This is my essay structure (roughly) after having consultation with Chiat. In the beginning part, i plan to illustrate the big picture of the role/power of the advertising by case study and the definition of nuclear family. In the content, i will focus more on point 1 (Stereotype & repetition), point 4 (Emotional and rational appeals) and point 6 (Profits). Three of them will be supported by case study or examples. Most of the case study will be depend on commercial video which related to family value. In the conclusion, i will show my stand on agree on equal representation between reality and mass media. This stand will be supported by the acceptance of social and case study on non-nuclear family and the audiences' responses on it. Here, is my hand written documentation and progress:
In this
entry, I would like to share a video before starting my content. This video is
a thai video done by Wacoal Thailand and this is the third story from “My
beautiful Woman”.
From the beginning
of this video, it illustrates a young single mother with her “daughter”.
Being a family relationship between young single mother and daughter, they face
abundance of hardship yet their bond together is unbreakable.
Through this
hardship and the beyond the call of “Motherhood”, love and community without
the desire for any form of outward recognition, this video is successfully
attach with audiences on an emotional, spiritual and heartfelt level.
What I think,
this is one of the fine examples of showing something related to unpleasant
topic (single parent family) and their approach is appropriate and refreshing
on advertising their products. Even though the actual products didn’t appear or
related in this story of a single mother and a daughter, this heartwarming
video is already rising the fame and attention from audience with what I mention
in entry 5 (emotional appeal). Besides, this single parent family also jumps
from the stereotype image of completed family (nuclear family).
However,
toward the end of the story, we will realize that actually the daughter is
adopted by the young girl. The baby is abandoned by her parents. Which mean, their
relationship is adoptees and adoptive parent. Besides, I assume that this young
girl also has similar encounter with the baby, abandoned by her parent. The proven
reasons are start from she starts burst into tears after discover the baby and their
living lifestyle which shown 2:30 mins in the video. This is a clever execution
on bring another serious topic indirectly to rise the awareness of abandoned baby
issues.
From here, it
shows one of fine examples of advertisers out of the box and reflecting
something more reality storyline which justify with nowadays scenario.
In my
previous post, I concluded that 3 points of what I think that powerful to shape
our life and mind. The third magic power is cultivation theory.
Cultivation
effect appeared when stereotype and repetition treatment is heavily indoctrinated
which caused the information will tend to be believe, accepted and remembered
without questioning, even response it without thinking.
This cultivation
theory is developed by G. Gerbner in 1977 and later expended upon by Gerbner
& Grosss. Garbner, a prominent communication theorist, and co-authors brought
together information and supporting evidence form his Cultural Indicators
research to write an article in the Journal of Communication, titled “The Mainstreaming
of America: Violence Profile No. 11.”
In this
article, he states that television as the main source of information in
American society which has the power to influence our reality and it is “primarily
responsible for our perceptions of day-to-day norms and reality.” Television
becomes one of the key member of the family which illustrates most of the
stories most of the time. Due to this reason, Garbner is concerning and clearer
grasping of the development and further researches on this cultivation theory
which injected in mass media, mainly television.
So, from
Gerbner’s researches, it shows us that the more people watch television, the
more it shapes and controls our perception of our social life which can confused
us with the “reality” television and real life. From this cultivation theory,
Garbner is further elaborate onto the concepts of “mainstreaming” and “resonance.”
Mainstreaming
is defined as creating uniform and regular fashion to appeal to wide range
audiences. According to Cohen and
Weimann (2000), mainstreaming is a process where the television viewers learn
facts and information about the real world from observing the world of
television.
Resonance is
the comparison between the mainstream constructs and the viewer’s real-life
experiences with can be reinforcing ideas that the viewer already holds. This
resonance can create a double dose effect to the message and further strengthen
audiences’ perceptions.
Thus, this
cultivation theory is quite a powerful tool to inject in the advertising to promote
the nuclear family which cultivated in previous. Besides, the ideology of
nuclear family is also cultivated by our education which a family is consisted
by daddy, mummy and kid(s) and the traditional and conservative mindset.
References
Gulisano, L. (2008) Cultivation Theory: Creating Perceptions of Life from Reality Television. [Online] Available at: http://www.colorado.edu/communications/meta-discourses/Papers/App_Papers/Gulisano.htm [Accessed at: 6th February, 2014]
OU (N.D.) Literature Review. [Online] Available at: http://www.ou.edu/deptcomm/dodjcc/groups/02B2/Literature_Review.html [Accessed at: 4th February, 2014]
After I
read though some resources which accessed from library’s book, academic
articles, journals and website on the study on mass media, mainly advertising.
I concluded that three points that showing the power of advertising that shaping our life and mind.
(1) Stereotypes
(2) Repetition & Persuasion
(3) Cultivation
Theory
Firstly, we
start to define and analysis the magic power one -----stereotypes.
Because of
our reality is too complex for us to understand directly as well as limited
time for us to intimate acquaintance in-depth of the messages. Thus, the role
of advertising is to project their work by conceptualizing and simplifying the
messages, perception and cognition to create an effective approach for us. This
technique can be called as cognitive schemes or mental pseudo- environments,
which mean the mirror of reality in the most typical and fundamental elements.
