Contemporary Advertising Chapters 1-4 by William Arens
Part 1 : Advertising Perspectives
Within the text of the advertisement
- Persona - who or what is talking to the customer
- Literary form
- Implied Customers - what does the advertising say about the implied customers
Message Dimensions Literary forms:
- autobiographical
- narrative
- drama
Puffery - exaggerated commendation or hype, legal as defined in US, foreign governments have different rules
Ivan Preston's Six Levels of Puffery
- Best (strongest claim) - "it is the best"
- Best possible - "nothing does the job better..."
- Better - "just works better than the rest"
- Especially good -
- Good
- Subjective qualities
Advertising falls under comercialized speech laws in the US.
www.gala-marketlaw.com - Market Law Site
http://www.caru.org/ - Advertising to Children Website
http://www.ftc.gov/ - Federal Trade Commission - Regulates US Advertising