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ADPR 3140 Test 2 Lecture Note

ADPR 3140 Test 2 Lecture Note - ADPR 3140 Test 2 Lecture...

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ADPR 3140 Test 2 Lecture Note I. Manipulation, Materialism, and Values a. Introduced by Schudson b. Reflects values system of society II. Manipulation and Persuasion a. Manipulate: to manage or influence deviously for one’s advantage; get another to do something involuntarily (against self-interest) b. Persuade: to win someone over to a course of action by reasoning or inducement; to convince III. A Big Question a. Does advertising have the power to manipulate a person to act against his/her own will or best inters? b. Answer driven by assumptions of human nature – egoism and intellectualism IV. Critics argue that advertising can manipulate: a. Two Critics: Galbraith and Pollay b. Appeals to subconscious level i. Subliminal advertising: word or pictures placed where we can’t consciously see ii. Process subconsciously iii. Motivation research 1. Looks for motives for processing 2. Use focus groups, interviews, other quantitative methods 3. Clinical psychology: closer to what psychiatrists do, get to the root of things c. Appeals to emotions (not rational) i. Emotion overrules reason d. Uses scientific power to advantage i. Study of consumer behavior ii. Targeting a market iii. Physiological/psychological testing 1. Psychoanalytical techniques 2. Eye tracking 3. Alpha waves 4. FMRI a. Has measurable cumulative and long term effects (can’t be measured scientifically; thus humanistic) b. Normalizes certain behavior c. Cultivation analysis (content and perception) V. Advertising and Lifestyles: Historical Record a. Advertising reflects how we lived in the past, how we live
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now, and how we might live in the future b. These reflections are idealized and cumulative c. They tell us about work, play, family life, fashion, styles, and more d. Ads reflect a form of journalism – chronicle and record life e. Lag effect of advertising and trends sometimes large VI. Value, Value Systems, and Values a. A value is an enduring belief that a mode of conduct or state is personally and socially preferable to an opposite mode or state, involving a balancing of opposites b. A value systems is an enduring organization of beliefs along a continuum of relative importance c. Values, then, are hierarchically ordered prescriptions and proscriptions for actions VII. Advertising and Values a. Advertising is an institution that maintains, enhances, and conveys values within a culture b. Values are manifest in the content of advertising VIII. Values in Advertising: The Good, The Bad, The Ugly a. See slides 10 and 11 IX. Information or transformation a. Informational – Provides information about attributes that help our decision (reasons why) b. Transformational – Provides information on how we will feel if we buy product or service (emotions) c. Both reflect social valves X. Galbraith’s Argument: Demand Creation, not Stimulation a. Creation of consumer wants by entities (sellers) that satisfy those wants (driver of demand, not driven by demand) b. Creates propensity to consume i. Consuming as a way to solve problems and obtain a good life ii.
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