While the first part of this paper aims at exploring deceptive techniques through a mostly semiotic frame, focusing on automobile advertisements present in Germany in 2001 and 2002, the second part of this paper examines the role of psychological components in television advertising.
Inhaltsverzeichnis (Table of Contents)
- 1 Introduction
- 2 Part I: Decoding Advertisements
- 2.1 The semiotic structure of a product
- 2.2 Visual images and Intertextuality
- 2.3 Perception of deception
- 2.4 Semiotics used in advertising images
- 2.5 Effects on viewers
- 2.6 Advertisement structure
- 2.6.1 The outer and inner textual frame
- 2.6.2 Analysis of outer & inner textual frame in e-sixt advertisements
- 2.6.3 The pragmatic advertisement frame
- 2.6.4 Masked advertisements
- 2.7 Rhetorical figures in advertising
- 3. Summary
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper explores the use of deceptive techniques in advertising, drawing parallels between marketing strategies and Sun Tzu's "The Art of War." It analyzes how advertisements employ semiotic structures and psychological components to influence consumer perception and control the market.
- The Semiotic Structure of Products and Advertising
- Deceptive Techniques in Advertising
- Psychological Components in Television Advertising
- The Role of Perception in Consumer Decision-Making
- The Relationship Between Marketing and Warfare
Zusammenfassung der Kapitel (Chapter Summaries)
- Chapter 1: Introduction - This chapter establishes the connection between marketing and warfare, highlighting the role of deception in both contexts. It introduces the paper's focus on exploring deceptive techniques in advertising, particularly in the realm of automobile advertising.
- Chapter 2.1: The semiotic structure of a product - This section delves into the semiotic structure of products, emphasizing how advertisers use both rational and non-rational appeals to differentiate products and cater to consumer needs. It explores the concepts of signifier and signified, explaining how products convey both denotative and connotative meanings.
Schlüsselwörter (Keywords)
Deceptive discourse, advertising, semiotics, consumer perception, marketing, warfare, Sun Tzu, "The Art of War," signifier, signified, denotation, connotation, automobile advertising, psychological components, television advertising.
Frequently Asked Questions
How is advertising compared to Sun Tzu's "The Art of War"?
The paper suggests that marketing strategies, like warfare, often employ deceptive techniques to control market perception and gain a competitive advantage.
What is the semiotic structure of a product in advertising?
It involves the use of signifiers (images/words) and signifieds (meanings) to convey both denotative (literal) and connotative (emotional/symbolic) messages to consumers.
What are "masked advertisements"?
These are advertisements designed to look like non-commercial content, blurring the lines between information and promotion to bypass consumer skepticism.
What role do rhetorical figures play in advertising?
Rhetorical figures like metaphors or hyperboles are used to make advertisements more memorable, persuasive, and to evoke specific psychological responses.
How does television advertising use psychological components?
It targets subconscious needs and desires, using visual and auditory cues to influence consumer perception and decision-making processes.
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- Stephanie Helmer (Autor:in), 2002, Deceptive Discourse in Advertising, München, GRIN Verlag, https://www.grin.com/document/41168
