Mooij (2010) described Advertising as “a symbolic artefact constructed from the conventions of a particular culture. The sender crafts the message in anticipation of the audience’s probable response, using shared knowledge of various conventions. Receivers of the message use the same body of cultural knowledge to read the message, infer the sender’s intention, evaluate the content, and formulate a response”. According to his theory, four elements of ad style will vary through different countries: appeal, communication style, basic advertising form and execution. With several preview research, we tried to summary an assumed list with some adjective words, in which the elements of ad style were distinguished contrarily between two reverse dimensions (opposite words), e.g. direct communication style vs. Indirect communication style .
In terms of communication strategy, we could not find an exact definition about advertising appeal. But we’d like to evoke a speech by Bill Bernbach from an American Association of advertising Agencies conference (Lane, King, & Russell, 2005).
“There may be changes in our society. But learning about those changes is not the answer. For you are not appealing to society. You are appealing to individuals, each with anego, each with the dignity of his or her being, each like to no one else in the world, eache a separate miracle. The societal appeals are merely fashionable, current, cultural appeals, which make nice garments for real motivations that stem from the unchanging instincts and emotions of people-from nature’s indomitable programming in their genes. It is the unchanging person that is the proper study of the communicator”. -
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