Prezentace aplikace PowerPoint - IS MUNI
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Transcript of Prezentace aplikace PowerPoint - IS MUNI
Functions of advertising
• to persuade: direct x indirect
• to inform
• to warn
• to shock
• to entertain
Semiotics
• study of signs – anything that refers to something else than itself
• Ferdinand de Saussure, Charles Peirce, Roland Barthes, Julia Kristeva
• sign consists of:
a) signifier (form)
b) signified (meaning)
• denotative x connotative meaning
Peirce’s division of signs
1) icon
• relation of resemblance between the signifier and the signified
2) index
• cause-effect relation
3) symbol
• the relation is arbitrary, based on convention
(colours: white, yellow, green, blue, red, …)
3 means of persuasion
1. Ethos
• persuasion through personality and credibility of the speaker
2. Pathos
• persuasion through emotions
3. Logos
• persuasion through reasoning
• https://www.youtube.com/watch?v=wc1TrKIzAJM
1) appeal to the emotional needs of audience • need for acceptance • need for security • need to feel attractive • need for change or excitement
• association of products with positive values • success • beauty • wealth • fame • happiness • family
4) hyperbole and positive adjectives
• best, incredible, amazing, nutritious, passionate, practical, comfortable
8) put downs
Advertisements analysis
1. What is the name of the product/brand?
2. Who is the target audience?
3. What visual images are employed?
4. What slogans are being used?
5. What emotional needs are being addressed?
6. What insecurities/fears are being targeted?
7. Are any stereotypes being presented?
8. What persuasive techniques are being used?
9. What is the underlying message used in the ad?
10.What is your personal reaction?