ADV 318J Study Guide - Final Guide: A.D. Vision, Ipad, Crass
Document Summary
Advertising can be a persuasive message about an idea; its not only just about products. Advertising must be effective- clients demand that ads produce demonstrable results- and coolness alone is not a result. Ads do not have a single meaning- each audience member decides what meaning to take away from ad. The harsh truth- eliciting a desired meaning is incredibly dif cult. Promotion- **advertising is only one type of tool used for promotion! We are tired of this advertising barrage; we"ve become more psychologically resistant. New media technology gives us the power to avoid this barrage. Agencies come in all shapes and sizes; they offer different levels of expertise. What this means for clients- they must evaluate the goodness-of- t with agencies. To be successful in advertising- you must understand that advertising mirrors contemporary society. Fear and anxiety- one trend that repeats itself over and over again is that advertisers leverage public fear and anxiety to sell products.
