Sociology 2172A/B Chapter Notes - Chapter 1: Pleasure, Black Comedy, Wireless

• School: Western University
• Department: Sociology
• Course: Sociology 2172A/B
• Professor: Gale Cassidy

Document Summary

3 aspects of advertising style influenced by culture: values and motives in the central message (appeal, basic advertising form, execution = casting and activities of people, setting, relationships. Must understand the role of all elements to be able to analyze whether an advertisement fits into culture. Appeal of advertising includes values and motives that define the central message. Moriarty, mitchell, wells: appeal connects with some emotion that makes the product parti(cid:272)ularl(cid:455) attra(cid:272)ti(cid:448)e or i(cid:374)teresti(cid:374)g su(cid:272)h as se(cid:272)urit(cid:455), estee(cid:373), fear, se(cid:454), a(cid:374)d se(cid:374)sor(cid:455) pleasure(cid:863) Problem with cross-cultural content analysis: organization and logistics of large-scale. Some values easily recognized as a reflection of culture. Fit individualistic cultures: doing it your own way and going it alone are expressions of individualistic culture, belonging is also strong value of individualistic culture. Advertising appeals may represent 2 opposing statements about value: desirable vs. desired. Distinction between what people think should be desired and what is actually desired.