Stereotype
is one of the mental pseudo-environments schemas used for orientation in the
social environment. Stereotype in advertising can be either positive or
negative. Positively, stereotype helps the advertisers simplify and process the
information in a uniform approaches which boost the efficiency of communication
between the audiences and the work. Thus, the audiences can interpret and
understand the information clearly correspond with the intention of the
advertisers.
However,
stereotype is indiscriminately used and conventionally treated as over-simplified,
over- determined, second-hand and partial perceptions which confuse description
and evaluation. The worst case is some of the advertisers are expended and
exaggerated the simplified message that distorted the initial meaning.
Magic power
two ------Repetition & Persuasion
Due to the
uniform pattern (repetition) which I mention in the stereotype, the information
will tend to be remembered and gradually assert itself indirectly, even create
an illusionary “right” way or certain image of reality for us. This repetition
magic can be in accord with the procedure of brain-washing. Enough of
repetition, it will become a persuasion which influences us believe in
something.
Here, I would
like to share a video which talk about “science of persuasion.”
In this
video, he lists out the 6 scientifically validated principles of persuasion and
some interesting cases study/ statics to show how effective the persuasion.
Although this video is not really talk about persuasion in advertising
directly, some of points are interesting to bring out to influence the
communication way in advertising by injecting the power of persuasion.
For example:
Rather than relying on our own ability to persuade others, we can point what
many others are already doing especially many similar others. From this
statement, I using “Yun Nam hair care” case study in Singapore to prove and
illustrate better and using this statement.
Magic power
three ------Cultivation theory
Due to the
heavy indoctrination by stereotype and repetition treatment, the information
will tend to be believed, accepted and remembered without questioning. This phenomenon
called as cultivation effect. Cultivation theory is a theory stated by G.
Gerbner and later expended upon by Gerbner & Gross.
I will
illustrate and explain my opinions and researches in the following post on this
cultivation theory in advertising (family value and so on……)
References
Burton, G. (2002) More than meets the eye: An introduction to media studies. 3rd edn. New York: Arnold.
Rapport, N. & Overing, J. (2007) Social and Cultural Anthropology. 2nd edn. New York: Routledge.
After scrolling
through the above video and advertisement, did you realize something? Any similar ideas or
concept they used in the work? Any similar ways of communicating and presenting
information in the work?
Yes, there
are.
All of them
are using the family value to project their commercial advertising especially
women portrayed as housewife.
In the first video, KFC "Old couple", at the beginning, it shows a old lady put her hardship in cooking while, his husband is resting outside and helping his wife to go out buy food. In the end of the video, the speaker said that "give a chance to have a relaxing and comforting Chinese new eve for your mother." Besides, it also shows how the important of family value in Chinese culture especially during the reunion dinner.
In the second video, it is not really show the family value, but it shows the relationship between household products and women (housewife).
In the third example, this advertisement poster is shows women is full of love as supervisors and caretakers of children. Even though it does't show and state the relationship between the female and kid in the poster, we will automatically related them as a family which a mother is incubating her kid how to wash their hand properly.
Usually, the
housewife is portrayed as being pretty, the house maker, busy organizer of the
whole family, mother and loyal wife. From our memory, we might always have an
imagery of mother awakes earlier than us, prepares every meal for us, washes
the clothes and purchases household products. In any mass media or even our
education, they also still portray this kind of stereotypes imagery of not only
mother, but also family role (nuclear family).
Why this
kind of housewife image still persisted, even though nowadays extended family
is gradually increasing especially dual-earner family?
I think one
of the reasons is the conservative minded and abide by the cultural expectation
of men or women especially in Asian. In Chinese proverb, “男主外，女主内”，which mean men are outside the home for earning money and pursuing
careers, whereas female have the role to take care and run or manage well the
home properly. Because of this cultural expectation, we will automatic related
and recognize the information.
For
examples: When we think of detergents, we will automatically associate the
cleaning product to women. When we see a baby there, we will assume his/her
mother is nearby. When we think of buying extra food or fruit for today dinner,
we will directly call and conform to mother. These all actions can be under-cognizance.
Besides, although
we might aware of this unfair role or injustice between the reality and mass
media, nobody ever raised their voice on the stereotype role of housewife
related to women. We especially women might conform to the housewife image. Women
might also think of becoming a housewife is their dream and desire which
correspond to one of the technique of advertising: which is advertising always
the mirror of how we dreaming and desiring instead of the reality and how
people are acting in real life.
References Castrojas, A. (2012) Ads displaying women's role in the nuclear family. [Online] Available at: http://angelliecastrojas.wordpress.com/2012/10/02/ads-displaying-womens-role-as-in-the-nuclear-family/ [Accessed at: 24 January, 2014]
When we
first landing on this world, we are irrational, emotional creature. Start from
baby, we feel everything without any verbal communication. We start give the response
based on our emotion. We feel comfort, when daddy mummy smile toward us; we cry,
when daddy mummy scold at us. That’s simple. Life is simple. We only train to
become a rational thinking human being by incubating 10 or more years of education.
