Nobody downloaded yet

Advertising and Guerilla Advertising Effectiveness and Comparison - Literature review Example

Comments (1) Cite this document
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…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER93.4% of users find it useful
Advertising and Guerilla Advertising Effectiveness and Comparison
Read TextPreview

Extract of sample
"Advertising and Guerilla Advertising Effectiveness and Comparison"

Download file to see previous pages 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 ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“Advertising and Guerilla Advertising Effectiveness and Comparison Literature review”, n.d.)
Retrieved from
(Advertising and Guerilla Advertising Effectiveness and Comparison Literature Review)
“Advertising and Guerilla Advertising Effectiveness and Comparison Literature Review”, n.d.
  • Cited: 0 times
Comments (1)
Click to create a comment or rate a document
greysonmonahan added comment 1 month ago
Student rated this paper as
I had an issue with a literature review types of works. All until I came across this website and this particular essay. Even though "Advertising and Guerilla Advertising Effectiveness and Comparison" is far from my interests, the structure is so great that I use it all the time as an example for my own works.
Guerilla Classrooms- Interactive Outdoor Advertising
...Guerilla rooms - interactive outdoor advertising Advertisements tend to occur on every day through various media channels. This makes it easy for everyone to depict the publicity demonstrated on the advertisements. The main purpose of an advertisement is to acknowledge the public or consumers about a certain product. Moreover, an advertisement tends to create a future image of the public as happier while using the certain product. This paper analyses an advertisement addressed to children in semiotic terms and techniques with the aim demonstrating how advertisements can be affective in a positive way....
3 Pages(750 words)Essay
The effectiveness of advertising
...? The effectiveness of advertisement Table of Contents Introduction 3 Campaign Strategy 3 Evaluation of campaign strategy 5 Reference List 7 Introduction Advertising can be described as a paid non-personal communication done by an identified sponsor with the use of mass media in order to persuade and influence an audience to buy products manufactured by a company (Wells, Burnet and Moriarty, 2003). Advertisement is the means of promotion whereby companies can reach out to a wider customer base and market their products (Ramalingam, et al, 2006). According to the author, if the world is considered as ideal then every manufacturer would be able to talk one-to-one with every...
8 Pages(2000 words)Essay
The Effectiveness of Advertising
...Advertising Running Head: The Effectiveness of Advertising The Effectiveness of Advertising in APA Style Name of University Advertising 2 Nowadays it seems that the only way to avoid any form of advertising is to isolate oneself and live in a cave but not all advertising is negative and bad. It is found almost everywhere such as just by walking on the street, driving a car, or watching TV. Ference (2004) reports, "Every surface that could possibly have an ad slapped on it -- clothing, buses, taxis, myriad walls and billboards, even the snow you ski on -- now hawks something." ...
5 Pages(1250 words)Essay
The Effectiveness of Advertising
...Advertising Running Head: The Effectiveness of Advertising The Effectiveness of Advertising in APA Style of Advertising 2 Nowadays it seems that the only way to avoid any form of advertising is to isolate oneself and live in a cave but not all advertising is negative and bad. It is found almost everywhere such as just by walking on the street, driving a car, or watching TV. Ference (2004) reports, “Every surface that could possibly have an ad slapped on it -- clothing, buses, taxis, myriad walls and billboards, even the snow you ski on -- now hawks something.” Although we seem to be hit everywhere we go with ads and cannot flee away from it if we wanted to, not all advertising is bad. According to Wikipedia encyclopedia... ...
6 Pages(1500 words)Essay
...Power of Language Advertising Campaign I would like to do an advertising campaign that highlights the idea that language is powerful and people should know what they mean. This would take mostly the form of print advertising that replaces commonly used words, especially slurs that are replaced by a dictionary definition of the word or phrase. This could have a background of pictures of people who could be affected by the language. An example would be people simply throwing around words like “ghetto” in a derogatory way, without thinking of the fact that that could negatively affect people. The poster would say “man, that’s so ‘a part of a city, especially a slum, occupied by a...
1 Pages(250 words)Essay
...and promote the merits of products and services to the consumer. They combine the various aspects of textual components to make sure that when the advert is finally out, everything flows well, and the intended message is clear to all. Coming up with an effective advertisement message is crucial in developing an advertising campaign. Modern developments in technology have made it easier than it was to reach a target market. However, since advertising works on the principle that the marketer targets the needs of the consumer by prompting them to buy products, it goes without saying that the message needs to have an effective layout (Fowles, 2011)....
2 Pages(500 words)Essay
Advertising the advertisers by way of comparison to people ensures that they buy the product. The need to nurture is evoked by pictures of a child or an animal (Fowles, 2007). Slogan This is a catchy word that creates awareness of the company, and is like a summary of the whole advertisement (Bovee et al, 2007). The element of Logos must be evident in the slogan; it should be brief and reasonable. It should give out the need to dominate and the need to achieve. A potential buyer needs a reason to read the advertisement (Bovee et al, 2007). Ethos must be applied in the slogan; it should fit everybody immature and aged comparably. It should give out the need for attention, the...
2 Pages(500 words)Essay
...Advertising At Unilever Contents Introduction 3 2.Advertising Theory Employed by Unilever 4 3.Unilever - Advertising and Media Agencies 5 a.Assessing and Paying the Ad and Media Agencies 6 4.Ethical and Regulatory Issues 7 5.Functional Aspects of the Advertising Campaigns 7 6.Advertising Objectives and Analysis 9 7.Advertisement Pre-testing and Measuring Its Effectiveness 9 8.Recommendations 10 9.References 11 Clift, S. (2009). Building Marketing Capabilities. Available: images/ir_1.3_building_marketing_capability_clift_tcm13-86716.pdf. Last accessed 21st May 2012. 11 Dubbink, W. (2011). A Question of Involvement. In: Liedekerke, L.; Dubbink, W. and Luijk, H. European Business Ethics Casebook: The Morality... for...
8 Pages(2000 words)Assignment
Advertising business enterprises to increase sales, maximize profits, inform society, and build the image of goods and services, among many other advantages. Promotion of goods and services through advertisement makes consumers to be aware of specific products or services in the market. Information is important to consumers especially regarding to brand name, price, manufactures, trade mark and any other key details. These enhances making of right choices by consumers when buying a commodity or service. Today’s world is competitive and selling commodities or services is a challenge without effective advertising. Advertising is fundamental to success of any business or service....
4 Pages(1000 words)Essay
...Outline This paper explores the enticing aspect of ads to s, and how the ads create emotions and attitudes regarding the service or product in question and most probably the intended connection of feelings towards the product advertised. This paper will assume the following outline: 1.1 Introduction 1.2 Language and rationale of ads i. Need for Affiliation ii. Need for Sex iii. Strive to Achievement iv. Urge of Autonomy v. The Call for Security 1.3 Conclusion Surname Lecturer Course Date The attitude and emotional appeal of services and products’ advertisements 1.1 Introduction The rationale of advertisement is basically to create an appeal towards consumption and use of a given product or service. The notion is developed... on the...
4 Pages(1000 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Let us find you another Literature review on topic Advertising and Guerilla Advertising Effectiveness and Comparison for FREE!
Contact Us