Advertising Images from Persuasion to Polysemy - Case Study Example

TABLE OF CONTENTS I. Introduction Page II. Theoretical Framework Page 2 III. Canon Camera Advertisement Page 3 IV. Marriott Hotel Advertisement Page 4 V. Conclusion Page 5 VI. Works Cited Page 6 I. INTRODUCTION The advent of reliable research on effective advertising and marketing in the previous and current century gave rise to the utilization of 'convergent media' or 'media mix,' defined as the blending of different forms of media technology in order to reach consumers more effectively. However, print media advertising has retained its hold and reach in the world of business and efficient marketing as print media continues to advance its scope on a much wider market, develop innovation and resume its accomplishment in the field of theoretical research. Studies conducted in this area of marketing, for instance, have encompassed other areas such as psychology and linguistics, which advanced further the scope and influence of print media advertising. In addition, print media continues to attract attention brought about by the fact that human beings are overly visual, and as aforementioned, the advent of new technology in print, bringing forth innovative approach to printing of full glossy colors, utilization of catchy copy as well as bigger production and wider distribution. Hence, the influence and appeal of print media cannot be discounted even if it faced threats from electronic media, as consumers still read, touch and hold print materials. This paper will analyze theories with regards print media communication and how these appeal to consumers in general. Moreover, three print advertisements from different sources will be evaluated based on the communication theories and psycho-linguistic studies conducted in the recent decades. The effectivity of these materials in attracting audience will also be assessed. II. THEORETICAL FRAMEWORK The contribution of advertising and promotion in the evolution of language and popular culture cannot be discounted. This is mainly the consequence of advertising and promotions' innovative approach to communication 'that not only set language in any social context with which we are familiar but invent new contexts through novel combinations of imagery, words and, often, music' (Hackley 2005). Similar contentions are brought forth by Mitchell (1983) who observes that repetition within the text of a reading improves recollection of the text. Mitchell (1983) contends that a 'rhyme' and other innovations in the use of language strengthen the efficiency of the text as well as increases its memorability. Moreover, Mitchell has shown that specialized language utilized in advertisement is more memorable that literal language. This is supported by the research conducted by Craik and Tulving (1975) on the processing and retention of words. Craik and Tulving (1975) observe that the instruction of the text to 'form images from wordsleads to excellent retention.' The aforesaid is reminiscent of Hall's (1980) theory found in his article 'Encoding/Decoding' in which the author contends that viewers employ the process of 'negotiation' in their treatment of the text. Moreover, Warlaumont (1995) observes that 'ambiguity' 'contributes to involvement, polysemy, and oppositional decoding' which can further aid experts recognize the correlation with regards the design of the advertisement or how it persuades the viewers. The theory on covert and ostensive communications can also be utilized to further assess if the characteristics of the brand contribute in widening its scope and effectuality (Hackley 2006). These theories are crucial in the appraisal of the efficacy of advertising materials. III. CANON CAMERA ADVERTISEMENT Source: National Geographic Magazine, March 2006 Issue Many corporations during the past decades undertook environmental or species protection and awareness project as a part of their advertising policy. Canon employed the same strategy dubbed as Canon Evirothon. The efficacy of this approach lies on the company's utilization of a wildlife' picture aimed to attract immediate attention from the viewers. The fact the Canon is a camera company does not lower its status as a corporation that jumps on the bandwagon - an opportunist's approach to appeal to the sensitivity of the viewers extremely concerned with the protection of the species or the environment. The advertisement is particularly aimed at the market familiar with environmental issues. The picture of the 'four-eyed antelope,' appeals first as a subject of a camera shot, showing one of the functions of the camera to illustrate clear and colorful details of the picture. The copy about the company's environmental program comes as a secondary consideration - the same considerations most consumers mull over when choosing a product to purchase. The use of the headline, 'Wildlife as Canon sees it' employs 'multiple encodings', which could facilitate 'conceptual linkages in the memory' (Mitchell 1983) and polysemy, covert intentions which imply that Canon sees or understands environmental issues as well as 'sees' or captures the object vividly with the utilization of the Canon camera The picture carries factual data shown on the topmost part. This 'encyclopedic' style of presenting information thereby avoids whatever disputes on the reliability of information the viewers