Sociology 2172A/B Study Guide - Final Guide: Hyperbole, Pleasure, Collectivism
8 Feb 2018
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Document Summary
Three aspects of advertising style were pointed out that are each prone to influence by culture. The values and motives included in the appeal, the central message. The execution: the casting and activities of people, the setting and the interrelationship. The appeal includes values and motives that define the central message. An appeal connects with some emotion that makes the product particularly attractive or interesting, such as security, esteem, fear, sex, and sensory pleasure. The appeal is also used to describe a general creative strategy. Emphasis on the price is an economy appeal. A status appeal is used for presenting quality, expensive products. The combination of the appeal, basic advertising form and execution makes up advertising style. Advertising appeals do not necessarily follow the norms of a culture. The value paradox as an effective advertising instrument. In advertising, some values can easily be recognized as a reflection of culture.
