Final Exam Flashcards
Pseudo-event
A news worthy event staged specifically to attract public attention
-Ex: Bush ending the war, Red Bull send someone to space to get Red Bull space suit on the news
Video News Release
Get news station to cover your stuff by doing the least amount of work possible
Preproduced reports about a client or its products distributed free of charge to television stations
Flog
Fake blog
Transparentists
PR companies should be more clear about their ads and be less deceptive and tell the truth
Complaints about Ads
- They are intrusive
- They are deceptive
- They exploit children
- They demean and corrupt culture
- They sell values
Defending Ads
- They support our economic system
- People use ads to gather information before making buying decisions
- They make “free” media possible
- They increase national productivity and improve the standard of living
AIDA Approach
To persuade comsumers, advertising must: attract ATTENTION create INTEREST stimulate DESIRE promote ACTION
USP
Unique Selling Proposition: highlighting the aspect of a product that sets it apart from other brands in the same product category
What are the different kinds of advertising strategies?
AIDA, USP, glittering generalities, emotional appeal, celebrity testimonial, bandwagon, plain folks appeal, snob appeal, sex appeal, and patriotism
Myth Analysis
- Ads incorporate myths in mini-story form, featuring characters, settings, and plots.
- Most stories in ads involve conflicts, pitting one set of characters against each other (Dance competition movies)
- Such conflicts are negotiated or resolved by the end of the ad, usually applying or purchasing a product.
Magic Bullet Theory and Hypodermic Needle Theory
Media has a direct and immediate affect on people
Limited Effects
Gives researchers more to study (Add to this)
Selective Exposure
Not everyone is watching the same media, so everyone will be affected differently
Selective Retention
Everyone won’t remember everything the same way
Selective Perception
Everyone won’t perceive everything the same way
Agenda Setting
Media doesn’t tell us what to think, but tells us what to think about
Social Scientific Experiment
Done with studies and experiments and need to expose a group and a control group to a variable
- Ex: Do portrayals of drugs and alcohol in media increase the use of them?
- Need group (drug t.v.) and control group (normal t.v.)
IT DEPENDS
Cultural Critical Theory
How do elites use media to maintain power and control?
Frankfurt School
Thought that media was bad because the Nazis used media to make Germany a fascist country and valued serious art and thought it brought people toward a better life
First Amendment
Congress shall make no law…abridging the freedom of speech or of the press
Indecency
Depicts sexual or excretory activities in a way that is offensive to contemporary community standards
Obsenity
Illegal, but its very hard to charge people today and almost no one gets arrested
Seven Dirty Words
George Carlin said them during one of his comedy skits
Slander
Oral or spoken defamation that are not protected by the First Amendment
Libel
False or malicious publication of material that damages someones reputation (written)
Clear and present danger
Abbie Hoffman
“Free speech means the right to should theater in a crowded fire.”
What does it really mean to have freedom of speech?
Focus Groups
When small groups of a targeted public are interviewed, providing the PR operation and its client with feedback
Limited Effects Theory
Media’s influence is limited by people’s individual differences, social categories, and personal relationships
neo-Marxism Theory
Theory that people are oppressed by those who control the culture as opposed to the base
