ads & fads intro
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Art of PersuasionThe Advertising Industry
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Role of Advertising in American Society
Consumer drugs
Obesity
Values
Perceptions of self and others
Manipulation
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Form of Mass Persuasion
Social impact
Psychological impact
Cultural impact
Various methods to “sell us products, ideas, attitudes, candidates, goals or states of mind.”
-V. Packard, The Hidden Persuaders, 1957
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Beyond Surveys…
Freud suggested that material stored in the unconscious elements of our psyches is often responsible for our actions.
Pavlov’s dogs
Neurological studies tell advertisers which parts of the brain are activated by exposure to advertisements.
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The Advertising Business
Impact on society is partially the result of how advertising is
developed
Consider the context on cultural impact:
Agency-Client relationship
Conflicts of Interest
Budgets
Dumbed-down final product
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Various Agendas
Operating at different levels of management within an agency
Complete objectivity? (the one-campaign practice)
Agency people sell themselves as well as the product
Decisions based on tests
Highly creative solutions can create opposition in all groups (agency, client, consumer)
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“1984” by Apple
Conflicted advertising decision that made history
Recall 78%
3.5 million sold within six hours, $155 million over next 100 days