This website uses cookies to ensure you have the best experience. Learn more

Rank's Analytical Tool For Advertising Essay

606 words - 2 pages

1.) Rank’s easy-to-use, analytical tool is called the intensify/downplay model, and its goal is to help you to become more critical and analytical receivers. It defines and gives examples of four major persuasive strategies and six associated tactics that are often used by persuaders today. (Larson, 2007 page 31) Ranks major strategy is to either intensify certain aspects of the product, cause or candidate. His other strategy is to downplay certain aspects of their brand, cause or candidate. (Larson, 2007 page 31) The intensification and downplay strategies include, to intensify their own good points, intensify the weak points of the opposition, downplay their own weak points, and downplay the good points of the opposition. The tactics that most persuaders use for intensification are repetition, association, and composition to intensify their own good points. Rank’s downplay tactics include omission, diversion and confusion. “Any of these tactics can be used logically or emotionally.” (Larson, 2007 pg. 31) For example commercials today don’t show the hidden meaning and try to persuade the society. An example of this is birth control pills, they intensify women’s good by helping them prevent from carrying a child but the down play is that they omit that it’s bad for your health. Another example using Rank’s model is how the politicians use repetition to repeat their slogans over and over to the society so they can make themselves more noticeable and more aware of whom they are.

3. Kenneth Burke is known for the knowledge of human symbolic behavior. He was associated with many narrative theories. He focused on language as it is used to persuade people to an action, and defined persuasion as “the use of language as a symbolic means of inducing cooperation beings that by nature respond to symbols.” (Burke, 1970, Grammar, p. 43) This active cooperation is...

Find Another Essay On Rank's Analytical Tool for Advertising

The Influence of Television Advertising on Consumer Choices

955 words - 4 pages on the buyer choice, there are some ways that advertising on television can not be a buyer choice. “Advertisements can subconsciously condition consumers to associate products with a certain feeling, which can affect the decision to buy” (Palmquist Matt, 1). It could be a positive tool because the representation of television advertising can show consumers how to purchase good materials they did not notice. For advertising to work it

How Advertising Affects What We Buy

1020 words - 5 pages established concern. It helps protect against destructive price competition, helps to stabilize a business, and smoke out new prospects. Advertising keeps the products sold. It is a key sales tool for the manufacturer's salesman. Advertising covers marginal sales territories and releases salesmen for selective selling. Advertising reaches the prospects who won't see a salesman and helps procure the best in materials and man power (What Advertising Is

Advertising

2313 words - 9 pages Executive Summary:The purpose of this report is explain the definition advertising and IMC, discuss how IMC working in our real life and business.This report discusses the strength and weakness of advertising as a stand alone promotional tool, from the strength and weakness, I find out: Although advertising is important, the other tools of marketing communication are also very useful for firms to promote their products and services.To face the

The Remarkable Effects of Advertising

2486 words - 10 pages How would the world look like without advertising? Imagine, Times Square dark at night without its colorful billboards, football stadiums with blank walls and a set of seats, or having to pay for the content, news and entertainment that we currently get free. Without advertising, and its irreplaceable skill set of combining business and creativity we would have an employment crisis. Modern life would be very different without advertising; I

The Influence of Movie Genre on Audience Reaction to Product Placement

1107 words - 4 pages . Product placement is a strong brand-building tool for the changing media landscape that furthers existing marketing objectives. It is a cost effective means of gaining global media exposure with unlimited viewer impressions also it is a unique way to familiarize consumer with brand and product lines and connect to customers with the added benefit of association with blockbuster film, hit TV show, and/or celebrity. The advertising and marketing

The Problem About Using Sex in Advertisements

1396 words - 6 pages Advertising is an important form of communication between products and customers. How to get viewers’ attention is first thing need to consider for advertising. Sexual appeal is become very useful tool in advertising, and it use is increasing. The sex appeal has a very long history, the first sex appeal advertising was introduced in 1911 by Woodbury’s Facial Soap (Campaign,2014). Once this advertising is released it has caused an enormous

