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Tuesday, October 9, 2007

Will you buy the agenda I'm advertising? (Part Three)

Advertising’s main goal is to “focus consumers’ attention on what values, products, brands, or attributes to think about rather than try to persuade consumers what to think of these.”


- Ghorpade, Shailendra (1986). Agenda setting: A test of advertising's neglected function. Journal of Advertising Research, Aug/Sept, 23-27.


TACTIC 3:

If you still don't believe me, then I'll just make you remember my product through songs, dances, and gestures that don't really have anything to do with the product. (Though you have to admit, this tactic is very effective.)





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If you don't get it, I'll even teach you how -- just so I can get my product into your head!

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In conclusion, even advertisements create, isolate and manipulate different agendas in order to sell their products. The question now is, which of these agendas worked for the audience?


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Will you buy the agenda I'm advertising? (Part Two)

Advertising’s main goal is to “focus consumers’ attention on what values, products, brands, or attributes to think about rather than try to persuade consumers what to think of these.”

- Ghorpade, Shailendra (1986). Agenda setting: A test of advertising's neglected function. Journal of Advertising Research, Aug/Sept, 23-27.

TACTIC 2:

If you don't believe me, then I'll confuse you a little and challenge the logical power of your mind.




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Even though you have a jar full of Paracetamol which is more than enough for you and your twin, you should still fight over one Advil.







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Men, wear Bench - it will awaken even your grandmother's most dormant desires.


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Biolink will make you so white you'll seem adopted.


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Idolize your father who has had children with many different women. After all, as he drinks Emperador, tagumpay raw niya ang mga anak niya.


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Give your whole Fita biscuit, not only half - otherwise your reward won't be "whole."



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Jollibee will end your argument with another argument.





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KFC is so delicious you won't mind if you don't even know who's sharing your meal.



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Men: use Master Facial wash if you don't want oily cheeks. Women: don't wash your face or wipe the oil away to prove the point.


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Use Master Papaya only if the other techniques didn't work.



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Idolize Manny Pacquiao, our Pambansang Kamao, who eats at McDonald's, an American fastfood chain.

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Pop Cola is so good you'd even forget about your father who welcomed you with open arms.

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Remember: life is a soap opera. Rich women will always be bitches. Girls from the province will always be meek and mild and therefore abused. So use Rejoice to get even.

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Guys, use Rexona so you can now be a cheerleader.

Will you buy the agenda I'm advertising? (Part One)

Advertising’s main goal is to “focus consumers’ attention on what values, products, brands, or attributes to think about rather than try to persuade consumers what to think of these.”


- Ghorpade, Shailendra (1986). Agenda setting: A test of advertising's neglected function. Journal of Advertising Research, Aug/Sept, 23-27.


TACTIC 1:
I'll reinforce your positive values and make it seem that my product is the reason for your beliefs.


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Masarap mabuhay dahil masarap ang Ajinomoto.







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Let Jesus live in your heart by going to La Salle.







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Because you get treated to McDo and your brother doesn't, both of you are equally loved.







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You will become a strong athlete if you drink Milo.





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Like your family, Rebisco stood the test of time.




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Safeguard will safeguard you from all kinds of germs.





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You will touch more lives if you gas up at Shell.





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SMART is the way to connect with your loved ones abroad.




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You'll like the Philippines because you'll like its singers.



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You'll still like the Philippines even if Boracay is the only good place to go to and the only good schools here are UP, Ateneo, and the Asian Institute of the Philippines.

Even Celebrities Get Boxed by the Media

In a recent interview with David Letterman, actress/entrepreneur/singer/nude star Paris Hilton was cornered into talking about her prison experience. As this video will attest she obviously was uncomfortable with talking about it.


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Remember the power relations between the media and outside sources? This is a perfect and direct example of a low-power source (at the moment) against a high-power media. David Letterman clearly knew what he wanted to talk about with regards to Paris Hilton and he pressed the issue to the point that the young actress couldn't take it anymore and asked that the subject be switched. Of course at that moment, Letterman could have chosen to continue on (the audience was clearly receptive to his comments and didn't seem unwilling to see Paris Hilton breakdown or whatnot) however he didn't.

In tackling this issue, the key concept of framing comes up. Earlier framing was defined as selective control over media content and information. This episode of the Tonight Show provides us a unique insight into how media can directly affect the issues to be discussed and how the audience should take it in. In this case, the audience was primed to respond jovially to Letterman's comments on Paris and surprisingly they still took the situation lightly despite the actress' discomfort. Despite this however, Letterman knew that even the audience has a limit with regards to manipulation which is probably one of the reasons he stopped before the situation could backfire on him.