Chapter 8 Suggestion in media This chapter will cover • Suggestions in electronic media • Suggestion in print media • Advertising and marketing strategies • Impacts of electronic communication
Suggestion in media Suggestion • Presentation of ideas • To reveal • To conceal • Create impressions
Televised Suggestion Selection of Issues • Reporter’s interest • Ratings Sensationalism – bizarre versus less interesting Increase in reality television
Televised Suggestion Use of time • Time placement Early coverage suggests importance • Quantity of time Significant coverage suggests importance
Televised Suggestion Guest selection • Representation contrast attractive and articulate • Treatment is a guest treated positively or negatively
Televised Suggestion The Set • Positive visualization with props • Positive images with props
Televised Suggestion Non-verbal and verbal • Non verbal - Clothing can suggest character and appropriateness • Language affects perception Labels can enhance or discredit
Televised Suggestion Camera angles and cuts • Below angle shots create a sense of authority • Sound bite-can help or distort true message
Televised Suggestion Camera distance and framing • Camera distance: Close up adds intimacy Wide angle simulates distance • Framing: Deliberate or unconscious camera shots influence the audience
Suggestion in Media Print Media • Headlines-first thing seen • Openings to a News Story or “Leads” • Balance • Fairness in Editorial Essays and Letters • Photo Composition
The Power of Media Create or reflect reality • Is meaning shaped by media? Are viewers thoughts manipulated?
The Power of the Media Does media create or reflect reality • Is meaning shaped by media? Are viewers thoughts manipulated?
Opinion Leaders Marketing and Advertising Celebrity Associations and Endorsements Stylized Images and Sounds plastic Ice cubes • Product Placement Logical Fallacies • coke glass Eye Tracking Neuro-marketing Gestalt Principle strive towards completion of a thought Social Media
Marketing Tricks Gestalt Principle • The whole is greater that the sum of the parts Our minds strive toward congruence and completion of information. We finish the incomplete details.
Customer Loyalty and Social Media Social Media • Facebook-biggest marketing tool • Twitter-helps marketers connect directly • Foursquare-who has checked in • YouTube – Reposting • Crowdsourcing • Yelp
Marketing Tricks Eye tracking • Recording visual response
Marketing Tricks Neuromarketing • Using technology to determine consumer’s reactions to products • Subliminal persuasion • Messages perceived at an unconscious level • MRI scans to measure response
Skill Be aware of the use of advertising and marketing techniques.
Storytelling as Persuasion Powerful Persuasion • Movies and televised fiction Persuasive power of stories Vulnerable to ‘hidden’ arguments in stories.
Chapter 8: Suggestions in Media Checkup • Explain the power of suggestion • How do headlines shape persuasion • Deliberate use of camera shots