2) Advertising + Marketing (component 1) Flashcards
COMMON CULTURAL MYTHS OF WESTERN MASS MEDIA
what is the patriarchy myth?
The myth that men are natural leaders, it keeps men’s power as ideal
COMMON CULTURAL MYTHS OF WESTERN MASS MEDIA
what is the capitalism/ materialism myth?
The myth that you can buy happiness, it keeps people spending their money
The myth that money is ‘earned’ , protects the wealthy from redistribution of their ‘earned money’
COMMON CULTURAL MYTHS OF WESTERN MASS MEDIA
What is the cultural imperialism myth?
A myth that conservative values are ideal (white middle class Christian values) + that keeps people looking to the white middle class as authority + their power as ‘right + normal’
What is dominant representation in media?
The representation that dominates the media + is repeated the most
Why is dominant representation used?
To suit those in power + help them keep their power
What is alternative representation?
It challenges dominant values of the cultural myths
What is a stereotype?
A simple generalised representation that suggests that everyone in the group is the same
What is a key image?
An image lead design, like a photo or drawing (say where the image is in writing)
What is a slogan?
A memorable line that sums up the ads message
What is a copy?
The text that explains the product/service/charity
What is branding?
The logo + brand colours
What is imperative language?
Commands (go buy, go get) they are a call to action
What are examples of persuasive language?
. Pathos - emotional language
. Logos - logical/ facts
. Ethos - ethics
What is anchorage?
The text that links to the image
What is a zeitgeist?
Spirit of the time/ feel of the time, representations of people/ places/ issues specific to time made
What is advertising + marketing?
Any media trying to persuade the audience
What are 3 types of advertising + marketing?
. Consumer - buy/ watch something
. Charity - persuade audience to donate money
. Public service - persuade audience to do something (vote, help, quit)
What are ad’s?
Media that pay for advertising space to reach an audience
What is marketing?
Any form of media used to create engagement with a brand or product
What is a genre?
any type of media with socially agreed upon repeated conventions which have developed over time
What is an audience?
The people who consume the product
What is the target audience?
The people you are primarily aiming your marketing towards in hope of them becoming your audience
DESCRIBING AUDIENCES
What is demographics?
A way of categorising an audience based on external fixed characteristics
What is a acronym to use when describing demographics?
Class
Age
Gender
Geography
Ethnicity
Size
DESCRIBING AUDIENCES
What are psychographics?
. Internal factors that make us who we are, like values, beliefs + attitudes
. This is more about appealing to audiences identity rather than facts about themselves
YOUNG AND RUBICAM
What are the 2 psychographic profiles for Tide?
MAINSTREAM
ASPIRERS
YOUNG AND RUBICAN
What are the 2 psychographic profiles for Super Human?
EXPLORERS
REFORMERS
TIDE PSYCHOGRAPHIC PROFILE
What does MAINSTREAM mean?
- happy to fit in with the norms of society + social behaviour, typically have traditional conforming values
- family collective, stability, reliability + value
- longstanding familiar brands
TIDE PSYCHOGRAPHIC PROFILES
What does ASPIRERS mean?
- motivated by status + the display/ appearance of success
- status, materialism, trends, improved lifestyle
- glossy, trendy, designer, will move with trends
SUPER HUMAN PSYCHOGRAPHIC PROFILES
What does EXPLORERS mean?
- their core motivation is discovery, they look for challenge + adventure, they are high energy who seek an individual experience
- first to try new brands (young/ students
SUPER HUMAN PSYCHOGRAPHIC PROFILES
What does REFORMERS mean?
- they are defined by self esteem and personal growth, they are not influenced or impressed by status + are not materialistic
- they are socially aware people who invest in brands + products which are good for them + the environment
- select brands for inartistic quality, forcing natural simplicity, small is beautiful
ACTIVE AUDIENCE
What are audiences uses of media?
. Blum let + Katz say all audiences are active + choose media that satisfies their needs
. Escapism, information, identity, relationship
PASSIVE AUDIENCE
What is the theory of hypodermic needle in media?
. A theory that suggests that audiences passively consume media + the media’s ideology which then becomes their own
. This theory suggests that audiences do not challenge the messages they consume
. This theory is flawed because there are many conflicting ideologies
ACTIVE AUDIENCES
What is pluralism?
. Individual audience members consume a wide range of media texts, not having the same ideologies as them
. An individual consumes messages through a filter of their own beliefs + values
What is hyper reality?
. Idea that media+ media representations aren’t real life, they are specific versions of it, as such they are biased
