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Making Money, Making Monsters Advertising Human Images

Making Money, Making Monsters Advertising Human Images. The Monsters We Make Spring 2005 Stacey Jean Barron. Basics of Advertising. Ads persuade the “buyer” to: get the “good” (Acquisition) keep the “good” (Protection) avoid the “bad” (Prevention) get rid of the “bad” (Relief)

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Making Money, Making Monsters Advertising Human Images

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  1. Making Money, Making MonstersAdvertising Human Images The Monsters We Make Spring 2005 Stacey Jean Barron

  2. Basics of Advertising • Ads persuade the “buyer” to: • get the “good” (Acquisition) • keep the “good” (Protection) • avoid the “bad” (Prevention) • get rid of the “bad” (Relief) • Persuasion is a mutual transaction between benefit-promisers (the ads) and benefit-seekers (the viewer). • Persuasion need not be explicit or rational.

  3. The Basics…. • Ads follow this formula: • Hi (attention-getting) • Trust Me (confidence-building) • You Need (desire-stimulating) • Hurry (urgency-stressing) • Buy (response-seeking) • Ads are everywhere, created by hundreds of people, and are not going away.

  4. Analyzing Ads • Analysis (deconstruction): careful and close examination of a piece’s explicit and implicit meaning(s). • Analysis need not be expansive. • While analyzing an ad look at: > images > emotional appeal > shape & color > value judgements > placement > juxtaposition > size > text

  5. Analyzing the Harm of Ads • Harmful effects of advertising can be: • indirect • delayed • cumulative • Ads can be: • Intrusive (too many ads, ads in inappropriate places) • Deceptive (“bad” downplayed, lied about, ignored) • Offensive (negative images of/toward people/groups) • Prob. Inducing (increase debt, stress, poor self-image)

  6. Questions to Ask • What is the product? • Who is being targeted? What text, images, etc. lead you to this conclusion? • What is the subtext? • What values are expressed? • What tools/techniques of persuassion are used? • In what ways is this a healthy and/or unhealthy message?

  7. Example • Image: nude woman in plastic, man w/gun, corner • Placement: man hidden, woman’s face hidden, woman as focus • Emotions: fear, anger, abuse, vulnerability

  8. Exercise • Pick an ad from www.genderads.com, print it out, then answer these questions: • What is the product and who is targeted? • What’s explicit? Implicit? Explain. • What are the emotions and values? Explain. • Is this ad harmful? How? Explain. • How does monstrosity figure into the ad?

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