COMM 3444 Lecture Notes - Lecture 4: Bald Eagle
4 Aug 2018
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Unfamiliar objects that are slightly different from our expectations. Object that partially departs from its usual or expected form. Violation must do more than just get attention violation must connect with bene t of product. Representation of an abstract concept (freedom) through a concrete visual image (bald eagle) that bears some analogy to the concept. Analogous abstract concept: political silencing automotive responsiveness. Work that mocks or pokes fun at original work. Literacy or musical work that is closely limited for comic effect or ridicule. Must be careful when using visual parodies because audience may not always understand. Gives the audience the visual experience of seeing the world through someone else"s point og view and participating in her or his subjectivity. Subjective versions receive more favorable evaluations from consumers than nonobjective. Method draws consumers into the situation portrayed. In peracchio & luna"s study they notice age difference in children"s understanding of advertising analogies associated with anti-smoking ads.
