Essay on Adding to the Advertisements - 1383 Words

Everyone is influenced by their senses. Using peoples senses of touch, sight, and hearing is very effective in grabbing someones attention for a specific purpose such as to inform a person of where an exit sign is, when a building is being evacuated, and even when giving information about a brand new car an automotive company wants a demographic to buy. One of the biggest attention grabbers in history has been Propaganda. Propaganda is used to win the hearts and minds of a directly targeted audience to great effect as described by Adolf Hitler in his diatribe Mein Kampf. In Mein Kampf, there are many vivid descriptions of the ways that propaganda had been used in the past by the Allied forces to persuade the German people to their†¦show more content†¦The friendly, straightforward wording of the Calvert Whiskey add is a device described by Donna Woolfolk Cross in Propaganda: How not to be Bamboozled. as a Plain Folks Appeal (420). In this ads appeal, the tone is so laid bac k that it seems as if it could be a note that friends wrote to one another. The ad uses parentheses to give the illusion that some of the information should not be given out, but, because the customers are just plain folks like the makers of the whiskey, it is an acceptable loss. The other advertising device used by the ad makers is one Cross describes as Stroking. Stroking is described by Cross as giving someone enough compliments to have them begin to like you and your ideals (421). In the ad by Calvert, the one compliment given is You accepted us., by telling the reader that they are accepting and willing to give acceptance, they ask the reader to be only a little more giving to them and buy their product. Jib Fowles explicates the thoughts of Marshall McLuhan on the appeals to the audience used by advertising in his composition titled Advertisings Fifteen Basic Appeals. In this, Fowles elucidates two of Mcluhans appeals used in the advertisement of Calverts Whiskey. The first, and largest, appeal to the viewers of the add is one of an aesthetic sensation. Fowles says that, There is an undeniable aesthetic component to virtually every ad run in the national media. meaning that every ad isShow MoreRelated Operant condition Essay765 Words   |  4 Pagespurchase the specific product you are being reinforced to make the actual purchase because of the reward of receiving money back. There are two types of reinforcements, positive and negative. Positive reinforcers bring pleasant consequence abrupt by adding something pleasant to the environment of the individual. â€Å"This increases the probability that the response will occur again†(Darcy, pg 224). 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