INternet advertising effectiveness

1066 words - 5 pages . Advertising is a tool used by company to grab viewer’s attention with the purpose of increase sales, grab attention and penetrate the market share. Also recently, Richards and Curran updated the definition of advertising to: Advertising is a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action now or in the future. (Jef I.Richards, 2013). The message carried in the advertising

Organic Marketing- An Ideal Way to Find the Hidden Leads of Business

809 words - 4 pages for major reasons. You decrease the value of your true Facebook fans since there’s no way to separate the two with Facebook’s current built-in analytical tool. You’ll instantaneously lose trust from a web-savvy visitor if they visit your historic “Like” data and notice a low brand activity vs. total like ratio. Your Facebook fan page could be considered as spam and removed for violating Facbook’s Terms of Service. The year 2014 seems to

Future Trends in Advertising

1163 words - 5 pages University of PhoenixJune 9, 2009The future trends in advertising are very important to brand recognition in the marketplace. Brand recognition helps the consumer to identify a brand and is recognized for its stated brand attributes or communications. Branding is a marketing tool that is used to get a product and or service out to the general public. "Branding is a marketing technique that has the potential to take your business to the next

What Factors Determine The Level Of Advertising In An Industry?

1508 words - 6 pages will not buy the product. However, for shopping goods it is argued that advertising is not as powerful as a persuasive tool. As the product being bought is relatively more expensive, and is bought infrequently (suggesting it will have to last for a long time), the consumer should be less persuaded simply by a stylish advert. Adverts for shopping goods are usually more informative than those for convenience goods as consumers purchasing decisions

Advantages and Disadvantages of Internet Advertising In Promoting products to Consumers

853 words - 4 pages internet advertising in promoting products to consumers. Methodology Participants The respondents for this study were Marketing Management students. It consisted of 30 students who were 16-20 years old. The researchers chose them to be the ones who will answer the survey questionnaire because they will definitely advertise in their future career. Also, some of the respondents were somehow engaged in Internet Advertising. Data

Similar Essays

Does The Media Use Subliminal Advertising As A Tool For Mind Control?

2123 words - 9 pages “ unfortunately word of [this] found its way into the public prints, and provided grist for the mills of the anti-advertising brigade” (209). This experiment was conducted by James M. Vicary, who was a psychologist and marketing researcher. In the experiment, the words “drink Coca Cola” and “eat popcorn” were projected on the screen for 1/3,000 of a second during the screening of movies. After the experiment, there were numerous reports in the news regarding

The Usefulness Of Structuralism As An Analytical Tool For Uncovering How Meaning Is Generated In The Wizard Of Oz

1919 words - 8 pages The Wizard of Oz might not only interpret, but also accept the underlying meanings of these binary oppositions in a much different way than a foreign audience, particularly when considering the historical context of the oppositions. This essay has examined the usefulness of structuralism as an analytical tool for uncovering how meaning is generated in The Wizard of Oz, and the evidence presented confirms that while both the monomyth and

The Practices Of Dr. Rank In A Doll's House

1929 words - 8 pages The Practices of Dr. Rank   In the play A Doll House, by Henrik Ibsen, the convention of marriage is examined and questioned for its lack of honesty. The play is set in the late 1800s, which provides the backdrop for the debate about roles of people in society. Ibsen uses the minor character, Dr. Rank, to help develop the theme of conflicts within society. This, in turn, creates connections with the plot. Dr. Rank's function in the

Common Source Of Error In Medical Laboratory

1701 words - 7 pages The literature review was done to gather the information about the most common source of error in the medical laboratory. The majority of errors come from the pre-analytical phase that is considered the basis for all laboratory works. Pre-pre-analytic and true pre-analytic are two areas of the pre-analytical phase (Plebani, 2012). Test selection, patient identification, sample collection, preparation and handling are part of the pre-pre