Term
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Definition
| multipage inserts in magazines from several advertisers around a particulkar theme, like health or food or wine or travel that include article-like copy |
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Term
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Definition
agency pays a flat percentage of the media buy, usually 15%--so, for exampe if agency buys $1 million worth of space for budweiser, it would get $150,000
- Agency tries to buy space/time in bulk then charge the client a bit more than they paid |
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Term
Audience research
- psychographics |
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Definition
| information that links demographic categories to personality characteristcs of an audience--whether people eg, materialisic or confident was to lead or follow |
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Term
| Production-information format |
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Definition
| some heavy on text, illustration used primarily to visualize packaging and product; others use images to demonstrate the utilities of the production in new ways |
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Term
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Definition
| product is given special qualities by means of a symbolic relationship it has to be more abstract and less pragmatic domain; product beomces embedded in sa symbolic context |
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Term
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Definition
| direct relationship between the product and the human personality--involves social admiration, pride of ownership, anxiety about lack of use, satisfaction in consumption |
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Definition
| balances product, person and stetting so product is seen within regular flow of life and everyday events--the setting serves as site for important interpretations |
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Term
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Definition
- Showcase the product and its qualities
- Showcase how the product will make you feel
- Showcase how you will feel, or how others will regard you if you DON'T use the product
- Showcase the future self you will become when you use the produce |
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Term
| Subordinate utilitarian aspects of the product |
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Definition
| soap can clean, stove can cook |
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Term
| symbolic qualities and values |
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Definition
| soap makes you irresistible, stove beautifies your kitchen and turns you into a great cook |
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Term
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Definition
- Us to be hungry for intesified emotional experiences (we constantly search for them and products provide them)
- Blind optimism--be happy it will all work out OK in the end
- Over empasis on the importance and centrality of sex to everyday life
- us to be obsessed with one's fitness and health; yet encourages us to have more instensive relationships with food that we do with other food--food porn
- A strong belief in the right to be gratified
- us to be always in a state of restless, perpetually unsatisfied desire
- Us to beleive that it's important to live for the moment
- sense of appropriate life cyle |
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Term
| Advertising teaches us to be "other-directed" |
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Definition
--depend on others for constant infusions of approval and admiration to get temporary sense of self-esteem--self approval rests on public recognition and acclaim
- to seek the kind of approval that applauds not their actions but their personal attributes
- That success must be ratified by publicity
- to indulge in endless self-scrutiny--measures him or herself agains others and agains standards of perfection
- That being envied is more important than respected
- to be gripped by fantasies fo wealth, bewauty, omnipotence--the need to feel one is above the heard
- to regard everyone as rival
- to have a neurotic need for affection, reassurance, and oral gratification |
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Term
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Definition
| investing a commodity with powers it does not have in iteself; the commodity possess magical pwoers and is itself transformed into a fantastical, animate thing or the product is capable of transofrming you into a new fantastical self; skin creams, running shoes, etc-- in other words, things come alive and we come alive when we use these things |
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Term
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Definition
the private scenes which take place between people, especially signicant others like children, parents, friends, lovers, spouses, usually in private settings--often most gratifying and hopeful moments from people's lives
-- Waking up with baby, toddler taking first stems, gparents 50th anniversary, couple walking together on beach
--Advertisers seek to tap into these scenes--they correspond to genuine needs in the family cylce--advertisers frame these emotionally significant moments in relation to their product and suggest their product makes such moments possible |
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