Flashcards
Advertising techniques
Cards in this deck (22)
- 1what did walker find?participants rated a product higher when it was advertised by Madonna compared to the product promoted by a model
- 2What did Martin (2008) findthat students would rather by a camera advertised by a ficitonal fellow student than a celeb
- 3What did Hume find?Did a study of the persuasiveness of over 5,000 tv commercials and concluded that celebrity endorsement did not significantly increase the persuasive communication of the advert
- 4what is the problem with measuring persuasiveness?Giles commented that we are measuring attitude towards product, rather than behaviour
- 5What did Pine and Nash find?That children in Sweden (where advertising for under 12s was banned) had fewer things on their list to santa than the US
- 6gender bias?Adverts promote current stereotypes despite how biased or inapproriate they are
- 7what did giles 2003 find?That celebrities are more likely to encourage us to buy a product, they are a familiar face that we trust due to parasocial relationships
- 8who found that celebrity endorsements were not ranked as one of the most important factors?O'Mahony and Meenaghan
- 9What is the research done by Synder and DeBono?They found that people who scored high in self monitioring like soft sell techinques and people who scored low in self monitoring prefer hard sell techniques
- 10What is the real life application of Synder and DeBono's researchPsychographics- designing an advertising appeal to siut a particular audience
- 11Who conducted further research into hard sell and soft sell techinques?Okazaki- hard sell is more believable, but soft sell techinques leave the customer with a more positive opinion of the product. Hard sell advertisements can be irritating
- 12what did Fowles suggest about product endorsement?That in 1990 20% of tv commericals used celebrity endorsement
- 13What are the 5 gratifications?1. Escape, 2. social interactions, 3. identification, 4.inform and educate, 5. entertain
- 14what is a hard sell?An advertisement using factual information about the product
- 15What is a soft sell?An advertisement that uses subtle creative persuasive techniques
- 16When is it possible to be influenced by the hypodermic effect?McQueen- where we are without conscious awareness e.g. football adverts or subliminal messages.
When there is a moral pnic e.g. James Bulger killing - 17who came up with the two step flow theory?Katz and Lazarsfield
- 18what does the two step flow process suggest?that tv messages are filtered through opinion leaders, who recieve messages from the media and pass on the information to other people in society
- 19Who provided research for the two step flow process?Lazarsfield suggetsed that have TV has a limited direct effect on the audeince. McQuail summarised the limited effects. Tv reinforcers existing opinons, people selectively tune it to hear the messages that they already favour
- 20What is the uses and gratification theory?That media gets the message across to active viewers of television and use the media to gratify or meet certain needs
- 21What is the hypodermic effect explanation of the persuasiveness of tv advertising?That tv injects the message into the audience (we are passive recipients who are easily manipulated)
- 22what did Friske suggest about the gratification theorythat programmes do not have an effect on people. Viewers and tv interact.
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- Psychology (Media) Flashcards on Advertising techniques, created by lele_star on 03/05/2013.
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