Essay Question.
"Advertising doesn't sell things; all advertising does is change the way people think or feel" (Jeremy Bullmore). Evaluate this statement with reference to selected critical theories
Different ways in which you can advertise.
Advertising is an essential part of your overall marketing. Without reaching out to new customers you are limiting your potential market. The best marketing is creative and innovative - something that will make your customers remember your name and thus, think of you again when they require your products or services.
Also, as you might expect, advertising is expensive. You have to be absolutely sure that you will get a return on your investment (ROI). This can change how you feel about a product, most companies create a catchy tune which sticks in your head and this then has an effect on the rest of the advertising campaign. You can also use a catchy tune which will then make the advert click in your head when you hear it driving along or in a club. This is then successful advertising. Below are five ways which are most successful but then alot more varieties of ways which you can do this in...
Newspaper Advertising
One of the most inexpensive forms of advertising is an ad in the local paper. With even a small advertisement, you can reach a large number of people. If the paper caters to a particular geographic region you can further target your advertising just to that region. The larger the ad, the more expensive it becomes. Most people respond to a small colourful ad rather than a full-page black and white ad.
Mailbox Stuffing
By investing in newspaper advertising or television advertising one must assume that the advertisement only reaches a segment of the total population. After all, not everyone watches television or reads the paper. To get the largest slice of the pie that you can, go directly to your population and fill their mailboxes with your advertisements or offers.
Offer Brochures
A brochure can explain much more about your company, products or services than a single newspaper ad. If your customers need detailed information in order to choose your business over your competition, consider using a brochure. It's good to have brochures handy at trade shows or stocked at the reception desk of your business.
Yellow Pages
Still one of the oldest ways of finding businesses is the yellow page directory. Every person with a telephone has a copy of their local phone book with business Yellow Pages. Directories are one of the most widely used forms of advertising. The telephone company advertising staff will give you help in designing an ad that will present your business in an effective manner. Be aware that directories are published at various times of the year. Call the phone company to determine the publication deadlines. A home-based business may wish to omit the address from the ad. Phone calls can be screened and clients can be scheduled so the neighborhood is not disrupted by an increased flow of traffic.
Business Cards
Another inexpensive way to communicate with your customers are business cards. Always keep a few handy to give out during shows, at meetings, and after a job well done. Think of it as a miniature billboard for your business. It needs to contain essential information such as the name of your business, your name, and essential contact information such as, at the very minimum, your address and phone number. Many people like to add a slogan or logo to their card as well.
Others
Pens, key chains, balloons, t-shirts, you name it. These are marketing materials that fall under this category. Usually inexpensive promotional gimmicks, most people find that useful items like pens are more effective than items with no purpose other than to carry your logo (ex. balloons).
From the documentary ... Ways of Seeing.
John Berger
advertising is a language of words and images which calls out to us where ever we go
advertising displays life as idealistic which no one can achieve without huge wealth
publicity persuades us that if we are to buy what it is advertising we will become richer even though we will be poorer for spending our money, they do this by showing us someone who has supposedly been transformed and made into this perfect person. This envy we then get from this is what creates glamour.
glamour is supposed to be deeper than looks, glamour works through the eye and the mirror.
glamor never used to exist in the old days when you would see oil paintings on the wall, instead there was grace, elegance and authority.
Envy is common in a world in which politics has moved towards democracy but then stopped half way, where status is open to everyone but enjoyed by only a few.
paintings are created in the old days and people try to replicate them and echo there own self figure into what they see as perfect / idealistic.
publicity and oil paintings share the same references and celebrate the same qualities in things and share many of the same ideas all of which relate to you are what you have. there purpose and effects are very different. The oil paintings are created to show what they person owns and makes the owner appear in the best light with the best objects to which they own.
Publicity is different it appears to a way of life to which we aspire to but not yet achieved, advertising shows us that we can have. Each picture which is advertising shows the perfect home and then on top of this our homes will become radiant and our lives dramatically improved.
Money and publicizing displays men as they have a better chance in life if they are better within the sexual activity, the ones who lack that power and dont have glamor are shown as faceless and this is where it becomes stronger.
Advertising plays on your fear of not being desirable, it suggests that you are not wanted by anybody but to own the product its offering would increase your chances and make you more 'glamorous' as which you would dream.
Dreams which are advertised, social life being enhanced by showing everyone doing things which you want and aspire to be, everyone looks happy and are perfectly modeled, and the next morning you would still feel the same way about it.
Skin is always perfect and flawless.
Advertisement of being elsewhere, dreams of places without horizons, and the dreams of being places where no trouble or worries can happen.
Romance and Sex are most desired by the human public.
The publicity works on the imagination but it also pretends to interpret the world around us, it also adds up to an almost philosophical system, the things it sells are in themselves neutral just objects but they have to be made glamorous and eye catching enough to be arresting but not to close to offer a threat.
a machine gun can support shoes. revolution can be wrapped around anything, public figures and struggles around the world can be used to enhance your product further
Even attitude and a style of life can be advertised even though it cannot be purchased.
All single pages in magazines display what appears to be the most important part of what you want and need in life, however from a disaster in a foreign country to a bottle of pimms, all have the same language, all have the same elements, but between each page there is such a disconnection, that one can only say this culture is mad.
Our cities are papered with dreams and objects which we may enter or buy, but they exclude us as we now are. behind the paper are our wanted needs.
_____________
Advertising has changed in its culture, largely due to the switch from informational to a more expressive conceptual way to communicate with consumers. This switch has offered the audience less cognition about products.
Previous to the 1970s consumers were exposed to informative ads that helped them make decisions by exploring the positives of products and the negatives of competitors. just after the 1970's, informational ads were not as effective, as consumers were becoming more aware of deception in the government due to the Watergate scandal and the Vietnam war, they then associated that deception with media and advertising, forcing advertisers to change tactics.
With change of the types of ads came emotion and heuristically approached messages. This style of advertising carried through the nineties and into the two-thousands, with the introduction of the Internet, mediums mixed, video became easily available with interaction, this changed the strict lines between informational and emotional advertising. The internet allows for users to experience traditional informative advertising in many different forms, while encouraging interaction with consumers by click-through sites and links.
The internet encourages a gateway in which consumers can go beyond the depth of the emotional and contextual advertisement to dive into a world of information and rhetoric. These gateways include banner ads, pop up ads, text messaging advertisements, viral and online video ads. Each of these methods of advertisements offer a different way for a consumer to become more involved in the marketing process.
_____________
On the television, computer, streets, concerts, email, and much more. Advertising has become a big part of our lives. In-fact we probably don’t realize how much advertising influences our lives.
Now though, advertising is changing. There is money being made both ways, to the consumer, and to the vendor. There is now pay per click advertising, and now there is Adsense. Although it doesn’t look like the consumer is making much money off of it, but it ads up.
On television, it has actually gone the other way. The vendors are making less money due to the new technology that allows us to skip commercials, or fast-forward them. This has had a huge effect on companies.
Although most people don’t have this new technology, it is in-fact becoming bigger and bigger.
Advertising is a very big part of our lives, and will continue to be in our households, work-spaces, and our families.
_____________
John Berger... Ways of Seeing... Book.
These are the last two great paintings by Frans Hals, they portray the governors and the governesses of an Alms House. In paintings such as these they are presented as different areas of art work, and people portray them differently, this is effected from what people believe art is and how they are to see this. The main assumptions are
Beauty
Truth
Genius
Civilization
Form
Status
Taste
This has changed in our more modern living but this still can play a part when viewing artwork.
This is the most sold painting from the National Gallery. The Virgin and Child with St Anne and St John the Baptist painted by Leonardo.
