Existing differences in the visual and discursive methods of organizing advertising material, means of achieving an understanding of the advertising message, allow you to build a typology of modern advertising.
- The priority of visual-expressive means in the advertising message
- The high degree of visualization of the advertising idea
- The message’s semantic field
- The emphasis on informational or persuasive components
A new phenomenon in the advertising space was the form of advertising, which is called advertising infotainment.
As many authors note, the form and content of any information largely depends on the channel of its transmission.
The principle of informing – entertaining is now actively used in the creation of promotional products. The form of submission of information is obvious, fun, incendiary, interesting, easy, accessible to the consumer. From the point of view of the psychology of advertising, this form of presentation of information makes it possible to evoke strong emotions, the ability to surprise and amaze, thereby attracting the attention of the potential buyer to the product. Everybody knows that involvement in consumption begins with attracting attention. Advertising infotainment as a kind of unobtrusive advertising successfully copes with this task, forcing the consumer to smile, admire, and enjoy.
Examples of advertising
To understand the typical signs of advertising infotainment, here are the examples of this type of advertising for a good research paper.
- The advertising of the ZUNE player from Microsoft. Advertising begins with the fact that a boy walks along the street and listens to the player. On the way he met a little dead bird. The boy, without thinking twice, brought headphones to her and, of course, revived her. The advertisement ends with the words: “Music is life, and ZUNE is music.”
- The advertising of Mercedes-Bens E-class Sorry. A middle-aged man is driving a new car from the Mercedes E-class company on the road passing through the forest. After several turns at a sufficiently high speed, the man looks at the passenger seat and discovers that the Death is sitting next smiling maliciously. Death with a self-satisfied face says to the driver: “Sorry” and looks at the road. A man glances at the road and sees a collapse of trees. From fright the driver sharply beaks and the car is triggered by all the necessary security systems in such an emergency. Without much difficulty, the car stops in front of the trees. The driver takes a deep breath, turns to death and tells it in the same calm and self-satisfied voice: “Sorry.” Death has a frustrating face. Then there is information about new security systems with the key phrase: “Feelings of approaching danger and an improved brake system”.
Let’s analyze these samples of advertising, highlighting the characteristic features of the advertising infotainment.
As you know, any advertising message has its own composition, plot, text, and artistic means to implement the advertising idea. The composition field of the advertising infotainment, as a rule, is represented by a story, the basis of which is a specific story, i.e. necessarily bright or touching, interesting, unexpected, funny event, a situation that develops and is played out in advertising. The plot always works on the idea of an advertising message, its design. The idea of the plot is visualized, visual, simple and accessible in understanding, because it is easily associated with the life situations of a person. In the advertising infotainment the story always has specific characters that are unusual, creative, touching, sweet or aggressive, but are always clear and cause empathy.
Analyzing the advertising of the ZUNE player
The story line of the ZUNE player advertising from Microsoft is interesting, non-standard. The video has a positive emotional message, telling about a specific, unusual but very touching event and a good boy who with the help of Microsoft products gives life to a deceased bird. The boy started the bird’s heart with headphones, like a real defibrillator. Changes for the better, demonstration of the solution of a problem through concrete actions with the advertised goods are obvious, understandable, correspond to the image of Microsoft, the advertising concept of which is based on the ideas of mutual aid and good.
The advertising does not talk about the features of the player, it is simply shown that this player is somehow magical. The player plays music, the bass of which started the heart of the bird. The player is shown in a good story. The text is very small, there is only the slogan: “Music is life, and ZUNE is music.” Features of the players are not mentioned but everything is clear. The use of semantic contrast stimuli – life and death, good and evil – contribute to the emotional perception of advertising design. The principle of informing-entertaining made this advertisement memorable, and the Microsoft brand recognizable.
Analyzing the advertising of the Mercedes-Bens E-class
The plot concept of advertising Mercedes-Bens E-class Sorry, presented in the form of a story, also fascinates. In fact, a solidly dressed, wealthy, self-assured man quietly drives a car, paying more attention to traffic signs and less to the road. He trusts his car, and the car perfectly justifies this trust. Even supernatural forces are powerless against such a car.
