Sociology 2172A/B Chapter Notes -J. Walter Thompson
9 Oct 2014
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Intro: use of images, use of persuasive rhetoric or copy" appeals, and development of psychological or emotional appeal, these elements are used to signal distinctiveness of contemporary advertisements and as evidence of qualitatively different role that advertising plays in consumer society, earlier advertising served more to inform, did not generally attempt to persuade people of desirability of an offer, persuasiveness is a relative judgment leveled at the effects of advertisements or their capacity to make a difference, generally made in relation to a context, often historical, of other advertisements, but seldom made in relation to the historical conditions of production, should recognize persuasiveness as a historically contingent judgment, not as function of elements, focus on historical context of production (cid:224) how ads are shaped by institutional, organizational and technical methods in different social, political, and economic circumstances, passage of time has severely restricted access to circumstances surrounding production of advertisements.
