Entry 7: The power of advertising (1)

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.