OUGD501 - Context of Practice 2 task 7

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.