Advertisement as a Symbol Package


Advertisements should not be thought of as things apart from the needs of the advertiser. Hence the function-oriented term ‘marketing message’ to suggest the motivation behind the ads. But—there is more.

The effects (if any) that ads are going to have on people are by no means certain. One way of explaining this is by thinking of the finished advertisement as a “symbol package,” using words, pictures, sound, and so forth in an attempt to establish some shared meaning between the creator of the advertisement and those who receive it.

The primary task facing the TV creative man is how best to get at people’s feelings. How can he communicate convincingly with what psychologists call the third ear, with the levels of intuition far behind reason—where the scales of judgment are weighted by feeling and primitive perceptions. This is the “open sesame” to believability and persuasion. The intellectual elements—the facts and the arguments—are just a superstructure on the process (often the subconscious process) of achieving conviction. The creative mind in TV advertising has to work with both logical and non-rational symbols. This is, after all, what a product image is—the total set of attitudes, the halo of psychological meanings, the associations of feelings, the indelibly written aesthetic messages over and above the bare physical qualities.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight

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Roles, Prestige, and Organization Value


A role is a part or a function performed by a person in a particular position or situation. With most roles that are associated certain expectations of behavior. For example, we expect anyone who is a company president to behave differently from a junior employee, or the foreman to behave differently from the workers, or the coach differently from the player. Thus, it is that if we know someone’s role (which is often indicated by his job title or assignment), we can make some reasonable predictions about some of his behavior, even though we do not know the person. If a particular person behaves differently than is generally expected of someone in his role, uneasy feelings, often negative, frequently result.

 In a given organization, various roles have to be performed, and each of them is likely to carry a certain prestige, the amount of which will depend on the importance of that role to the achievement of goals and on preconceived expectations of the role. For example, we expect the role of president to be more important that that of general manager, and more prestige is accorded to the president. The roles and prestige of individuals and groups are useful to note because they help influence behavior and interrelationships in significant ways. Think how role expectations might affect a general manager as he deals with the president, a shop foreman, a worker, and his secretary. If you think his behavior might differ, why do you think so?

 You can predict rather easily the prestige accorded certain individuals and groups and the roles they perform. Think for a moment how both things and space serve as status symbols in a business organization. Observation of such symbols help indentify the relative value assigned both individuals and groups.

 By noting the resources, things, and space allocated to work groups and people, and the nature and conditions of their work, and by considering these factors in the context of the total organization, we can often get good understandings of both their relative status in the organization and some of the factors influencing them. In addition, such observations indicating something about the values of the organization. By noticing the quantity and quality of various facilities and people, and by observing the things and help high-status people have (and low status people do and do not have), you can make reasonable deductions about the values of the organization. For example, you can tell something about the college that has a large new library and no stadium as compared with one that has a large stadium and a small library.

 My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight

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