Marketing, branding, advertising and language Flashcards
marketing=
the activity, set of institutions and processing for creating, communicating (focus), delivering & exchanging offerings that have value for customers, clients, partners and society at large
branding=
using names, terms, signs, symbols or designs (or a combination) to differentiate an offering from the competition
>idea of associating an offering with mental images, values & emotions
advertising=
using language, images & other means of communication to inform people & persuade them to engage in particular behaviours
marketing, advertising, branding–>most specific to least?>
advertising>branding>marketing
Ad conventional features>(7)
-logo
-dominated by images
-product often depicted at a low angle/bottom centre (foregrounded)
-small print in bottom right corner
-slogan
-product placement (e.g. in films/tv)
ads conventional LANGUAGE features (6)
-native advertising
-pronouns
-positive evaluation & hyperbole
-directives
-repetition for memorability
-deviation for memorability
ads–how are pronouns used?
-2nd person for direct address
-inclusive we (synthetic personalisation)
native advertising=
ad hides in different text type (i.e. specific brand in recipe)
directives=
telling people what to do
ad conventional lang features–>types of repetition used> (3)
-alliteration
-assonance
-grammatical parallelism
ad conventional lang features–>types of deviation used
-spelling (e.g. use of “z” goes against conventional grammar in ‘beanz meanz heinz’)
other forms of persuasive language>(4)
-charities
-political speeches
-university prospectus
-CV
what are ads trying to do?: AIDA model
-AIDA
>Attention
>Interest
>Desire
>Action
intentions of ads>
ads are about building BRANDS not just selling product
Brands=
> a name, term, sign, symbol, design or combination intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competition
brands as mental models comprising values, emotions, attitudes
Brand vs product>
brands ADD VALUE to products
>product as something made, brand as something bought
>product can be copied by competitor, a brand is unique
The TRADITIONAL ‘four P’s’ of marketing>
- product
- placement
- promotion
- price
The TRADITIONAL ‘four P’s’ of marketing> product>
the thing itself, its unique features & way it is produce
The TRADITIONAL ‘four P’s’ of marketing> (LONGER)
- product= the thing itself, its unique features & way it is produced
- placement= distribution & visibility of product
- promotion= advertising & ‘below-the-line’ promotion such as sponsorship, endorsements
- price= defines the product in relation to competitors, needs to be aligned with brand
The TRADITIONAL ‘four P’s’ of marketing> placement>
distribution and visibility of product
The TRADITIONAL ‘four P’s’ of marketing> promotion>
advertising and ‘below-the-line’ promotion such as sponsorship, endorsements
The TRADITIONAL ‘four P’s’ of marketing> price>
defines the product in relation to competitors, needs to be aligned with brand
The LATER ‘Four P’s’ of marketing> (LONGER)
-Past= brands come with a heritage (or invent one)
-position= one brand has a meaning only in RELATIOn to others it competes with or goes with
-practices= brands are given meaning by what people DO WITH THEM; usage of the product
-paradigms= place of brand in a LARGER SYSTEM of signs; wider symbols & associations (broaded cultural context)
The LATER ‘Four P’s’ of marketing>
- Past
- position
- practices
- paradigms
The LATER ‘Four P’s’ of marketing> past>
idea brand comes with a heritage (or invent one)
The LATER ‘Four P’s’ of marketing> position>
one brand has a meaning only in RELATION to others it competes with or goes with
The LATER ‘Four P’s’ of marketing> practices>
> brands are given meaning by what people DO WITH THEM
usage of the product
The LATER ‘Four P’s’ of marketing> paradigms>
-place of the brand in a LARGER SYSTEM of signs
- wider symbols & associations (broader cultural context etc)
semiotics=
academic discipline that deals with the ways signs (such as ads, poems, shoes or cars) take on meaning
signifier & signified=
> signifier: nothing intrinsic in it which represents the signified (e.g. word ‘cow’)
signified: what represented (e.g. cow)
