Unit 3: advertising media

Media supports are constantly multiplying due to the demands and

expectations, thus increasing their level of saturation and redundancy.
The media (especially TV) have a great influence on society, which is
permanently exposed to the radio, posters in public spaces, web and cinema. It is important to clarify
although the media socializes audiences, it does not do so in a linear way,
neither homogeneous nor automatic.

Each medium has its own way of communicating. For example: on TV the image
the word predominates, in the radio the word and sounds predominate. That is to say that
the same news being transmitted by different media will change ("The medium is the
message" - McLuhan). Each medium has its advantages and disadvantages. Moreover, the media
they have the ability to inform, promote cultural and consumption modes, stereotypes
and social values.
Arranged marriage: Advertising uses the media to convey its
messages, while the media obtain their economic support from advertising. To this
marriage must be added to the public (spectators, listeners, readers, etc.), since
when a program or medium loses ratings, it disappears over time, and if it increases, it comes out
more expensive to advertise in it.
§ Functions of the media :
Information (window to the world)
Interpretation (evaluate and translate the events)
Entertainment (distraction/escapism especially during leisure time)
Socialization (transmits norms, values, roles, and stereotypes)
Feedback (decoding experiences and response)
Screen / barrier (they can hide or distort facts according to their interests)
Mediamorphosis (interaction and transformation based on social changes,
technological and political
The media are instruments of INFLUENCE, POWER, and GAME OF INTERESTS.

Chapter 4: Graphic Advertising

§
The whole is greater than the sum of its parts: there must be a synergistic integration, that is,
the image must surprise, the headline
impact and the slogan make the brand memorable.
The embryo of every advertising message must be an idea, but not just any idea: a
fertile and relevant.
All the resources of rhetorical machinery must be utilized to achieve the objective.
The first thing that catches the eye is the images and the headlines (gateway to the
message and should stand out, "like women's breasts!"). These can be
declarative, interrogative, imperative or hybrid; and they must be brief, clear, meaningful
y seductive. It is also important to conclude with a good finish and everything
What is said must seem plausible to the target reader.

The slogan: an easy-to-remember resource due to its brevity and impact.

It has certain responsibilities: Business identity
Advantages ('unique selling proposition')
Differentiation
Mode of use
 Reward the consumer
Foreign language (Just do it)
Anachronistic, Imaginative, Metaphorical, Rhymed,
Classics, Compounds or Hybrids

A good slogan has the ability to activate the transition from brands to experiences.
previously prepared by the consumers.
Function: to synthesize, in a way that is memorable, the primary objective proposed by the
advertising message.

Strengths and weaknesses of graphic media:

Credibility (in print media, unlike what happens with TV)
Likelihood (that the context gives to advertising)
Selectivity (each vehicle selects an audience)
Availability (they have more persistence than radio, TV, or public spaces)
Coverage (national, local, regional media)
Information
Adaptability (they offer a wide variety of modules and sizes for the notices)
Exclusion (acquired by purchase or subscription, this can be a
disadvantage since almost all TV programs reach more people than
the diaries
Zapping (there are as many ways to read as there are readers)
Costs (tend to be higher than in electronic media)
Opportunity (the closing dates imply that there are several weeks in between
ads and their publication

Chapter 5: Radio Advertising

The radio, which started as a cultural medium, had to resort to advertising to.
to subsist and develop. Over time, it became established in homes to accompany
the daily activities of people.
In its origins, radio advertising tired listeners as it was excessive.
the time, limits were set (100 words) and innovations (advertisements
sung by the hosts.
It started as a hobby for enthusiasts and became a popular industry.
of communication.
●Virtues of the radio:
Immediacy (instant information)
Economy (it is much cheaper than TV)
Flexibility (any message that is translated into sound can be converted into
radial
Selectivity (low-cost medium in format, coverage, and programming)
 Mobility (continues and even pursues the listener)

Radio defects:
Fragmentation (reduced audiences)
Volatility (ephemerality of words)
Lack of certain and secure data (in ratings)
Poor quality of the content

Unlike any other medium, the radio audience is loyal.

