Communication Technologies and Advertising Strategies
comprised of three short essay questions (answers around 400-500 words each), drawing on lecture and reading material throughout the term. With four or five questions to choose from. The essay questions will be released 48 hours prior to the exam start time of April 21 1pm (so the questions will be posted on April 19 1pm).
Below you will find the questions for the Final Exam. Please review the instructions before beginning.
- CHOOSE THREE out of the four questions
- Write 400-500 words for each question (each question is worth the same and will be graded as a percentage out of 100)
- Use APA for in-text citations, but do not write a bibliography
- Each answer should respond to the question by making your own thesis argument and supporting this argument through an analysis drawing from lectures and readings
- Quotations from lectures and readings are allowed, but should be minimal so that you demonstrate your understanding of course material through using your own words
-SUBMIT TO QUERCUS BETWEEN 1PM-3PM ON APRIL 21
HERE ARE THE QUESTIONS:
1. From printed magazines to the internet, we have examined how different communication technologies have transformed both advertising strategies and the consumer mentalities and behaviours toward which advertising strategies are directed. Drawing on at least two class readings and referring to at least three different communication technologies in which advertisements appear (i.e. print, radio, TV, and/or the internet), make an argument that explains the most culturally significant advertising strategies that have changed and the most culturally significant advertising strategies that have stayed the same throughout the twentieth and twenty-first centuries.
2. We have examined how the role of consumer research is central to the practice of advertising agencies. We have also explored the question of power in relation to the roles that consumers and advertising agencies play in controlling the cultural narratives and myths that appear in advertising. Drawing on at least two class readings, make an argument that explains how the cultural narratives and myths that appear in advertisements are generated. Specifically, what role do advertising agencies play and what role do consumers play in generating these narratives. Is the balance of power/influence between these two groups equal or unequal
3. While advertising refers to the process of capturing attention, we have also discussed how this attentiveness comes with a corresponding inattentiveness or even unconsciousness. This is to say, advertising messaging works by making us aware of certain kinds of phenomena, while making us unaware of others. Drawing on at least two class readings, make an argument that identifies the most culturally significant ways in which advertising messaging depends on both conscious and unconscious modes of consumer psychology. How does the psychological oscillation between consciousness and unconsciousness characterize human experience in consumer culture
4. The notions of individual empowerment and self-actualization have become central to the ethical and political structure of consumer culture. Drawing on at least two class readings, identify the social forces that caused this to happen and make an argument that explains how the ideologies of empowerment and self-actualization function to intensify advertising persuasion in the media environments of mass media (magazines, radio and/or television) and “demassified” media (the internet and social media).
Communication and Advertisement
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Communication and Advertisement
Question 1
The necessity of advertisement in marketing is undisputed. The effectiveness of advertising has gone hand in hand with innovations and development in technology. Not so long ago, people were distressed about the 'millennium bug',' the broadbands could barely manage to keep internet speeds at a functional level, and the Nokia 8210 was considered sophisticated. As means of communications have evolved, marketers have found creative ways of incorporating advertisement in the most mundane of human interactions. Newspapers, for instance, started as free publications back in 1763. By the 18th century, magazines such as the Morning Herald of London began to host classified ads.
Consequently, they categorized them as "To be let," "To be sold," "Want places," "Sale by Auction" CITATION Gil \l 1033 (Dyer). Newspapers used their column layers for page composition, arrangement, and, most importantly, readability. However, to marketers, such divisions presented an opportunity to rent space for advertisement with larger areas commanding more considerable fees. This advertisement strategy is still present to date, and newspapers have used this model to incorporate other pieces of information such as obituaries.
While the model of newspaper advertisement has remained the same, more minor aspects such as slogans, catchphrases, and placement of fonts have undergone some experimentation. Institutions that fought for newspaper, tv, and radio space propelled the culture of coming up with the most attention-grabbing slogans. The slogans became a critical part of the advertisement and, at times, eclipsed the name of the product. Companies are forced to change their catchphrases in response to changing times. Another factor that has facilitated change in slogans is the competition. Coca-Cola and Pepsi have remained the most prominent players in the soft drink industry since their inception in 1886 and 1898, respectively. Their products are indistinguishable with eyes closed; therefore, slogans are critical in regularly reinventing themselves and promoting the developments over the competitors. Fast food restaurants have taken a different approach over the years by using the "try it and see what sticks approach." For instance, Wendy's original slogan focused on its taste; however, it has morphed itself to emphasize convenience driven by the general perception of fast foods over the years.
Over the years, TV and radio advertisement has changed from being informative to prioritizing creativity that triggers emotions and humor. Companies and brands emphasize the need to convey their information by building lasting connections with the target audience CITATION KUR09 \l 1033 (LANG & LANG, 2009). Therefore, entertainment has become the main driver of modern tv advertisement as it is effective and easily transferred across different screens. The halftime shows of the Super Bowl are an example of an aggressive form of modern tv advertising. Advertisement is done by mainstream artists and actors, consequently creating a seamless transition of the content presented to the viewers as halftime entertainment.
Question 4
A significant change in human character changed in 1910, according to " Virginia Woolf. The educated strata of Western capitalist nations were responsible for the cultural transformation witnessed at the time. By the late 19th century, this line of thinking propelled people into compulsive saving, perpetual work and civic responsibility, and rigid morality. The industrial revolution and trauma from the second world war created a sense of self-denial in society. By the 20th century, the Western society had undergone periods of economic prosperity, and the new generation prioritized 'rewarding themselves' through leisure, compulsive spending, and apolitical passivity CITATION Lea80 \l 1033 (Lears, 1980). This transformation was not rapid; however, it was influenced by factors ranging from the civil rights movement to music. The youth at the time became earners and the industries made products that appealed to their appetite to explore. Initiatives such as vehicle manufacturing enjoyed success because of the youth's search for identity. Car brands such as Ford Mustang and Camaro managed to attract car enthusiast that has remained loyal to date.
This consumption has promoted the cultural revolution that is responsible for altering the beliefs of the societies referred to as "the age of authenticity." This idea is traced to Romantic expressivism of the 18th ce...