What Is Advertising Awareness?

Ideological advertising is a branch in the context of modern advertising. From a narrower perspective, ideological advertising is a way of advertising creation. Ideological advertising belongs to the category of commercial advertising, and specifically refers to an advertising expression. , Not a broad-based advertising campaign

Ideological advertising

Right!

Ideological advertising is a branch of the modern advertising context. From a narrower perspective, ideological advertising is a way of advertising creation.

What is ideological advertising? It is newly popular to express the heart of the consumer

1.Arbitrary designation of signifier and signifier

Signifier and signified are the core concepts of semiotics. In the daily context, only the context where the signifier strictly corresponds to the signified can ensure that both sides of the communication accurately understand each other's meaning. Signifier and signified can only be the relationship between form and content. However, with the expansion of the symbol system, the expansion of visual signs, the signifier and the signified are no longer strictly corresponding. The signifier began to "drift", the signified began to "slide", and after a certain process, the signifier Correspondence can even be arbitrarily set with the signified-advertising is a typical model of signifier and signified. "Advertising is presented as a signifier, a word, which does not have a traditional relationship with the object promoted by the ad. The ad attaches the word to that object. Advertising constructs a new type of language and spreads reality. The signifiers of these virtual images are exactly Meaning in advertising through re-contextualization. Advertising takes advantage of the drift of signifiers. "

In the first advertisement, the female protagonist's appearance and the signifier of the clothing no longer corresponded to her personal actor identity, but created the virtual reference of "fashionable, intellectual, white-collar women with petty bourgeoisie taste". How does this "drift" transition from appearance and dress to status and status, and then to lifestyle and consumption standards?

(1) Hypnosis of images

The delicate and beautiful scenes in the advertisement and the carefully post-processed pictures constitute a perfect space of fiction. Today, with emphasis on "visual pleasure", people have become accustomed to chasing beautiful, delicate, and flawless shells with intentional or unintentional eyes. The fine pictures that have appeared in various TV programs for a long time make viewers accustomed to "visual pleasure" and gradually satisfy For the perceptual pursuit of picture quality, beautiful, clean, delicate, and tidy are what people are willing to see. Dirty, muddy, and even real bloody pictures must be cut or mosaicized, no longer irritating people. The habit of accepting the sensual beauty on the surface. Carefully photographed, aesthetically pleasing and full-viewing pictures are essential elements of ideological advertising. From a critical perspective, this may not necessarily be a cover and beautification of the truth of things.

In terms of human cognitive habits, audiences who appear in chronological order are used to explain by causality. In the inheritance of the aesthetic scene and the picture of the commodity, it is implied again and again that a fictional perfection and the causal dependency relationship between the commodity. In the exquisite and beautiful pictures of advertisements, impeccable background music has also created an endless fantasy space for the audience. Any story-a story that reflects people's true needs is produced in this picture. "The audience s interpretation of the meaning of TV commercials is often in a passive position due to the limitations of the real image of the image, and can only passively accept the meaning that has been solidified. This is an important mechanism for advertisers to use the relationship between image signifier and signified to make advertisements effective . "

(2) Construction of self

When the signifier and the sign have drifted, the understanding of the same signifier by the transmitting and receiving parties cannot be completely consistent. But precision and consistency are by no means the goals of ideological advertising. If you say that Dove is just a piece of chocolate that represents foreign advanced technology and high quality, it will certainly not be so sought after by consumers with its price nearly ten times higher than its competitors. "Don't sell merchandise, sell your dreams", Ogway has already told us through the image of "man with a blindfold" that he is facing consumers, who can't speak clearly, or just say nothing, explain the Leaving the process to the consumer is perhaps the best approach.

When consumers pass the signifiers of the visual symbols of television pictures, the first thing that contributes to the construction of their own meaning is personal experience. In modern society, most of the knowledge comes from the indirect experience of the media, especially television. . How an actress became a signifier of "fashionable and tasteful white-collar workers", this construction was completed by countless TV series, entertainment magazines, other commercials, news programs, and so on. For example, in the first advertisement, fragments of life such as "Shanghai", "The Bund", "Coffee", "Reading novels, and good-looking women" were thrown to the audience one by one. Through various personal experiences, the viewers collaged them together to construct a complete image in their own fantasy-some young and imaginative viewers even built such fragments into an illusory narrative. The creators of these complete and complete video advertisements cannot be determined for these fragments, but as long as they can determine the core elements of "fashion", "taste" and "petty bourgeoisie", they will reach their goals. In this advertisement, the signifiers and referents of visual symbols such as actors and petty tastes, petty tastes and chocolates, silk ribbons, and dove chocolates are randomly assigned by the advertisements themselves. This random designation is based on the convention of referential rules. Foundation-the protagonist with wrinkles on his face, or wearing clothing inappropriately cannot establish a connection with the "white-collar"; then through the sequential and continuous repetition of the time order; and then supplemented by similar designations provided by other media, thereby achieving this Field randomly assigned links. In the stacking of the pictures, the discourse related to the goods was reduced to a minimum, and only one sentence, "Simple at the moment," made the viewers who indulged in the aesthetic and emotional pictures and music passively accepted this random combination of symbols.

2. Implicit interpretation of consumption logic

French theorist Baudrillard used "commodity fetishism" to describe the logic of the supreme modern society of economic order, and the consumer society has become a new social landscape. "Three days without clothes, I feel abominable, and three days without shopping, I feel abominable." This is the naked expression of consumer desire. In the Dove's chocolate advertisement, the implicit interpretation of the supremacy of consumption also made countless crazy consumers willing to pay for the "symbolic consumption".

In the first advertisement, the job competition, overtime hours, salary levels, and pressure to buy a house behind the "white-collar" status were hidden behind the beautiful visual symbols. The physical attributes, quality, and origin of chocolate are not the focus. "It has been directly established with the bright protagonist image, and has been given a symbol of fashion, status, and taste. Chocolate, a simple and transparent product, has become noble and luxurious.

In the second advertisement, the protagonist realizes the possession of high-end fashion and jewelry in the "mirror image". It is a living metaphor of Dove's "dream-making." Actual possession is not the point. The protagonist smiles and is self-sufficient. The situation and enjoyment of the establishment of Dove can be said to be a "education" on the consumption of high-end luxury goods. The food such as chocolate and the possession of beauty and luxury have become a symbol of further complexity and vagueness.

"In response to the psychological needs of people who want to be recognized by society, advertisements use social norms to persuade consumers to accept their views, and show and dictate how consumers should live." The target consumer group of Dove Chocolate is 16-40 years old. Of urban middle-income women have fantasies and longings for "white-collar workers", and women who need to be recognized as "white-collar workers" are being told: with Dove, you are the protagonist in the advertisement. They are not consuming chocolate, but the world of meaning represented by Dove itself as a symbol.

The functioning mechanism of "ideological advertising" here is to show the ideology of "consumption" as a mental state, to persuade consumers not only to be material, but also to be the "symbol" of spiritual consumer goods-this Symbols are often based on consumers' inherent desires. Instead of saying desires nakedly, they are built to correspond to desires. The target consumer groups of Dove Chocolate basically have the desire of "identity display and recognition." This is exactly how the commodity establishes a symbol. If it is not a symbol of consumption, how can expensive chocolate as a commodity survive?