COMM 287 Study Guide - Midterm Guide: Adverse Drug Reaction, Idolatry, Vardenafil
Document Summary
Older strategy usp (unique selling proposition). Newer strategy consumer based rather than production based. Info about audience and gear ads towards them so the ads resonate (recognize) Tony schwartz produced lbj"s commercial with the nuclear bombs. Ad doesn"t mention competition or who has nuclear weapons. Finds out what is in consumers minds and how ads can envoke them. Partipulation audience participates in their own manipulation. A sign is anything that has a meaning. A sign is made up of two things: 1. signifier the carrier of the meaning. The signifier in this case has nothing, however what is signified is everlasting love. We need to access to reference systems to complete the means. (code of popular culture. Must decipher a code from an advertisement. Must know what the symbols in an ad mean or it will make no sense. Some ads can not be shown because their message can remind us of devastating or unfortunate past events.
