1.
A paragraph that shows breadth of research and
ability to triangulate
2.
A paragraph that shows analysis. (This could be
of a text, image or set of results from a questionnaire)
3.
A paragraph that shows evaluation. (This could
be of an author’s work, theory, book, article etc.)
4.
A paragraph that demonstrates your ability to
paraphrase, summarise or produce of an author’s ‘precis’ of an author’s article
or book.
1.
Through advertising many of us our convinced to
desire certain products by using positive techniques which persuade our
subconscious to sway to that product or brand “the way many of us are being influenced and manipulated – far more
than we realize – in the patterns of our everyday lives. Large scale efforts
are being made, often with impressive success, to channel our unthinking
habits, our purchasing decisions and our thought processes by the use of
insights gleaned from psychiatry and the social sciences. Typically, these
efforts take place beneath our level of awareness” (Liess, Kline and Jhally,
1991, p. 22).
Packard’s Eight Hidden Needs can be identified in the majority of
advertising campaigns companies’ use today.
For each of the eight elements it’s clear to identify which type of
advert each would mainly aim at, the target audience and how some adverts use
particular strategies over others to manipulate the public in a certain way.
2.
Selling
a sense of roots One of the main aims for the ‘sense
of roots’ technique is to get us to think about our personal life. For
example Dolmio is a famous brand for exploiting the ‘family’ theme throughout
their adverts; it goes back to the roots of the ‘Mama’s’ secrets recipes, which
encourages the audience to believe that it’s a family brand.
3.
“what kind of cake is it if you just need to add tap
water” (Packard and Miller, 2007, pp.90-91), this defeated the point of the powder
package foods, as they didn’t give enough room to the consumer for creativity. So because people were and are still adding fresh
eggs no matter what the instructions say, marketers have changed their tactics
and evolved their products by urging the customer to use his/hers creative
flair.
4.
. Packard’s example n
reassurance of worth is focusing on the ‘house-wife’, he tells us that the
Chicago Tribune studied into the detergent and soap marketing in the mid-fifties,
it was discovered that their approach was ‘old-fashioned’. "now shows practically no awareness that women have any other
motive for using their products than to be clean, to protect the hands, and to
keep objects clean" (Packard and miller, 2007,p.
88). The adverts should have shown the
housekeeping role as something to be proud of and how important the role is in
a household. Back then it was expected
by a woman to provide cooking and house cleaning to her husband and/or family
and if she couldn’t supply that properly for then in many eyes she was a
failure.
