美国留学广告学dissertation分析广告的作用和影响

1.广告技术我认为是一个大众极为关注的话题。有时一个穿着泳衣的漂亮模特拿着一盆花站在那里，她独自一人就会抓住你的注意力,让你想看看页面的其余部分。广告商会使用白色的字写在红色的背景里,也是为了引起了大家的注意。

2.我认为广告有时也使用情感诉求和建议的口号。有一个州的口号就是“信心就是可以穿最性感的衣服，像国王一样生活。”,它用性感和国王利用你的情绪。至少它是我的。它说,如果你喝百威啤酒,就等于别人会看好你。理发店会也会使用广告和视觉图像。整页广告都会展示有着好看头发并且穿着泳衣的男性和女性。在某种意义上展示人的头发可能会显示出这个店是做理发的。然而,与此同时,广告没有告诉你这个人是否实际使用他们的产品。因此,就会创建了一些误导广告。广告思维的误导也会有暗示的语句,例如，它说,“如果……今年夏天你可以拿回你的头发。“显然这句话是大胆融入其他广告的背景了。因此,你要仔细看看广告,似乎就会变成:今年夏天你让你的头发重返青春。
 

3.广告的使用识别也是作为一种技术的。托德•哈特的照片中有一个职业排球运动员。之前的图片描绘了他是一个秃头,他是一个理发店的客户。我认为托德·哈特的照片应该要求索赔。我这样说是因为秃头的广告展示了一幅托德·哈特在他使用产品之前的状态。快速扫一眼的人就似乎知道他肯定使用了广告中的产品。然而,在进一步说,该产品做得并不好。我们也无能为力。 

 

The advertising technique that I think this ad is an attention device.  It shows a good-looking model in a bathing suit holding a bottle of Bud.  The girl alone grabs your attention and makes you want to look at the rest of the page.  In addition the advertiser uses white writing on a red background that also caught my attention.

 

I believe the advertiser also uses emotion appeals and suggestion of uniqueness in its slogan.  The slogan states “ Confidence is the sexiest thing you can wear. LIVE LIKE A KING.”  The slogan gives somewhat of an emotional appeal because being sexy and being a king taps into your emotions.  At least it did mine.  It sort of says that if you drink a Budweiser that you would be equal to being very good looking at have other look at you.

 

The advertisement for Hairclub uses an attention device and visual imagery in the ad.  It is a full page ad, again showing a good looking male and female wearing bathing suits, both with a full set of hair.  In one sense the man’s full head of hair possibly shows what the Hairclub can do.  Yet, at the same time, the ad neglects to tell you whether or not this man actually used their product.  Therefore, it creates a somewhat misleading ad. 

 

The ad is also somewhat misleading by what a suggestive statement that it uses, that sort of weasels words around.  It says, “What If…..   you can get your hair back this summer.”  However, the words What if are not bold and blend into the background of the rest of the ad.  So, unless you carefully look at the ad, it seems like it says: you can get your hair back this summer.  

 

The hairclub ad also used identification as a technique for advertising.  There is a picture of Todd Hart, a professional volleyball player.  The before picture depicts him with a baldhead, states who he is, and that he is a Hairclub client.  In addition to using identification, I think the picture of Todd Hart is also making a so-what claim.  I say this because the ad shows a picture of a bald Todd Hart before he used the product, but it does not show an after picture.  At a quick glance it seems that the product must have used for him.  However, upon further analyzation of the ad, the product could have done no good for him.  There is no way for us to know.  

 

The ad for the Hyundai Tiburon makes some unfair comparisons.  It shows the car parked next to a gym with people working out.  It suggests that if you have a Tiburon you can “Look great without all those crunches.”  It compares working out in a gym and looking good physically to a car.  It is an unfair claim that discredits the legitimacy that the advertiser is trying to make. 

 

Further discrediting the ad, the advertiser has a disclaimer on the ad.  The ad says that the Hyundai Tiburon has “America’s Best Warranty.”  Although there is a disclaimer in small print on the bottom of the page saying you have to see a dealer for limited warranty details. 

 

An ad for the Naval Reserve uses mostly emotional appeal as an advertising technique, but also uses visual imagery.  It is important to understand that this ad was in a magazine geared toward men to understand how the visuals are useful.  The picture shows men dressed up in army alfits cruising through the water, looking like they are eagerly chasing something with large guns.  In a way, the imagery catches attention by depicting that they are ‘manly’.  

 

The ad also uses emotional appeal to catcher the reader.  It states, “Somebody is refusing to Quit,” “Be Somebody.”  This slogan has a lot of appeal behind it.  It one sense it questions whether you are somebody or not by saying Be Somebody.  The slogan also to qualities associated with being a man.  Using the word ‘refuses’ is a very strong word in itself.  “Refusing to Quit” associates with being ‘big and manly’, having persistence, and gets to the emotional side of a man.  

 

The advertisement for Neutrogena Men mostly uses attention-getting devices as a means of convincing the consumer.  It uses catchy wording in bold to bring the reader in and not just turn the page.  It says “Rough Shave? Razor Irritation? No Problem.”  It kind of brings you in.  The graphic design of the ad is also very catchy.  It shows water splashing in over the products.  In a sense it also compliments the consumer.  The bold statement of asking about razor irritation compliments the consumer in a sense.  It compliments you for knowing a razor does irritate and suggests that if you make the decision to use their product it will fix that, and that would be a good decision. 

 

The Neutrogena Men advertisement also makes some so what claims on their product.  The ad has a picture of the product they are selling where this is displayed.  It is said that their shaving cream prevents razor bumps and cuts.  In the meantime, almost all shaving creams prevent bumps and cuts.  So, the statement is totally illegitimate to this specific product.  It also says that their daily face scrub deep cleans and smoothes skin.  Again, an illegitimate claim that only discredits the legitimacy of the product.  For God’ sakes, all daily face scrubs smooth skin and clean deeply.  Isn’t that what they are for?

 

 An ad for a car dealer uses a few different techniques in their ad.  The top of the ad says “Get Some Class.”  The light blue colorings of the lettering grip your attention with the deep black background.  It really stands out.  The statement itself suggests uniqueness to this dealer.  It suggest that their cars only will give you class.  In reality their cars cannot give you class, nor can any car.  However, if any car could give someone better standing or better class, who is to say their cars are the only ones.  In reality, they are not unique. 

 

The advertisement also uses so-what claims in the ad.  It says a girl will be impressed.  Their car may impress ‘that’ girl, but it is not the only one.  At the same time, making a choice on buying a car has nothing to do with girls or even getting ‘better ones’ for that matter.