Advertising is the mode of persuasion, and its goal is to compel people to consume. Advertising’s arsenal is multi-faceted. It might be comprised entirely of semiotics, which means symbols and connotations for the symbols are the message…
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In the process, there are complicated underlying theoretical constructs which play a part in the persuasive process. The message is partially dependent upon graphic design, and psychoanalytic theory is also important. Psychoanalytic theory can help explain persuasion, because it explains how the human psyche decodes and deconstructs ads. Moreover, meaning is ascribed, according to the person’s experiences and identity. Critiques of commercial art verses fine art is also relevant in this analysis, because much of advertising can really be considered to be art. However, as this paper will argue, commercial art is more relevant to society than fine art, because commercial art is more easily interpreted and decoded by society at large.Further, John Hegarty’s ideas will be fleshed out, and applied to the concepts of guerrilla marketing. The basics of advertising persuasion Advertising persuasion happens in many different ways.The use of semiotics is one persuasive devise. Semiotics consists of two parts – one is the symbol, or the signifier; the other is the connotation for the sign. So, for the Nike “swoosh” symbol, the actual “swoosh” is the signifier. The connotation is the connection that one makes when seeing the symbol, that connotation being all that Nike represents to the individual person – athleticism, celebrity spokespeople, perhaps sweatshops. Semiotics is basically a "system of signs, and can be verbal, visual, or a combination of the two. The study of semiotics would indicate that the meaning of advertisements is not found within the ad, but its meaning depends on how it operates, how signs and its ideological effect are organized internally (within the text) and externally (in relation to its production, circulation and consumption and in relation to technological, economic, legal and social relations)." (Dyer, 1982, p. 115). The audience are active participants in the decoding of the signs, bring experience and social background to the act of semiotic decoding. Returning to the Nike “swoosh,” how an individual interprets the sign might depend upon the background of the individual. One individual, who has Nike shoes, and love them, will decode the sign differently from somebody who has Nike shoes, and hates them. Another individual, who remembers the sweatshop scandal from years ago, might see the swoosh as a symbol of oppression. Etc. Semiotics are crucial to advertising, because this is the way that one company may differentiate itself from another company. Semiotics has not always been the vehicle for persuasion, however, as, during the 19th Century, advertising relied more upon words than semiotics. Earnest Elmos Calkins, founder of Calkins & Holden advertising agency, in New York City, changed the emphasis from words to semiotics. Calkins used modern art techniques in advertising, such as cubism and futurism, while using graphics designers and magazine illustrators to design his ads. He was the first to understand that advertisements demand dynamic new designs, and was the first to let the designs themselves do the persuading, without the use of copy (Heller, 2001). Thus, graphic designers produce the semiotics which are used persuasively in advertising. These semiotics allow the advertisement to communicate to the audience, without using a single word. Advertising is very important to society, because of its persuasiveness, which helps goods be distributed smoothly. It is also important because it can convey messages about social issues, while persuading society about the importance of these issues (Heller, 2001). The symbol itself is just one aspect of semiotics, as
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(“Advertising and Guerilla Advertising Effectiveness and Comparison Literature review”, n.d.)
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“Advertising and Guerilla Advertising Effectiveness and Comparison Literature Review”, n.d. https://studentshare.org/visual-arts-film-studies/1397054-advertising-and-guerilla-advertising-effectiveness.
The document will consider information that have been researched upon in the field of marketing specifically in the area of electronic advertising. Theoretical framework This study has its base around the theory of Bagwell,2007 who had a comprehensive study on the implications of advertising on the marketing dynamics.
Where the recovery of wounds may be prolonged, the more vulnerable the patient is to various risks, including infection. Various methods of healing and wound care have been advocated in the medical community and these methods include conventional methods with the use antiseptics, oral antibiotics, and regular cleaning.
In this paper, we shall look at an empirical analysis of success measures in relations to effectiveness performance and cost effectiveness evaluation of Villa at Royal Commission in Jubail. In most cases, effectiveness describes the level of success with regards to the efficiency of project performance according to the defined priorities and requirements of various stakeholders of the project (Holt, G., & Proverbs, D.
Advertising is a business tool and its primary purpose and objective is to produce increased sales on profitable bases for which media plays its role by carrying the advertising to potential consumers (Ricketts, 1938). The origin of advertising dates back to 3000 BC during which Sumerians invented pictograms scratched on clay tablets that represented sounds and ideas as well as things (www.nonlineagency.com).
According to the essay The creation of products and services involves the participation of two different types of entities, the producer and receiver of service and products. The impact or effect an advertisement over the mindset of the customer differs from person to person. The impact of advertisement is different for each type of customer.
One of the reasons why Facebook cannot get into Chinese market is the government limitation. It is difficult to control words or acts. Of course, in a state controlled system like that of China, approval for speaking out may be more severe than in liberal democratic contexts where criticism of the government is widely tolerated (Bandurski, 2009).
With the introduction of such mediums as radio, television and the internet, advertising has been able to develop and become more prevalent within society, reaching vast audiences, making the advertisement
The theories that help in understanding the pros and cons of the process include Kants Ethical Theory (Peterson, 2012; Stewart, 2009; Fernandes, 2008), The natural law theory (Peterson, 2008; Morrison, 2009), Slippery slope or the Domino theory
sic modernism” that was marked by the Bauhaus), and what had a deep upshot on well-liked experience in Hungary, the pseudo-rustic and eclecticism trends. At an impressive show, the Museum of Applied Arts offers artistic interiors envisaged by the creators of the 1930s and
instance, if a customer uses a smart phone next to a restaurant, it is possible for advertisers to identify the person’s locality and therefore send them an instant relevant advert or coupon. The advert entices the customer to make purchases based on the discount from the
10 Pages(2500 words)Literature review
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