Unit 8 Flashcards
Canadian Code of Advertising Standards
Majority of the points deal with the imperative to be truthful and non-deceptive. Advertisers must not misrepresent the product or its price and availability.
Bait and Switch
“Bait and Switch” is a ploy in which a product is advertised but only a few items are keep in stock, so customers are lured into the store and then switched to more expensive items.
The art of creating a false impression and misleading through words without actually lying.
Doublespeak
products that are essentially the same, so they must be promoted on the basis of image-making.
Parity products
Weasel Words
claims which are hollow, like an egg whose insides have been sucked out by a weasel.
Help
only means to assist or aid, so it involves no promise to do or cure anything.
Virtually
means in essence or effect, though not in fact.
“New and Improved
means the product has been changed in some way.
Arrington
Advertising techniques
Does advertising threaten our autonomy through behaviour control?
Puffery
the practice of making exaggerated, fanciful, or highly suggestive claims about a product or service.
Theodore Levitt
argued that humans naturally desire to embellish, enrich, and enchant the world around them. Commerce merely takes the same liberty as the artists
John Kenneth Galbraith
Dependence effect
Dependence effect
Rather than producing products to satisfy pre-existing desires, modern business creates the desire for what it has to sell.
“Culturally Induced Desires can be autonomous”
Friedrich Hayek
Consumer Sovereignty.
“If advertising is enough to make people buy a product, why don’t companies simply invest all their money in marketing”
Ludwig von Mises
Autonomy
The ability to critically reflect about a range of options.
Wilson Bryan Key
Subliminal seduction
Subliminal advertising
reaches the unconscious directly with a message that the consumer isn’t consciously aware of.
John Dewey
“The thing actually at stake in any serious deliberation is a not a difference in quantity (as utilitarianism would have us believe), but what kind of person one is to become, what sort of self is in the making, what kind of world is in the making”
Waide
worries that advertising generally encourages us to become worse people with more materialistic values.
Associate Advertising
Links non-marketable goods (popularity, sex appeal, and success) with the product they are selling.
Two periods in advertising history:
Traditional period - advertising is about making factual claims
20th century period - advertisers used psychology to promote consumption via puffery and the association of material goods with our non-material needs.
Product Placement
goods and services are featured and maybe integrated into the narrative of a film, television show, or music video.
Native Advertising
making ads that match the form and content of the platform on which they appear.
3 types of influencers
Aspirational Influencers
Authoritative Influencer
Peer Influencers
Aspirational Influencers
most visible and lucrative type, consists of celebrities, Instagram models, style icons, lifestyle and travel blogger
Authoritative Influencers
- key qualification here is not credentials or actual expertise, but that the influencer has a following who regard them as an authority in some niche.
Peer Influencers
- social media version of word of mouth advertising, involves ordinary people with a passion for fashion, food,