Personal and even intrusive medium.
Since it does not have resources as attractive as the image, radio advertising must
take into account their attributes:
Simplicity and/or straightforwardness (it is impossible to listen again to what has already been heard, furthermore, the

a radio listener is not always strictly one

Attraction and originality (must be captured in order to be remembered later)
Plausibility (believable)
or Amenity (they should not be untimely or burdensome)
or Fidelity (should be suggested)

It must stimulate the imagination

Chapter 6: Television Advertising

TV is the stage where collective imaginations are installed almost
hegemonic
Television advertisements reach hypersignification: the advertised goods are
they become desired goods (symbolic).
People often spend hours in front of the TV and, through it, they connect with the
society and culture
TV is the everyday stage where social reality is presented and constructed.
the collective imaginaries, along with the desires and hopes of the public.
Strengths of TV:
○Image (universal language + readability)
Receptivity (high degree of intrusiveness in a large number of homes)
Diversity (there are varieties of channels and, within a channel, plurality of
programs)
Impact (combination of image, sound, movement, spectacularity)
Other attributes (ability to reiterate, speed, transfer of prestige)
to the advertisers)

Weaknesses of TV
 ○Polysemy (ambiguous images + transition from one meaning to another)
Clutter (negative face of multiplicity, temptation to change just for the sake of changing)
Fleetingness (commercials last seconds)
High costs (the other side of prestige)
Criticism (diminishes the ability to understand and learn)

Television audience:
It's not just passive, it has the power of voting with the remote control in hand.
Primarily seeks entertainment and, secondly, information.
They are inserted into society through access to images of everyday life.
It grows during peak hours
Look for programs and not channels (different from newspapers and radios)

Television script:
It is the beginning of a visual process and not the end of a literary process.
It involves writing the looks, the silences, the movements, etc.
It is the written form of the visual proposal.
Process that goes from creation to final production
Finally, the literary script is added to the technical script.

Television script:
Header (elementary data), right side (everything related to sound), side
left (description of the scenes in chronological order)
There are also other elements used during the creation process: story board (cardboard
with drawings of the scenes) and the animatic (video of the illustrations).

Chapter 7: Advertising in Other Media

For advertising, all media are welcome.
The public way:
Traditional media that is resurging with the emergence of new platforms
○Ex: Posters, luminous signs, giant billboards

Advantages of public roads:

Innate capacity for presence
Multiplicity of supports
Recalling (through repetition)
It is enhanced with exposure time.

Disadvantages of the public road:

or Saturation to visual pollution, which leads to rejection
Fleetingness (the contact is exhausted in a glance)
Restriction (brief texts, few words, simple and direct images)
 Advantages of cinema:
It offers an attentive audience that settles in front of the screen
Power and quality of images, sound, and the size of the spot

Disadvantages of cinema:
A generally distracted audience that gradually fills up and is prone to
pre-movie chats

Chapter 8: The Advertising Campaign

All advertising communication must be structured as a campaign, with objectives,
strategies, tactics, and resources logically assembled. This implies a comprehensive process
between information, creativity, and means to achieve effectiveness and be profitable.
First, it is necessary to define what you want the advertising action to achieve and who it is aimed at.
directs (definition of the target)
Before the advertisers get to work, there are preliminary issues that
resolve in the advertiser's area: prepare the marketing brief (if the advertiser does not
If you know how to do it, the agency should help you). Although it must be clear that not everything
It can neither be known nor known (it is possible that another brand launches a competing product).
Once the preliminary stage carried out by the client is completed, the agency is responsible for achieving
the planned objectives using the appropriate tactics.
Without the formulation of objectives, it is not possible to plan or be effective.
Strategies: one may want to strengthen customer loyalty, so it is advisable to be
defensive since the brand is positioned and has leadership and is
requires less effort; or one can want to segment and gain part of the target market,
here one must be offensive but never directly attack the other's name
product since that is a desperate act and usually leads to ruin for all those who
they intervene (amen).

Chapter 9: Creativity in Advertising

Creativity is the differentiating value of advertising communication; it stands out from the
creation since - unlike this one - always implies a prior and specific purpose.
Creatives: They have the urgency of purpose and effectiveness, there is a strategic process.
They solve problems regularly and define new proposals.
Combine three factors: individual talent, specific field, and scope.
business/institutional
Use different methods and creative strategies (e.g., brainstorming)
Must help achieve solutions
It is a commissioned creativity.
Creators: Their creation is not a means but an end, it is valuable in itself.
There are different models, practices, and strategies for creativity (e.g., Unique Selling)
Preposition -USP

Chapter 10: Formats and Genres

In every communication process, it is necessary to encode the message in order to transmit it.
and decode it in order to receive it. There are three levels of decoding: linguistic (used
words or images), cultural (broadens the primary meaning) and subjective (much more
labile, but always present.
Classic formats: the theme or discipline determines the format, then the communication
advertising encompasses five classic formats:
Products and services (with them modern advertising is born)
Global (products, agencies, brands are global)
Corporate or institutional (brands and companies are increasingly embedded in the
sociocultural imaginary
Propaganda or politics (with TV, traditional platforms are abandoned and arise the
telepolitics
The public good (is proof that advertising is not only intended for businesses)
There is a great variety of genres and formats, some become fashionable (humor) and others
they quickly fade into oblivion. These facilitate the coding-decoding process
because they reconcile the experiences and expectations of senders and receivers, in such a way
to make the message more predictable and limited.

