Sociology 2172A/B Chapter 6: Advertising & Culture- readings

• School: Western University
• Department: Sociology
• Course: Sociology 2172A/B
• Professor: Gale Cassidy

Document Summary

Appeals in advertising: values & motives that define the central message, connects with some emotion to make a product attractive/interesting, ex. Security, esteem, fear, sex, sensory pleasure: advertising style consists of appeal, basic form & execution, reflect the values of the culture presented in, ha(cid:396)d to (cid:396)e(cid:272)og(cid:374)ize (cid:448)alues i(cid:374) ad(cid:448)e(cid:396)tisi(cid:374)g as appeals do(cid:374)"t follo(cid:449) (cid:374)o(cid:396)(cid:373)s of a (cid:272)ultu(cid:396)e. If they are capable and work hard, they get lots: this value actually results in inequality, biggest increases in income inequality have been in america, britain & new. Zealand: dependence & freedom paradoxes, opposing values related to power, distance & individualism, freedom vs dependence. In high power distance & collectivistic cultures children remain dependent on their parents much longer. In low power & individualistic cultures children are supposed to go their own way, be self-reliant and make their own decisions: freedom= distance. Independence is a widely used concept in western, japan & russia ads.