may come up with. Thus, 'negotiation' of the text could be avoided, as the information presented could be deemed 'hegemonic' and indisputable (Hall 1980). The repeating of the word 'eyes', for instance, or employing a synonym, such as 'preorbital glands' results to improved recollection of the words, its ostensive meanings and the covert ideas that the advertisers try to convey (Mitchell 1983). Notice also that the eyes of the antelope are emphasized on the picture just as words related to vision are given emphasis in the text. Moreover, the text employ words creating images, which in turn reinforces the recollection of the picture of the antelope (Craik and Tulving 1975). The background image, a green field and brown patches of grass facilitates ease of forming images from the words in the text as for instance, 'a mother [antelope] leaves her young hiding in the grass' as the mother searches for food. This is likewise an example of 'correlation' as mentioned by Warlaumont (1995) in his works. IV. MARRIOTT HOTEL ADVERTISEMENT SOURCE: Newsweek Magazine, October 18, 2004 Issue/Asian Edition In this print advertisement of Marriot Hotel, the picture shows an image of a friendly, accommodating, 'all-smile' hotel staff holding neckties of different designs and color. The background shows an elegant setting, with a guest comfortably perched on his seat. The picture emphasizes the chic and stylish uniform of the hotel staff. As portrayed in the picture and the text, the Marriott Hotel advertisement delineates the concept 'graceful, well-groomed' look. The text is explicit in its conveyance of the message that 'making [the hotel guests] look good is not just [their] business' but also brings pleasure to the company as well. Hence, an image of the smiling, elegant looking staff cements these perceptions of the hotel's aims. Although the conveyance of this message on the text is ostensive, the implicit positioning and placement of the images in the picture as well as the message that images convey holds covert meaning. The simplicity of the copy evident on the text is readily apparent as the words used are common and are easily processed by the viewers. The text starts with a question, one of the most common forms of communication to elicit instantaneous response and attention to the meaning of the words, which in turn facilitate ease in retention. Craik and Tulving (1983) fortify this claim as they contend that 'attention to the word's meaning is a necessary prerequisite of good retention. In addition, advertisements such as these usually appeal by attracting attention through conspicuous images of luxury and comfort. The importance of pictures that are eye pleasers and the utilization of the text that are congruent with the images are supported by the theories in the field of marketing, psychology and communications, which assert that 'memory performance is enhanced to the extent that the context forms an integrated unit with the word presented' (Schulman 1974). Moreover, the use of the phrases and newly formed expressions and collocations such as 'flight-damaged luggage,' and 'a broken shoe-lace' enhances the effectuality of the text in the advertisement. The formation of new expressions employment of rhymes also elicits more attention. These are just some of the innovative practices in advertising which aid memorability and retention of words. CONCLUSION The advertisements and their accompanying texts shown above only signify that many companies utilise not only the common approach to advertising but also the innovative strategy brought forth by the advancement in theoretical perspective in the area of marketing and advertising. The employment of these concepts based on studies and experiment only enhances the influence of advertising on its audience. Canon and Marriott Hotel illustrated that the principles brought forth by communications theorists with regards effective marketing and advertising can aid companies gain more influence and thereby get increased attention. As the generation of today has less attention span compared to that of the previous generation, attracting viewers is becoming an increasing challenge. However, with the advent of innovative approach that is empirically based, the same forms of media advertising still exist until today and with the discovery of a new approach in the future, advertising in its current forms will linger and will be here to stay. WORKS CITED Craik, F.I.M., & Tulving, E. (1975). Depth of processing and the retention of words in episodic memory. Journal of Experimental Psychology: General, 104, 268-294. 269 Hackley, C., (2005) Marketing and social construction [electronic resource] exploring the rhetorics of managed consumption, Routledge: London Hall, Stuart (1980), "Encoding/decoding," In Stuart Hall, et al, eds ., Culture, Media, Language. Working Papers in Cultural Studies, 1972-79, London: Hutchinson, 128-138. Mitchell, A (1983), "Cognitive Processes Initiated by Exposure to Advertising", Richard Harris, ed., Information Processing Research Advertising, Hillsdale, NJ, Lawrence Erlbaum 13-42. Schulman, A. I., (1971), 'Recognition memory for targets from a scanned word list.' British Journal of Psychology, , 62, 335-346. Warlaumont , H, (1995), "Advertising images : From Persuasion to Polysemy", Journal of Current Issues and Research in Advertising , 17(1), No. (1) Read More