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The Message as Art Form

Page history last edited by Katrina.May 14 years, 10 months ago

The Message as Art Form

 

 

 

Marketers are Story Tellers

     They tell stories because they describe intangible product benefits. [1]

 

 

 

 

 

Marketers Use Literary Devices

 

 

 

Allegory: A story advertisers tell about an abstract trait or concept in the context of a person, animal, vegetable, or object. [2]

 

 

 

[3]

 

 

 

 

Metaphor: Places two dissimilar objets into a close relationship, A is B. [4]

 

 

 

 

 

 

Simile: Compare two objects, A is like B. [5]

 

 

 

 

[6]

 

"Life is like a box of chocolates, you never know what your gonna get."

 

 

 

 

 

Resonance: Form of presentation that combines a play on words with a with a relevant picture. [7]

 

 

 

 

 

 

 

 

 

 

Lecture Vs. Drama

 

 

 

 

Lecture: A lecture is a speech, the source speaks directly to the audience and tells them about the product or service or attempts to persuade them to buy it. [8]

 

 

The characters indirectly address the audience and interact with each other about a product or service in an imaginary setting. [9]

 

 

The viewer clearly associates the message as persuasion and weighs the merit of the message and the sources credibility. [10]

 

 

 

[11]

 

 

 

Drama: Is similar to a play or movie. They are experiential and involve the audience emotionally. [12]

 

 

The transformational advertising method encourages the recipient to associate the experience of product usage with a type of subjective sensation. [13]

 

 

 

 


 

 

 

 

 

 

 

Footnotes

  1. Solomon, R. S. (2011). Consumer behavior- buying, having and being. (9th ed., p. 287). New Jersey: Pearson Education. ▲
  2. Solomon, R. S. (2011). Consumer behavior- buying, having and being. (9th ed., p. 288). New Jersey: Pearson Education. ▲
  3. GreenGiant.com. (Designer). (2011). Green gian. [Web Photo]. Retrieved from http://greengiant.com/our-story ▲
  4. Solomon, R. S. (2011). Consumer behavior- buying, having and being. (9th ed., p. 288). New Jersey: Pearson Education. ▲
  5. Solomon, R. S. (2011). Consumer behavior- buying, having and being. (9th ed., p. 288). New Jersey: Pearson Education. ▲
  6. His Fame Alone. (Producer). (1994). Life is like a box of chocolates. [Web Photo]. Retrieved from http://hisfamealone.wordpress.com/2010/05/28/life-is-like-a-box-of-chocolates/ ▲
  7. Solomon, R. S. (2011). Consumer behavior- buying, having and being. (9th ed., p. 288). New Jersey: Pearson Education. ▲
  8. Solomon, R. S. (2011). Consumer behavior- buying, having and being. (9th ed., p. 288). New Jersey: Pearson Education. ▲
  9. Solomon, R. S. (2011). Consumer behavior- buying, having and being. (9th ed., p. 288). New Jersey: Pearson Education. ▲
  10. Solomon, R. S. (2011). Consumer behavior- buying, having and being. (9th ed., p. 288). New Jersey: Pearson Education. ▲
  11. http://www.clevescene.com/scene-and-heard/archives/2010/06/07/progressives-flo-is-pretty-popular-successor-to-the-geico-gecko ▲
  12. Solomon, R. S. (2011). Consumer behavior- buying, having and being. (9th ed., p. 288). New Jersey: Pearson Education. ▲
  13. Solomon, R. S. (2011). Consumer behavior- buying, having and being. (9th ed., p. 288-289). New Jersey: Pearson Education. ▲

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