for pple who missed MR saqi's course Media

for pple who missed MR saqi's course :
we studied techniques advertisers employ to make claims for their products...the simplest and most direct way to study ads is through an analysis of the language of the advertising claim.
== The "claim" is the verbal or print part of an ad that makes some claim of superiority for the product being advertised.after that and according to MR SAKI , students should be able to recognize those that are misleading and accept as useful information those that are true. A few of these claims are downright lies, some are honest statements about a truly superior product, but most fit into the category of neither bold lies nor helpful consumer information. They balance on the narrow line between truth and falsehood by a careful choice of words.
==advertising is used to create the illusion of superiority.they usually use basic Technics :
1 == ' WEASEL CLAIM ' such as "helps" (the champion weasel); "like" 
(used in a comparative sense); "virtual" or "virtually"; "acts" or "works"; "can be"; "up to"; "as much as"; "refreshes"; "comforts"; "tackles"; "fights"; "come on"; "the feel of"; "the look of"; "looks like"; "fortified"; "enriched"; and "strengthened."
ex: Listerine fights bad breath..." "Fights," not "stops.
2==. THE UNFINISHED CLAIM :The unfinished claim is one in which the
ad claims the product is better, or has more of something, but does not finish the comparison.
Magnavox gives you more." More what?
3.== THE "WE'RE DIFFERENT AND UNIQUE" CLAIM : This kind of claim states that there is nothing else quite like the product being advertised .
EX: "There's no other mascara like it.
4==. THE "WATER IS WET" CLAIM : Water is wet" claims say something about the product that is true for any brand in that product category,
EX:"Rheingold, the natural beer." Made from grains and water as are other beers.
5. THE "SO WHAT" CLAIM: This is the kind of claim to which the careful reader will react by saying "So What?" A claim is made which is true but which gives no real advantage to the product. This is similar to the "water is wet" claim except that it claims an advantage which is not shared by most of the other brands in the product category.
EX:"Strong enough for a man but made for a woman." This deodorant claims says only that the product is aimed at the female market.
6.== THE VAGUE CLAIM: The vague claim is simply not clear. This category often overlaps with others. The key to the vague claim is the use of words that are colorful but meaningless, as well as the use of subjective and emotional opinions that defy verification. Most contain weasels.
EX: "Lips have never looked so luscious." Can you imagine trying to either prove or disprove such a claim?
7. THE ENDORSEMENT OR TESTIMONIAL : A celebrity or authority appears in an ad to lend his or her stellar qualities to the product. Sometimes the people will actually claim to use the product, but very often they don't. There are agencies surviving on providing products with testimonials.
EX: Joan Fontaine throws a shot-in-the-dark party and her friends learn a thing or two."
8. ==THE SCIENTIFIC OR STATISTICAL CLAIM : This kind of ad uses some sort of scientific proof or experiment, very specific numbers, or an impressive sounding mystery ingredient.
EX: "Special Morning--33% more nutrition
9. THE "COMPLIMENT THE CONSUMER" CLAIM : This kind of claim butters up the consumer by some form of flattery.
EX: We think a cigar smoker is someone special.
10. THE RHETORICAL QUESTION : This technique demands a response from the audience. A question is asked and the viewer or listener is supposed to answer in such a way as to affirm the product's goodness.
EX: "Shouldn't your family be drinking Hawaiian Punch?"
"What do you want most from coffee? That's what you get most from Hills."
good luck

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