Explore Roland Barthes’ account of how meaning gets into the image in ‘Rhetoric of the Image’. How useful is his approach for making sense of EITHER the photographic OR the advertising image? In “Rhetoric of the Image,” Barthes sets out to explore the relationship between images and their meanings. Barthes focused upon the internal process of signification played out in our ‘reading’ of images; the dialogue between the denotative literal level and the symbolic connotative level. The manner in which this denotative, literal level is coded ‘prepares and facilitates’ (Barthes, 1977.p.43) our reading of the connotative level.
Like an artist, interrogators creatively express themselves in verbal ways to obtain information from sources, thus allowing the interrogator to paint a mental picture of what they believe to be true. The main tactic of an interrogation is to influence a source’s decision to provide you with information with the intent that it will facilitate his early release. In essence, an interrogator will provide a false sense of hope to facilitate a faster release of more information. This tactic can also be known as a fine art of persuasion. Interrogations also allow the interrogator to connect pieces of information by means of analyzing the dispositional nature of an individual’s knowledge, skill, ability, capability, motivation, placement and access.
Explain why you have come to these decisions. How can you tell? The charity has used a number of techniques to achieve its aim. Let us start by examining the use of language… This will form a large chunk of your essay. You should write about the following things, making sure that you use quotations to support what you are saying: Emotive language The use of metaphors and similes The use of alliteration and its effect Punctuation is also used effectively… Write about the effect of pauses caused by commas, the effect of short, sharp sentences and any other interesting use of punctuation that you notice.
How do these elements determine a speech’s success or failure? First you want to use invention to generate your material for your speech. You want to analyze the material and research it and determine your ideas carefully. Second is arrangement by structuring your ideas and material into your speech to organize it for each key point. Third is style you want to have a distinctive character that make your speech recognized and memorable.
Different groups try to persuade people to their way of thinking. Advertisers and politicians use persuasion to get people to buy into their ideas. They do this by utilizing aspects of persuasion. Aspects of persuasion include the communicator, credibility, expertise, trustworthiness, liking, reference groups, and derogating the source. The credibility aspect of persuasion will be applied to describe a hypothetical scenario in which a person would choose to adhere to his or her original attitudes.
From an advertising perspective, examine the role interviews and focus groups have in research in particular their strengths and limitations? Within advertising, research is used to ‘help advertisers understand consumers and assess the effectiveness of advertising messages directed to them’ (O’Barr 2007). As such, advertising research has to be consumer orientated, allowing consumers to address their views and opinions on a certain brand or product. Interviews and focus groups are consumer orientated as they generate different opinions on a particular subject, giving a critical overview of an advertisement. An interview ‘is an in-depth understanding of a topic that the research informant is able to speak about’ (Belk 2013).
| Writing is the use of physical symbols to represent words. | Written communication is used in marketing research as a key variable to determine consumers’ attitudes, values and beliefs regarding a certain product or service. They use progression sheets in order to know what they need to target. | Written communication may come from a wide variety of sources including newspapers, books, trade journals and government publications, memorandum | On-screen communication | TV, mobile phones. | This is a way of communicating using
_______________________________________________________________ Ensure processes are completed (What will be the hierarchy of command for implementation?) _______________________________________________________________ Identify and Profile Audience Identification of audience (Who will receive this communication?) _______________________________________________________________ Importance level of each audience (How important is each audience?) _______________________________________________________________ Importance level of communication (How important is the message to the audience segment?) _______________________________________________________________ Message Development Communicating importance of message (How important this message is to the audience?)
Advertisement Comparison and Contrast In the magazine “Mix Mag” I’ve chosen two completely different ads comparing and contrasting the rhetorical strategies employed within them referring to ethos which is an appeal to ethics, and it is a means of convincing someone of the character or credibility of the persuader. Secondly pathos, which is an appeal to emotion, and is a way of convincing an audience of an argument by creating an emotional response. Lastly logos, which is an appeal to logic, and is a way of persuading an audience by reason. One of the two ads that I have chosen to compare and contrast from within “Mix mag magazine” is campaigning the well-known “Diesel” brand. This ad primarily focuses on pathos only.
Conclusions drawn from this research illustrate that these three variables considerably influence advertising strategy. According to this article, the research conducted did not completely answer the original hypothesis; determining the bearing of the advertising choices highlighted. This study shows that the product and service variance alone cannot adequately decipher the choice of an advertising strategy. In conclusion, the study’s results show that the product service variable should not be used alone, but ideally in conjunction with other variables and furthermore as a form of objective and the nature of the sector. However, the structure can connect a marketing strategy to advertising strategy.