Sociology 2172A/B Lecture Notes - Lecture 8: Collectivism, Hyperbole, Ingroups And Outgroups
13 Aug 2016
School
Department
Course
Professor
Document Summary
Three aspects of advertising style are prone to cultural influence: values and motive included in the appeal, the central message, basic advertising form, execution casting and activities of people, the setting, and the interrelationship. Includes values and motives that define the central message. Connect with an emotion that makes the product appealing or interesting. Advertising is shaped by the culture in which it is practiced appeals reflect the values of that culture. When values of the consumer parallel those reflected in advertising, the advertising is more effective. Some values can easily be recognized as a reflection of culture. Belonging is a strong value of individualistic cultures. There are often opposing elements in one value. Advertising claims may represent two opposing statements about values. Desirable vs. desired what people think out to be desired vs. what people actually desire. Opposing values are effective because they relate to the important aspects of people"s lives.
