Something in the advert captures one's attention-Conditioning in the Media
Advertising:
The definition of advertising according to the Webster dictionary: To give public notice of; to inform; to make known through agency of the press
An advertisement is in a form that is understood and is packaged in such a way to catch the attention of the public. It can be appealing or threatening. An advertisement can be in picture form, written notice, spoken form or an object. Some forms of advertisement involve use of unsolicited letters and gifts
Advertisements appearing as center spreads in dailies have different colors or are in black in white. They are about business and give information or direction on use of something. Some introduce new products. Political campaigns have utilized this opportunity too. Campaign adverts are chances to highlight what contestants are aspiring to do for the electorate. In this form it is easy to read about the qualities and mission of various contestants.
Adverts capture the attention of a reader or the one it is intended for. The words are such that they lure, entice, mesmerize, promise, give tips or give instruction. That way the attention one gives to an advert is longer.
Advertisement is made in such a way that most information or instructions can be replicated or translated into action. The action can be in such way as purchasing, voter turn up or attendance at a given function.
Beer advert
The ingredients in an advert
1. The advertiser wants us to know about a product.
2. The advertiser wants us to know the context or scenario.
3. The advertiser uses time, environment and other features to entice.
4. The ad conditions us in relation to the product they are trying to advertise.
5. There has to be the image that pins itself in one's mind.
6. There is a prompter message making one to play out this scene.
This is what makes one's attention fixed on say, a billboard advert
The advertiser wants us to know about an idea, activity or theme. In a beer ad, beer is part of beach partying. In this case Corona extra. So, the practice should be to go to the beach with corona beer. This targets beer drinkers or party goers.
In a cover page where a couple is seen together, they are either smiling or immaculately dressed. This kind of magazine may be tailored for couples or those about to get in long term relations.
The calling card has features such as: amount of money one will get out of a set price. The card has instructions about which countries one can call.
How does the ad condition us in relation to the product they are trying to sell?
In the advertisement is an idyllic setting: white beach chairs, white sand and a large size golden colored beer waiting for a taker. This is the image that pins itself in one's mind. So, one is enticed to play out this scene.
How does the ad model the four-step process of social-learning theory as outlined by Bandura?
The four-step process of social-learning theory as outlined by Bandura:
These are the steps through which one is fixed on a given advert;
Attention:
The advertisement appeals to those who frequent beaches, bars and parties. The colors, the apparent tranquility and a filled bar stocked with all sorts of brands in the far background all serve to entice one. The big corona beer bottle is in the foreground. One can reach for it easily.
Retention:
The words: 'relax responsibly' in one of the corners drum the message even deeper. It draws confidence towards corona beer. It is the drink one can have and not risk being irresponsible.
Reproduction:
The brand of beer is accessible and portable. It can be taken warm or frozen. This picturesque scene can be recreated by anyone.
Reinforcement:
The messages against alcoholic beverages “like do not drink and drive,” are about emphasizing caution and a responsible life. The message conveyed by corona extra is 'relax responsibly.' It means that corona extra is a beer one can take and still remain relaxed and responsible.
The advertiser might improve the ad by adding people being merry. This way it would be more effective in leading people to behave the way the advertiser wishes.
Selling airtime cards
A notice
Bill-boards
A magazine cover page
Advert with a woman's picture
The ingredients of an advert
An advert has:
1. A product being sold or advertised
2. The advertiser wants us to know the context or scenario.
3. The advertiser uses time, environment and other features to entice.
4. The ad conditions us in relation to the product they are trying to advertise.
5. There has to be the image that pins itself in one's mind.
6. There is a prompter message making one to play out this scene.
7. Target population
8. Instructions or information for direction or use.
9. Precautions
10. Price tags