Chapter 11: Promotion and Advertising

Advertising is not always the first variable that is prioritized. In recent years, the
promotion has grown considerably.
Advertising:
It influences the attitudes of people in the medium and long term.
Its purpose is to consolidate sales and position the brand-product, with a value
differentiated
regarding competition.
It has to do with brand perception and its positioning.

Promotion:
It influences people's behavior, but in the short term on behaviors of
consumption.
Its purpose is to provoke a temporary incentive, neutralize, and respond to tactics.
aggressive competition and increase sales.
By itself and continuously, it deteriorates the brand's image.
or Example: of price (discounts, coupon, 2x1), of the product (samples, tasting, gifts, of
station

Advertising and promotion work as partners, as they need each other and contribute.
mutually.

Chapter 12: Ethics and Deontology

Due to its growing sociocultural influence, advertising has an unavoidable commitment.
For example: products like cigarettes or medications.
Within the business world, an agency cannot have two clients that overlap
the same line of business.
The Argentine case: in 1995 the AAAP published a Code of Professional Ethics, a series of
norms for the regulation of advertising practice:
Every agency that is part of the AAAP must accept that it fulfills a function in the
social communications
 One must compete ethically, to safeguard the prestige of the advertising activity.
To promote the dignification of advertising as a professional activity.
Establish ethics, truth, and suitability as principles
In the use of comparative advertising: the comparison must be objective, the
Information must be verifiable and the comparison must not be misleading.
In advertising: the end does not justify the means, the rating does not justify the means, the principles
they must be first.
Code of ethics and self-regulation of 2002, a series of rules for the regulation of
advertising exercise:
1.contribute to the understanding of the role that advertising plays in life
2.to promote the dignification of advertising as a professional activity
3.contribute to good understanding and cooperation between advertisers, agencies and
media
4.safeguard the proper compliance with ethical standards
5.act to defend these principles when intervening in conflicts that may arise
arise within the activity
6.cooperate with the authorities in legislation related to advertising
7.contribute to the professional enhancement of the activity

Chapter 13: The Advertising Agenda

Diagnosis of the current advertising reality:
concentration of the business (globalization and economic openness)
diversification of marketing communications
●remuneration system (decline in the profitability of agencies, they earn less each time
less and it costs them more to earn it. Stop crying!)

Two trends regarding the media:

concentration (Holdings, multimedia)
segmentation (diversification of offers and new supports)
Critiques of advertising, coming from the inside and the outside:
Among them, Costa stands out, who proposes that advertising is part of our
environment and culture; thus shaping the social imaginary and becoming - along with the
media - in the mirror of society.
On the other hand, by being excessive, advertising exhausts its ability to interest and becomes
in noise.
Costa and Moles propose epistemology (theory of knowledge) as a solution, which must
establish themselves outside the advertising sphere and its interests. That is to say, the responses
they must be sought in other sciences (humanities)

Chapter 14: The Future of Advertising

The objectives of the work were:
 examine the circumstances in which the advertising phenomenon is contextualized
analyze the changes within that context
How do those changes impact advertising activities?
Variables from which advertising is resulting:
multiplication of means and supports
segmentation of publics, audiences, and targets
constant development and application of new techniques
increase and sophistication of advertising goods
high degree of brand symbolism
increased legal restrictions
changing structure of advertising spending (shows the economic importance that
it has the advertising

The necessary conclusions:

Advertising is part of a set of integrated communications that must
respond to specific objectives and use a coherent strategy.
Take into account the extraordinary development of media, techniques, supports, and brands
new; to gain experience and skill in their use. The new means impose
new messages.
Observe, inform yourself, experiment, adapt strategies, and innovate are factors that must
to be present in the execution of advertising activities.
In advertising communication, factors and experiences are present and influence.
sociocultural.