Come FUNZIONA la Pubblicità? (Semiotica, retorica & psicologia della pubblicità)

Summary

The video explores the overwhelming amount of advertisements we encounter daily, citing studies from the 1970s and 2007. With the rise of digital media and smartphones, the number of ads has skyrocketed, now potentially exceeding 10,000 per day. The speaker delves into the psychology behind advertising, explaining different rhetorical strategies like the referential, mythical, substantial, and oblique types of advertising. The video highlights how advertising works through identity creation, exclusion, and emotional appeal, urging viewers to reflect on how ads influence their perceptions and choices in contemporary media.

Takeaways

• 😀 Advertising works through exclusion, defining who is not part of a group in order to create identity for those who belong.
• 😀 The semiotic square is a powerful tool in advertising, helping to define relationships between concepts and creating emotional responses in consumers.
• 😀 Ads are often based on four main ideologies: referential (factual), mythical (dream-based), substantial (physical qualities), and oblique (ironic or indirect).
• 😀 The sheer volume of ads people encounter daily (10,000+) shapes our perceptions of products and our sense of self.
• 😀 Modern communication needs to be fast, and advertising is designed to convey messages quickly, often focusing on who or what is excluded from a target audience.
• 😀 Exclusionary tactics in advertising are effective because they create a sense of belonging and identity for those who are included.
• 😀 The speed of modern communication means ads must convey clear messages in seconds, often skipping deep explorations of identity for brevity and impact.
• 😀 Advertising is increasingly less about inclusion and more about defining contrasts—what is not included highlights what is, making messages clearer and more impactful.
• 😀 Brands use exclusion to define their core identity, making their target audiences feel special by distinguishing them from outsiders.
• 😀 Political and social messaging uses the same exclusionary tactics in advertising, reinforcing group identity and creating 'us vs. them' narratives.

Q & A

How has advertising exposure evolved over time?

Advertising exposure has dramatically increased over the years. From an estimated 500-1,600 ads per day in the 1970s, the figure has grown to over 5,000 ads per day by 2007. Today, the number can exceed 10,000 ads per day, largely due to the rise of digital media and smartphones.

Why do companies continue to invest heavily in advertising despite the saturation of the market?

Companies invest heavily in advertising because it remains effective in influencing consumer behavior. With platforms like Google generating billions of dollars in ad revenue, the return on investment justifies the continued focus on advertising.

What is the 'semiotic square' in the context of advertising?

The 'semiotic square' is a logical framework for understanding how advertisements use symbols and relationships between concepts to communicate messages. It is a tool used to analyze how different types of advertisements create meaning through contrasting or complementary ideas.

What are the four philosophical approaches to advertising mentioned in the script?

The four philosophical approaches to advertising mentioned are: 1) Referential, which focuses on truth and objectivity, 2) Mythical, which creates an aspirational narrative or idealized lifestyle, 3) Substantial, which emphasizes the material qualities of the product, and 4) Oblique, which uses indirect or ironic messaging that requires interpretation.

How does the 'mythical' approach work in advertising?

The 'mythical' approach in advertising creates an idealized, dreamlike representation of the product, positioning it as a key to an aspirational lifestyle. This approach is often used in ads for luxury items, such as perfumes or high-end brands.

How do advertisers use exclusion to create identity in modern marketing?

Advertisers often use exclusion by defining who the product is *not* for, rather than just who it is for. This method is quicker and more effective in identifying the target audience, thereby creating a clearer sense of identity and belonging within the group of consumers.

What does the speaker mean when they say communication today works for exclusion rather than inclusion?

The speaker suggests that contemporary advertising and communication strategies are more focused on excluding certain groups rather than trying to include everyone. This approach is quicker, more effective, and more easily understood, as it creates a clear distinction between the in-group and out-group.

How does the approach of exclusion benefit advertisers and businesses?

Exclusion helps businesses focus their messaging on a specific target audience by defining who the product is not intended for. This clarity helps create stronger brand identity and resonance with the chosen group, making the communication more impactful and efficient.

Why is identifying 'the enemy' effective in advertising?

Identifying 'the enemy' in advertising is effective because it creates a sense of unity and identity among the target audience. By establishing what is opposed to the group's values, advertisers can more effectively build a narrative of belonging and differentiation.

How can understanding advertising strategies make consumers more aware of the messages they are exposed to?

By understanding how advertisements work—especially the role of exclusion, identity formation, and semiotic analysis—consumers can become more aware of the psychological and ideological techniques used to influence them. This awareness can help people critically engage with the messages they receive, leading to more informed choices.