美國(guó)留學(xué)廣告學(xué)dissertation分析廣告的作用和影響

1.廣告技術(shù)我認(rèn)為是一個(gè)大眾極為關(guān)注的話題。有時(shí)一個(gè)穿著泳衣的漂亮模特拿著一盆花站在那里，她獨(dú)自一人就會(huì)抓住你的注意力,讓你想看看頁(yè)面的其余部分。廣告商會(huì)使用白色的字寫(xiě)在紅色的背景里,也是為了引起了大家的注意。

2.我認(rèn)為廣告有時(shí)也使用情感訴求和建議的口號(hào)。有一個(gè)州的口號(hào)就是“信心就是可以穿最性感的衣服，像國(guó)王一樣生活。”,它用性感和國(guó)王利用你的情緒。至少它是我的。它說(shuō),如果你喝百威啤酒,就等于別人會(huì)看好你。理發(fā)店會(huì)也會(huì)使用廣告和視覺(jué)圖像。整頁(yè)廣告都會(huì)展示有著好看頭發(fā)并且穿著泳衣的男性和女性。在某種意義上展示人的頭發(fā)可能會(huì)顯示出這個(gè)店是做理發(fā)的。然而,與此同時(shí),廣告沒(méi)有告訴你這個(gè)人是否實(shí)際使用他們的產(chǎn)品。因此,就會(huì)創(chuàng)建了一些誤導(dǎo)廣告。廣告思維的誤導(dǎo)也會(huì)有暗示的語(yǔ)句,例如，它說(shuō),“如果……今年夏天你可以拿回你的頭發(fā)。“顯然這句話是大膽融入其他廣告的背景了。因此,你要仔細(xì)看看廣告,似乎就會(huì)變成:今年夏天你讓你的頭發(fā)重返青春。
 

3.廣告的使用識(shí)別也是作為一種技術(shù)的。托德•哈特的照片中有一個(gè)職業(yè)排球運(yùn)動(dòng)員。之前的圖片描繪了他是一個(gè)禿頭,他是一個(gè)理發(fā)店的客戶。我認(rèn)為托德·哈特的照片應(yīng)該要求索賠。我這樣說(shuō)是因?yàn)槎d頭的廣告展示了一幅托德·哈特在他使用產(chǎn)品之前的狀態(tài)。快速掃一眼的人就似乎知道他肯定使用了廣告中的產(chǎn)品。然而,在進(jìn)一步說(shuō),該產(chǎn)品做得并不好。我們也無(wú)能為力。 

 

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.