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Unformatted text preview: Structure of Advertsing Contemporary Advertising- Does not offer fixed models of behavior to replace traditional ones, but successive waves of associations between persons, products and images of well-being in an endless series of suggestions about possible routes to happiness and success. o Used to do this through fear (halitosis)- Works by allusion, free association, suggestion and analogy rather than by literal or logical rule.- Metaphor is at the very heart of the basic communicative form of advertising. Metaphor- Transfers qualities from one domain of life to another. o Source domain o Target domain- This transfer is selective, and never complete- Set up associations between images and ideas.- Can be accomplished verbally and visually.- Examples: o A fruitful idea: Source domain= fruit of blossom; idea of bearing fruit Target domain= want to make associations between blossoming and ideas. o We must jump-start the economy Source domain= jump-start, gets going, stimulate, sudden, needs to be quick. Target domain= want to make associations between jump-strart and economy. o Player is on fire Source domain= fire= unstoppable, quick, warmth, dynamic, consumes things (but could also mean destruction)\ Target domain= player= dynamic (= unstoppable), hot (=unable to handle) Could be negative o Our company is a family Source= family= connection, sharing, obligation, fight, abuse, divorce, blood Target domain= we want them to think about the connection, sharing, obligation, we dont want them to think about fighting, abuse, differences, but we cant always control that!- When we say associations are selective and not always complete is that we cant know how people are going to associate things. Figurative Language in Advertising McQuarrie and Mick- Look at meaning as well as information- Interpretation as well as stimulation- The way something is expressed may be more important than prepositional content. Advertising- creation of deliberate ambiguities- Open-endedness- Fluidity of meaning- Leaves much to the interpretation of the viewer- Often require audience to bring in outside knowledge to interpret the ad.- Examples? Figuration- When an expression deviates from expectation- Everyday vs. artful language o Say hello to your childs new bodyguards Band-aid ad- Every communication encounter sets up expectations- A deviation, a violation carries additional meaning.- The audience searches for a context where thee is sense- Provide a way of making the familiar strange and the strange familiar.- Incongruity attracts response.- Their taxonomy is based on a gradient of deviation....
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- Fall '10