Advertisements attempt to place brands in competitive relationships with other brands Position. to mark those brands as superior or unique—the fact that Hertz is #1 or Avis harder” (in “tries the number two spot). Customers’ actual uses of products, practices associated with the meaning of Practices. brands—the fact that Starbucks coffee is associated with a yuppie practice of consuming coffee and/or meeting with others at a coffee shop. As notes, practices may change—for example, how Levi’s jeans shifted from being work clothes to more fashionable social markers. Larger cultural frameworks or discourses shaping the meanings of brands, for Paradigms. example, how the meaning of smoking in the 1950s compares with contemporary meanings given shifts in larger paradigms related to perceptions of smoking. Go back and review the meanings associated with the brand names listed above in terms of Myers’s eight What advertising images do you associate with your meanings of the “p’s.” different brands? What intertextual experiences or code systems are you applying to construct the meanings of these brands? The meanings of these brand names are constituted by larger public relations campaigns involved in creating positive images for products, companies, industries, or organizations. This includes creating logos that are readily identifiable and that evoke a positive image. If a logo is perceived to evoke an outdated, out-of-touch image, that logo will then be revised. For examples of logos see: Which of these logos is effective and which are not. Have students create their own logos, using the following features: - Simplicity - Appealing colors - Legibility - A relevant graphic The big question is, how does one judge whether these attributes are present since each is very subjective? If you have an opportunity, your logo by allowing customers or “test” potential customers to see it. But the truth is, in the final analysis the logo must please you. Look at the National Board’s logo for an example
Position. Advertisements attempt to place brands in competitive relationships with other brands to mark those brands as superior or unique—the fact that Hertz is #1 or Avis “tries harder” (in the number two spot). Practices. Customers’ actual uses of products, practices associated with the meaning of brands—the fact that Starbucks coffee is associated with a yuppie practice of consuming coffee and/or meeting with others at a coffee shop. As notes, practices may change—for example, how Levi’s jeans shifted from being work clothes to more fashionable social markers. Paradigms. Larger cultural frameworks or discourses shaping the meanings of brands, for example, how the meaning of smoking in the 1950s compares with contemporary meanings given shifts in larger paradigms related to perceptions of smoking. Go back and review the meanings associated with the brand names listed above in terms of Myers’s eight “p’s.” What advertising images do you associate with your meanings of the different brands? What intertextual experiences or code systems are you applying to construct the meanings of these brands? The meanings of these brand names are constituted by larger public relations campaigns involved in creating positive images for products, companies, industries, or organizations. This includes creating logos that are readily identifiable and that evoke a positive image. If a logo is perceived to evoke an outdated, out-of-touch image, that logo will then be revised. For examples of logos see: Which of these logos is effective and which are not. Have students create their own logos, using the following features: - Simplicity - Appealing colors - Legibility - A relevant graphic The big question is, how does one judge whether these attributes are present since each is very subjective? If you have an opportunity, “test” your logo by allowing customers or potential customers to see it. But the truth is, in the final analysis the logo must please you. Look at the National Board’s logo for an example
parks_module_advertising.docx