in purchase decisions (6%). Nearly . half of 18-34 year-olds influenced by advertising.