Connotative+Chaining


 * Connotative Chaining**
 * Versus ad- Power to persuade lies in the ad's inbuilt ambiguity and ability to generate various kinds of subtexts i.e. Connotative chains
 * Connotation - extended, secondary or implied meanings, Connotative chain Each signifier evokes a connotation which evokes another Ex. dark=night=mystery=fear=evil=forbidden desires etc.
 * More subtexts/connotative chains built into the ad - ad with greater appeal.
 * Chains created by using following such techniques in the 'Versus' ad:
 * Similarity (V-shape and a cleft)
 * Difference (Same V-shape and it's opposite meaning)
 * Continguity ( Location of the V-shape below the men in the ad)
 * Intensity (Using dark colors in the ad)
 * Association (V-shapes are associated with various signifieds, including 'clefts', 'fissures', and 'crossings'.
 * Golman and Papsion (1996) - Advertising is an activity in which raw material worked into commodities is 'meaning'
 * Subtexts can be based on narrative sources or metaphors
 * Narrative sources (meaning linked together by themes, plot-lines, characters and settings i.e. storyline).
 * Versus ad- unfolds storyline about male camaraderie and lifestyle associated with being an upwardly mobile male in today's society
 * Metaphor- Volupte perfume ad
 * Picture of bottle placed in the centre of ad
 * Phrase 'Trust your senses' placed below it
 * Bottle represented female chest
 * Connotative chain- Trust your senses + Aroused female chest = successful sexual foreplay
 * Narratives and Metaphors- silent signification systems
 * Verbal techniques used in generating connotative chains:
 * Jingles/slogans: reinforce recognizability of ad. Ex. ' Like a good neighbour, state farm is there'
 * Use of the imperative form- creates effect of advice coming from authoritative source. Ex. ' Trust your senses'
 * Formulas- Creates effect of making meaningless statements sound truthful Ex. A volkswagen is a volkswagen
 * Alliteration- likelihood of remembering brand name. Ex. 'You'll never put a better bit of butter on your knife' - Country Life Butter
 * Absence of language- Product speaks for itself- avoid language
 * Intentional omission- Secrets grab our attention
 * Parallelism- Repetition of linguistic patterns Ex. 'It's longer/It's slimmer/It's surprisingly mild (//More// cigarettes)
 * Signification systems of product delivered in television and radio commercials through:
 * Tone of voice
 * Sentence structure
 * Verbal ploys


 * The use of multiple media**
 * Multiple media - Print media (newspapers, magazines, direct mail, outdoor signs), television, internet, radio advertising provide repetition of advertising messages to strengthen product recognizability.
 * Advantages:
 * Print media- quickly incorporate a sudden demand for certain merchandise. Also use 'selective binding' to allow advertisers to stylize versions of their texts for selected group of readers (via computer and telecommunication technologies)
 * Radio- people listen to radio while doing other things. Selective programming - targets certain types of audience.
 * Television- more effective contemporary medium for delivering product imagery. Reaches a vast audience.
 * Internet- makes it possible for advertisers to reach audiences globally inexpensively. It is highly interactive whereby consumer and producer can interact and consumer can actually buy products online.