Advertising Models
Tony Schwartz: Resonance Model of Communication (from The Responsive Chord (1973))Meaning is evoked by resonance with what is already stored within the listenerBUT the stimulus must be encoded in the same way as the stored information is encoded.
"The background listener, or the passive viewer, has a sympathetic relation to his electronic environment. Further he has a lifetime of experiences stored within him. A commercial can provide the stimuli to regenerate those experiences, bring them into the foreground, and associate them with a product. This form of learning is harder to reject since there is no explicit message bombarding the listener. Also, the viewer or listener is more likely to retain the effects of the commercial since he does not have to remember anything. If the commercial is successful, it builds an association between the product and meaningful experiences in real life that is permanently stored and available for recall in purchasing situations." (p. 76-77)
Barry Truax: Mediation Model
PRODUCT <-------> IMAGE Bill Leiss: Multiple Mediation Model
Dallas Smythe: Production of Consumption
The "product" of advertising is the audience; advertising produces the consumer
David Huron: Uses of Music in Advertising
entertainment (engaging attention)
structure and continuity
memorability (orality)
lyrical language
targeting
authority establishment
From the ad agencies:
"Power Copy Words"
