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Advertising techniques: • price appeal • trademark • sex appeal • humor • celebrity • repetition • fear
Trademark • a symbol, letter, mark, or word representing a product separating it from goods sold by others
Marking the TExt Carefully read passage. Highlight the representations in advertising and the effects of these representations. Label your marks with the appropriate group. FEMALES MALES TEENS AMERICANS
Marking the TExt Let’s take a closer look at the emphasis on appearance. Ads tend to convey the idea that appearance is the all-important. They teach us to be self-conscious about how we look. When we grow up surrounded by ads, intense self-scrutiny may seem normal. Of course, all culture have their own ideas about the traits that make a boy or man and a girl or woman attractive. Often these ideas are very, very different than our own. Rather, it is the level of concern with physical appearance that makes modern Americans unique. The intense concern with appearance that is so common in our culture has not been the norm in most cultures. It is an artificial concern that we have acquired from living immersed in a society dominated by commercialism.