ADV 206 Study Guide - Midterm Guide: Mary Wells Lawrence, Pillsbury Doughboy, Jay Chiat
10 Oct 2018
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Document Summary
__, you probably: the creative revolution in the advertising business (4), according to the authors, people do not buy things. An ethnography is: study of people and their cultures ( how they interact with product. By someone else: the difference between a feature and a benefit is: features are characteristics and personality traits of product. False or misleading statements or exaggerations, visual or verbal. B. testimonials that do not reflect the real opinion of the individuals involved. Claims insufficiently supported or that distort the true meaning or practicable application of statements made by professional or scientific authority. Messages are rarely explicit but implied and understood within the cultural context. Examples: japan, china, france, arab cultures, italian: a low context culture is one where: values messages that are more transparent. Value transparent and explicit communications say what you mean. words more important that symbolism. More accessible to high context communicators than high are to low.