The advertising lasts 35 seconds, and in this short time, the consumer sees the entry, culmination and denouement. First you can see how a man calmly travels along the road, then he is visited by death that tries to kill him. Changes and a successful solution to the problem in the presence of such a car are inevitable. The car with the help of new security systems easily copes with the prevailing situation. Even the death that came for the driver, was powerless before the remarkable qualities of the advertised car. The idea of unsuccessful death in the advertising of new security systems is understandable to the consumer even with minimal text.
Contemporary advertising – socio-cultural phenomenon or manipulation tool?
A good research paper states that the opinion about the socio-cultural function of advertising is not unambiguous. It is known that advertising plays an exceptionally important role in the formation of ideological stereotypes, imposing a certain way of life, a certain system of values. Before recently, this approach has dominated the rationale for the role of advertising in society. Advertising was seen as one of the instruments of the cold war, through which intense pressure was exerted on the public opinion of the those who fought against each other. In support of the above, advertising protected Americans from the impact of foreign ideology, while Soviet propagandists, in turn, expressed the opinion that advertising could promote the establishment of socialist ideas. Two of these polar views, in essence, identified advertising with propaganda, and the sociocultural purpose of advertising was seen in the preservation and consolidation of the existing system.
First of all, it should be noted that advertising is designed in an original, non-standard way and, most importantly, to effectively promote the product or service. Although if we turn to the sources of the original origin of this social phenomenon, then the relationship between advertising and culture can be traced practically at all levels of the relationship of individuals in society. Advertising involves the ability to imagine; creation, distribution and perception of objects of advertising are based on thoughts and intuitions, the ability to embrace and experience visual, sonic, sensory states and phenomena. Advertising is used regardless of education, language, nationality, occupation, or position in society.
As a result of development and transformation, advertising plays an important role in the process of socialization of the individual. It is supposed to make additions to the formation of the social qualities of the individual in accordance with the new character of socioeconomic relations, humanistic ideals, universal human values. Social quality represents a set of elements, in a certain way interrelated and conditioned by the type of social interaction of the individual with other people.
Functions of advertising
Functions of advertising should also be described in a good research paper.
An important function of advertising is a social one. For culture, this function is decisive, since advertising promotes the integration of the population, the formation of its unity. Advertising unifies the needs and tastes of the population, organically connecting the material and spiritual in the life of any person. Creating a compressed image of modernity, advertising accumulates the feelings and experience of the whole society. Ideally, advertising seeks to harmonize human impulses and desires, to unite society around common goals.
Advertising in the sphere of culture, to a certain extent, is opposed to commercial advertising. In conditions of a sharp social differentiation of society, services intended for the rich are often carelessly and indelicately offered to everyone, sowing seeds of resentment. Advertising events, services of cultural institutions, on the contrary, accustoms people to spiritual achievements, helps them feel themselves as part of a society that offers all the best.
In this connection, it is necessary to single out the educational function of advertising cultural institutions. It is this kind of advertising that demonstrates ready-made forms of behavior in a particular situation, determines what is good and what is bad.
Ideological function is directly connected with the educational and social functions of advertising is. Advertising always serves a certain ideology, if we’re talking about a conceptual expression of the interests of a particular social group, its goals, and ways of realization.
Let us emphasize that the development of society directly depends on how successfully new values are introduced into the mass consciousness, which come to replace those in the spirit of which we were brought up for decades.
The category of ideological types of advertising, of course, includes such an innovation as social advertising. Its purpose is to draw attention to such global values as love for the country, the revival of national sacred objects, the idea of uniting society for solving problems of a national scale. It is characteristic that social advertising is a direct social order from the socio-cultural sphere to the field of commercial activity.
The growth in the quantity and quality of social advertising in the media and among outdoor advertising samples suggests that the advertising business is the bearer of a creative, spiritual beginning. Hopefully, the flourishing of the advertising industry, after passing the commercial boom phase and the initial accumulation of capital, is entering a phase when advertising as an audiovisual work of art in the genre of commercial laconicism will be the most prestigious and ultimately popular.
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