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Lecture April 17 - Advertising & the Body.docx

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Department
Communication
Course
COMM 121
Professor
West
Semester
Spring

Description
Lecture: April 17, 2014 Advertising & the Body • Advertising tells us stories; as brief as a single image, as 15 seconds o All about selling o We are rewarded for our purchasing; we must continue buying  o Advertising’s goal is to sell products, but more importantly is selling an idea (who do  we desire to be, what lifestyle do we want to achieve, etc.) o To create consumers who consistently desire more • The same story is told in every advert; happiness and satisfaction can be purchased • The ideas of who consumers are is often more important than actual data of who consumers  are •  Gloria Steinam &   Ms.   Magazi : women are indeed viable consumers, despite advertisers’  belief to the contrary; how to get advertising without succumbing to complementary copy o Magazine published by and for women o Majority of what we’re paying for is advertising budget; mainstream magazines are  almost 100% advertising o Complementary copy: if you look at an advertisement you see something being  advertised (Neutrogena shampoo, for ex.), flip further and you will see an articl
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