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CMN2173- Final Exam Guide - Comprehensive Notes for the exam ( 30 pages long!)


Department
Communication
Course Code
CMN 2173
Professor
Dina Salha
Study Guide
Final

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UOttawa
CMN2173
FINAL EXAM
STUDY GUIDE

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CMN2173 B
Tuesday January 10, 2017
Lecture 1: Advertising
Dina Salha
Why study advertising and society?
Advertising is a mass contact strategy
To persuade consumers to buy their product
Advertising has economic ends
First layer: they want you to pay to get their product
Ads appeal to individual taste: power of parenting, power of royalty.
Ads so psychological uses
Goal of advertising: sell, sell, sell, brand recall, award and agency reputation, entertainment,
celebrity brands
Use value -> Sign value
Value
o Sign value: what the product means to us (branding)
o Use value: what the product can be used for
o Exchange value: what the product can be traded for (money)
o Use Value + Sign Value = Exchange Value
It is a prominent feature in modern society
It is an industry connected closely to
Symbols and sign systems
Subversion: an attempt to transform the established order – transform a particular meaning
(social order, to the order of social meaning, to order of power) – a disruption of meaning, thus
casting doubt on the meaning, on ability to read signs and categorize them, this means things
do not mean what they mean anymore (what is normal)
Spoof Ads: Are a parody ads, usually fictional ads, to ridicule
Culture Jamming: refers to disruption of media culture and the mainstream cultural institution –
culture jamming unveils the waste of money and resources on appearances that jode the
assault on the labor and production processes.
Subversion: through culture jamming attempts to recreate a dialogue in the public sphere and to
break the monologue of the corporations.
CMN2173 B
Friday January 13, 2017
Lecture 2: Advertising Concepts and Strategies
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Dina Salha
What’s the difference between propaganda and advertising?
Propaganda
Like advertising, is a mass contact strategy, it is ideological but has political ends
Can use coercion
Appeals not to psychological needs but to fear and warnings
Informs and instructs and satisfies the needs of the propagandist
Advertising as Propaganda
The lines between advertising and propaganda are increasingly blurring
Argument:
While the function of advertising is to sell products, it is also selling an ideology of consumption
and capitalism
Advertising should be treated as propaganda
This is mostly visible when the tactics of advertising and the ideology of consumption are
introduced to developing societies or transitional societies where the modes of consumption are
limited to basic needs
How to Analyze Propaganda…
Ten stages of propaganda (Jowett & O’Donnell) These investigate questions should be used
to analyze advertising campaigns of all sorts:
1. The ideology and the purpose of the campaign
2. The context in which the campaign occurs
3. Identification of the source/propagandist
4. The structure of the propaganda organization/institution
5. The target audience
6. Media utilization techniques
7. Special various techniques
8. Audience reaction to various techniques
9. Counter-propaganda, if present
10. Effects and evaluation
Consumer Behaviour and Advertising
Advertising, like marketing, is the planning and execution of a concept, as well as pricing,
promotion, and distribution of ideas, goods, and services that create an exchange which
satisfies both individual and organizational objectives
What makes the consumer consume?
Multi-Utility
Place utility (ex. Moving a show from one place to another)
You can access a particular product in different locations
I.e. Concerts, Cirque de Soliel
Ownership utility (buy now - pay later)
Paying through a credit card, layaway
Time utility (Cinema schedules)
Can access products throughout the day
Mobility and connectivity utilities
Utility is the WANT satisfying power of a product or service
Advertisers confusing wants and needs
Advertisers try to be everywhere and put themselves into the social relations and in your daily
schedule, and become a part of your life
Advertising is a technique based on studying consumer behaviour
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find more resources at oneclass.com
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