Learning Targets:
11-12L5: I can demonstrate understanding of figurative language, word relationships, and nuances in word
meanings.
11-12L3: I can apply knowledge of language to understand how language functions in different contexts, to
make effective choices for meaning or style.
In January of this year, two professors at Loyola University in Chicago, Al Gini and Abraham Singer, had their book The Sanity of Satire, Surviving Politics One Joke at a Time published, at which point I would like to give a shout out to the fantastic Monroe County Library individual, who had the wisdom to purchase this. Below is an excerpt from this gem that sums up well our advertising unit.
...From greeting cards to news commentaries to instructional manuals to political ads to every aspect of commercial marketing and advertisement-comedy is king. Comedy is everywhere. Nothing is written or said without a carefully crafted clever or charmingly humorous embellishmentt or flourish.
In his 1963 marketing classic Confessions of an Advertising Man, David Ogilvy wrote, "Good copywriters have always rsisted the temptation to entertain."For Oglilvy, the ad industry had one absolute categorical" "Humor or fun will distract from the brand! Even if the customer got the joke, it didn't mean they would buy the product!" Long before Ogilvy recanted on his "non-humor" rule, the industry had abandoned it, and every advertiser who could afford the outrageous production fees were trying to hire the services of people like STan Freberg, the "father of the funny commercial" and winnd\er of twenty-one Clio* awards for innovationa and creative excellence in advertising.
* 
Freberg proved that a joy, wry comical word play, or a funny jingle wasn't a distraction." Rather the "joke" was the hook that captured the potential customer's interest. For Freberg, comedy was the conduit to commerce. It even became the motto of his ad agency:
"Arts Gradia Pecuniae"-- "Art for Money's Sake!. The joke wasn't being told for the sake of art, the joke was an attempt to arrest the attention of potential customers for the sake of money.
On average, Americans see about 362 media ads a day; about 200 use humor to convey their message.
52 percent of all advertisement in America is funny or lighthearted in nature.
"Funny advertisements" are now a $60 BILLION industry.
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Commercial advertising is ubiquitous. All companies want to garner customers. However, commercials are reflective of the culture and tailored to the perspective consumer (think demographics).
To conclude the advertising unit, please look at the following international commercials. Have some chuckles and a roll your eyes. And while your are doing that, fill in the graphic organizer that follows. Please copy onto a google doc; complete thoroughly and share: 2006630 or dorothy.parker@rcsdk12
This is due by Friday, April 23 at midnight.
To begin, let's look at the Swedish commercial:
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Advertised Product |
Plot synopsis |
Rhetorical Device and how exactly used |
How is theme / message of this commercial different from what one
might expect in the US? (Think along the lines of literary elements, as well
as cultural differences. |
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Turkey: |
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France |
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India |
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Switzerland |
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Saudi Arabia |
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Russia |
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South Africa |
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Slovenia |
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Thailand |
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Italy |
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