Thus, we know that emotion is instinctive-oriented, personal and it might
derived different based on individual whereas rational is incubated to make us more logic and rational thinking is trained to become as our habit.
In
advertising, advertisers also start up their execution and strategics based on
this. Mostly, advertisement is emotional-oriented as emotional appeal has
better and effective communication which connects at a visceral level compared
to rational or persuasion-based advertisement.
From
consumer insight
What I mention
before, we born as an emotional creature and the response is instinctive. We will
easier dominated by emotion especially purchasing something. From a research,
it showed that 90% of any decision is emotional. The rational part of us
supplies the reasons for supporting our predilections. It make us feels right
when purchase.
So, from
this fact, it is clear to show the emotion and rational affect our decision
making.
The table
below is showing the different between emotional appeal and rational appeal:
Emotional Appeal
Rational Appeal
Right hemisphere of brain.
Left hemisphere of brain.
Soft sell
Hard sell
Feeling, pleasure, mood
Information, Fact
Heart (feeling-oriented)
Head (think-oriented)
Visually
Verbally
Appeal to fear, empathy, sympathy, happiness and other human
emotions.
Prove the product’s quality and usefulness to the consumer. State the
product’s benefits, performing a product demonstration or citing facts or
statistics.
Conduct the consumer love the brands, not just buy them. (Fame)
Persuade the consumer to choose the result it desires. (Persuasion-
based communication)
Emphasize a personal story that relates to the product.
Show the product being used, rather than discussed.
Emphasize the benefit of a product, service to the consumer.
Emphasize the benefits of the product, service itself.
Primal Tongue (through design, color, motion stagecraft, music and
tonality)
Logical relationship, the primal mind seeks symbolic relationship.
Hard to execute.
Easy to execute.
Next, I would
like to show two videos which selling same product (toothpaste) but they are
using different appeals (Emotional and Rational).
Rational Appeal
Emotional Appeal
After
viewing these two videos, we know that although we getting an abundance of
information of the benefit the products and get surprised and persuaded on the specialty functions, we might forget the contents easier if
compared to the emotion-based advertising. From the emotion-based advertising,
it might make us to feel empathy and think and rehear what the problems and remembers the product due to the "eye-catchy" story.
However,
from my opinion, the overuse or misuse of emotional appeal advertising will
lead the audiences feel confused between the storyline and products. It is
because some of storyline is totally unrelated to the products and the
consumers will feel like what the helX. This will be annoying. At last,
consumers will only remember and overly focus on the story instead of the
products.
References
Dooley, R (2009) Emotional ads work best. [Online] Available at: http://www.neurosciencemarketing.com/blog/articles/emotional-ads-work-best.htm [Accessed at: 23rd January, 2014]
E.M. Rawes (N.D.) Difference in rational and emotional marketing. [Online] Available at: http://smallbusiness.chron.com/difference-rational-emotional-marketing-23661.html [Accessed at: 19th January, 2014]
Orwing, K (N.D.) Rational appeal vs. emotional appeals in advertising and marketing communication. [Online] Available at: http://www.orwig.net/articles/rational_emotl/rational_emotl.html [Accessed at: 19th January, 2014]
Without any
doubt, one of the reasons which I choose this family value which examine in
advertising is after the lesson given by my lecture, Chiat. After having the lecturers
and discussion with her, I decided to choose this topic instead of others topic
that I proposed before which are the influence of Kpop and study on digital
media versus traditional media.
Before doing
any in-depth researches on this family value, I had watched some documentation
and TVC and any poster about extended family. The connection is after Chiat
showing the on the “Tanishq Wedding Film” which a commercial jewellery advertising.
What make this advertising stand out and remind me the previous documentation
which I watched?
This popular
jewellery brand Tanishq TVC is breaking the social norms and created the
storyline based on re-marriage issues instead of showing those stereotype
storyline and execution, an Indian’s woman body and fair skin or husband gift
wife anniversary present and so on.
In India’s
culture, losing a husband and becoming widow can twist many women’s life into
begging and destitution. The widow might immediately abandon and ostracized to the
‘village of widows.’ The widows will forfeit everything include her right, her
state, her economic, her family. This is because the social will consider them
as bad, sinister woman. They even treated as untouchable “object” and can’t
expose to the society. They are struggling to survive and their only hope is
waiting to death.
So, from
this “Tanishq wedding Film”, it reminds me a Singapore’s documentation on revealing
and covering this widow issue in India. (Sorry, I couldn’t remember and find
out the name of this documentation) From this documentation, it ended up quite
touching and shocking fact as this topic is not a common topic which always portrayed,
but it reflects the real world. This video raises the attention on the extended
family especially the tragic topic, death.
Thus,
because of these reasons, I have numerous questions on this family value topic
and I hope to have in-depth researches on examining the role of family value (nuclear
family and extended family) in advertising. Or, maybe can write and researches
on the comparison the family value portrayed between western and eastern. Or,
maybe how about the open minded of Asia in this family value topic. Or, maybe how the reaction on the social and audiences on this extended family in advertisement and is it works? How success is it? The
researches will be continued to decide which direction I will go on writing
family value and advetrtising.
