Chapter 11 Knowledge Claims

1.) “Critics found that some agencies used subliminal advertising. This term, coined in the 1950s, refers to hidden or disguised print and visual messages…”

I thought that this section was interesting because I had heard of subliminal advertising/messages, but really knew little about it. I was most curious about its effectiveness. According to the text, research has found that ads using this technique are really no more effective than the regular advertisements we usually see.

2.) “Breaking away from these bigger agencies, many of these creative individuals formed small boutique agencies…”

I enjoyed reading this section as I think most people can appreciate those who are successful in venturing away from some of the overpowering larger industries in the business world. The book demonstrates how lucrative many of these smaller, more personalized advertising agencies are. One example mentioned was the Minneapolis based Peterson Milla Hooks, who is responsible for the Target Corporation’s slogan, “expect more, pay less.”

3.) “In managing space and time constraints, advertising agencies engage in a variety of persuasive techniques.”

In this chapter the book discusses a number of different ways in which ad agencies attract the attention of consumers. Famous person testimonial is one that I see quite often - whether on television, in print or on the radio. I am an avid reader of fashion magazines, and when I read of the snob-appeal approach, a number of ads popped into my head. I found the idea of irritation advertising to be funny, especially because the book explains that, while certainly obnoxious, this technique remains effective.