Post on 13-Dec-2014
description
“The real persuaders are our appetites, our fears, and above all, our vanity.” Eric Hoffer, 1902–1983 Longshoreman, Author, Philosopher
Prepared by Danielle Oser, APR
Brook Shields, 14 “Soft-Porn” Advertising
2002- Campaign called “Outrageous and Irresponsible by a member of congress
2005 – No additional media notice
Linking sex with products in not new
Christmas 2003 Sometimes controversy does not sell more clothes
Christmas is NOT when you want a boycott by parents
Nothing says Paris like a Spicy BBQ Six Dollar Burger from Carl's Jr. Apparently.
Not approved by JC Penny Leaked by the advertising agency
“Holocaust on your plate” German court called the campaign “an offense against human dignity”
2009 - NBC prohibited the spot from being shown during the Super Bowl because it was too sexually suggestive
Generate news media attention and sales
Target audience 18-24 Socially conscious clothing buyers
1989
Arab countries refused to print this ad
Symbolically emphasize racial harmony and equivalence
Overtly Polictal Imaes 1991
• Benetton
Disturbing images without context or explanation
Estimated worldwide sales jumped 10% ~ $100 million from 1991-92 during the controversy
• Journalism Condemnation
AIDS awareness Seen by more than 1 billion people But that does not mean people were educated
January 2000 Time to rethink shock advertising?
Glamorizing murderers while ignoring their crimes Sears canceled their contract ~ big lo$$ for Benetton
2011 Manipulated photographs
Most information, whether factual or not is communicated through the mass media and relies on the emotional appeal in visual presentations
Images change a person’s attitude Walter Lippman, 1922
First to write about the art of persuasion Ethos
Source credibility Logos
Logical arguments Pathos
Emotional appeals
2004 – MoveOn.Org Turned down by CBS to air during the Super Bowl CNN aired the spot during a news segment in response
James Carey
Propagate an idea to a large population
“Thought control techniques”
John Merrill, Media Critic
Introduction of Uncle Sam James Montgomery Flagg
Vital to the war effort by bolstering morale and home-front efforts
Nazi’s use propaganda to their advantage
400,000 US advertising employees $650 billion annual billings worldwide
But it’s harder to break through
Product placements are estimated to create an income of $6 billion by 2014
Documentary about product placements
Sidewalks, elevator doors, egg shells, men’s room doors, potholes, buildings, vehicles
Brief: Anando Milk,a localcompany wanted to increase
consumption of milk amonglittle children.
The competition in the form of juices and energy
drinks focus on kids' drinks being funand cool. So Anando wanted to change the percept on of milk
being a boring drink.
Solution: C-Ons dering every chi d livesina world of fantasy.
the idea was to exaggerate the benefit of milk
into almost giving the child superhuman powers.
So we useo a noaroing,am1ost a prominent building
whichappeared asif a child was pushing
a part of the building with his bare hands.
QR Codes
Attempt to inf luence public opinion about a product, company or issue 50% of all media stories are probably generated by a pr person
The hope is that those who see the resulting pictures will not see the elements of calculation that are behind the artifice George Will
War dragged on for years, mission NOT accomplished
George Bush Detached? clueless?
Causes panic, 9/11 memories
1928 – Ruth Snyder, First woman executed in NY since 1899 Present the news in exciting visual ways better than our competition
Eye Catching
Propaganda or Persuasion?