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57
5 What meanings, if any, do you associate with the following colors?
Blue .
Pink _
Yellow _.
Black.
6 Different strategies are used in the design of the advertisements. Skim
the text "Advertising in the Media" and name them. What is the target
(indented) audience for these advertisements?
ADVERTISING IN THE MEDIA
Most television networks, radio stations, and newspapers depend for their
income on selling advertising time or space. As a result, advertising is a very
common feature of all our daily media. In fact, in most daily newspapers,
advertising makes up the majority of the content. Very large amounts of money
are spent on the production of advertising - far more than is spent on media
programs such as soap operas or the news. A television commercial can easily
cost many thousands of dollars per second.
Like other texts in the media, advertisements have to attract the audience's
attention, and there are many different strategies used in advertising to do this.
Some advertisements provide information about a product or service in order to
influence the audience to buy that product or service. They tell us what the product
is made of, or what it is useful for, or how much it costs. But there is a growing
number of advertisements that provide very little information about the product.
Instead they are designed to create an image, an image that appeals to our desires
and tastes. In the pages of glossy fashion magazines there are, for example,
advertisements for perfumes, for jewelry, for watches, or for brand name clothes in
which there is nothing more than a brand name or a logo and picture. The picture
is often one that presents an image of beauty, wealth, an idyllic location or lifestyle
(see the picture above), romance or popularity, things that we as the audience
are assumed to desire or to want to be associated with.
What are some features in the design of advertisements that encourage us
as the viewer to feel attracted and involved? One is eye contact. Models used in
advertisements may look directly into the camera. This will give the impression that
the model is looking at the viewer, which encourages the viewer to feel more
involved than if the model is looking away. Close-up photographs that clearly show
the viewer the face and eyes are considered to be more involving than photographs
taken from a distance.
Color is also an important issue in the design of advertisements. Bright, bold
colors create a different impression from pale, pastel colors, and certain colors
carry certain cultural associations and meanings. Red, for example, may mean
danger or passion. It is generally described as a warm color, along with orange
and yellow. Green and blue, on the other hand, are cool colors and are associated
with a clean, fresh image. White is the color of purity and innocence, but also
elegance, and gold is wealth. Another strategy in advertisements is to feature
famous or glamorous people wearing or using a product. The suggestion is that if
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