COMM 287 Lecture Notes - Lecture 10: Rosser Reeves, Sarah Jessica Parker, Semiotics
Document Summary
How ads work: older strategy, usp (unique selling proposition, the hard sell, rosser reeves. Believes the general public is stupid, so you have to hammer in the one thing they will remember for the ad. Now have a different relationship to the brand or product. Do people think differently after they see the ad: tony schwartz. The message is a success if people think differently. Instead of using the audience as a target, use them as a participant in creating the meaning of an ad. Johnson using a nuclear attack to get people to vote. Aims for emotion by using a child. Used emotions to make people participate in the ad. The job of the advertiser is to understand the world of the segmented audience and the segmented market and then create stimuli that resonate with how that audience is thinking and to change their orientation towards a brand.
