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Executional Style. IA. Housekeeping. To do: F: Adv in Latin America (evaluation and situation analyses) Extra credit activities Capoiera Islam week Jewish awareness month. Executional Style and Culture .

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Presentation Transcript

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Housekeeping

  • To do:

    • F: Adv in Latin America (evaluation and situation analyses)

  • Extra credit activities

    • Capoiera

    • Islam week

    • Jewish awareness month


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Executional Style and Culture

  • Purpose is to review the basic advertising forms to determine which ones are culturally specific.


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Things to Remember

  • There are a number of subdivisions within a particular form.

  • An ad may represent more than one main form or subcategory.

  • Forms can be recognized in layers; but there is a dominant form.

  • The underlying tone of an ad may represent another form.

  • Some combinations are found more often than others.


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8 Groups of Classification of Advertising Forms Worldwide

  • Announcement

  • Display

  • Association Transfer

  • Lesson

  • Drama

  • Pure Entertainment

  • Imagination

  • Special Effects


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Announcement

  • Presentations of facts, no use of people

  • Subdivisions are:

    • Pure presentation

    • Factual explanation

    • Product message

    • Corporate presentation, documentary


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Pure Display(s)

  • Include all forms that are based primarily on a product’s appearance, rather like a product in a shop window or showroom.


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Association Transfer

  • The product is combined with another object, person or situation, or an environment Subdivisions are:

    • Lifestyle

    • Metaphor

    • Metonymy (transfer meaning of the original object to the brand)

    • Celebrity Transfer


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Lesson(s)

  • Are direct communication, presentations of facts and arguments, meant to lecture the audience.

  • Subdivisions are:

    • Presenter

    • Endorsement and Testimonial

    • Demonstration

    • Comparison and Analogy

    • How to ….

    • Dramatized lesson


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Drama

  • Entails the interplay between two or more people. Subdivisions are:

    • Slice-of-life

    • Problem-solution

    • Vignettes

    • Theater (not true to life, acted as in a theater)


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Entertainment

  • Is indirect. It can be in the form of musicals, show, comedies, slapstick humor, horror or satire.

  • Subdivisions are:

    • Humor

    • Play or Act around the Product


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Imagination

  • Often used for children’s products. Covers cartoons or film and video techniques that depict events experienced as non-realistic.


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Special Effects

  • Covers all sorts of artistic elements, animation, cartoons, camera effects, recording and video techniques, music, and tunes.


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Distribution of the styles are related to culture

  • Lesson style is a part of the Anglo-German culture.

  • Comparative advertising fits only I-M- and weak UA

  • “Soap opera” style of drama – based on real-life drama – US, UK, and Germany

  • Theatrical drama – part of southern European countries

  • P & G, J&J use one basic form, is this always the best fit?


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