Jumat, 05 Mei 2017

ARTICLE REVIEW



USE HYPERBOLES IN ADVERTISING EFFECTIVENESS

Published in the International Conference Redefining Community in Intercultural Context 2015 (RCIC’15) by Oana Barbu-Kleitsch from Department of Faculty of Political Sciences,Philosophy and Communication, West University of Timisoara, Romania. She is practitioner as well as an academical researcher in Brand Communication and Online PR since 2005.
One type of visual and textual figures thathas been little analysed yet enjoys wide popularity in todays advertisement production, is Hyperbole. Hyperbole is style of language that expresses something excessively. Various causes of flowed perception of the message will be suggested briefly, as the question remains debatable : is hyperbole used in advertising as a visual puffery or does it appeal to more?
This paper investigates one of the most common used figures of speech in the persuasive context of the advertising discourse and this paper does not emphasize the persuasive aspect of advertising but rather the impact of the use of hyperbole as a means of communication. The purposes of this analysis to understand how a hyperbole works and what are its main features as a communication tool and the effectiveness it has to the audience to promote the advertised product.
The author used qualitative research by interviewed and multiple choice. 

The Use of Hyperboles in Advertisement and Effectiveness Advertisement
Consider the hamburger in this figure,this ad deviates from realistics representation. Opened oversized mouth, over his lips, chin and neck creates an optical illusion , focusing viewer’s attention on this central point. The oversized mouth in this figure shows the lust and desire to eat the product. Advertisement with excessive use of hyperbole is used to get  people's attention and make messages notable. By using hyperbole in advertising, the message to be delivered to the audience can have a transformation effect.
Result
Based on qualitative methodology with interviewed and objective, all participants recognised the image as an advertising poster. Majority of 65,4% recognised this image as a visual representation or a visual persuasion image visually recognized and interpreted by viewers. 30,8% misinterpreting the message as a ‘’fear’’.
The effectiveness of the ad was recognised by 80,7% from the total answer, 53,8% they said the striking design used in perceiving the message. Only 26,9% recognised that they would try the product after seeing the advertising poster. And 2 participants recognised the ad has no effect on them.
This result show that hyperbole in successful advertising effectiveness will increase sales, get attention from consumer and get attention consumer in brand.


This ad deviates from realistics representation in ads (such as ordinary products and their typical uses) by showing an augmented reality juxtaposed on a realistics character’s face, over his lips, chin and neck creates an optical (and intended designed) illusion, focusing viewers attention on this central point. As our group will show, consumers are unlikely to consider the ad as a blunder ; they have seen this type of communication tool used in advertisement before.

The strengthness of this article is the researcher uses simple and easy to understand by some examples and references. the weakness of this article is so many data the author used. The conclusion this article recommended to read and valid data to understand.

you can read original article in http://www.afahc.ro/ro/rcic/2015/rcic'15/PC/Barbu-Kleitsch.pdf

thankyou



30 komentar:

  1. Just read just read and just read again, so bored ckckck

    BalasHapus
  2. Komentar ini telah dihapus oleh pengarang.

    BalasHapus
  3. Balasan
    1. lets see my blog, it has been update. thankyou fella

      Hapus
  4. some bored to finishing this review

    BalasHapus
  5. What is your experience of reviewed this article?

    BalasHapus
    Balasan
    1. i think its a new experience because i never reviewed article before. new knowladge, everything. how about you?

      Hapus
  6. Nice presentation fanny....๐Ÿ˜๐Ÿ˜ I enjoyed it...

    BalasHapus
  7. Fany... Nice explanation about hiperbole. But, why don't you put example sentence for that..

    BalasHapus
    Balasan
    1. thankyou mam, in article that i reviewed nothing example sentence, just showing picture an augmented reality juxtaposed on a realistics character’s face, over his lips, chin and neck creates an optical (and intended designed) illusion, focusing viewers attention on this central point. but if you wanna example sentence i'll try to answer, ''The bag weighed a ton” nah like that mam. thankyou

      Hapus
    2. Alrigth fanny... Becouse I need for publishing in my company

      Hapus
  8. I think that bad explanation. Please learn more Fany...

    BalasHapus
  9. Good your article,extremely benefit and increase knowledge about hiperbola in advertising....good job

    BalasHapus
  10. Assalamualaikum wr.wb.....
    i wanna ask, Is there anything to be aware of in advertising effectiveness other than the choice of language style ? Thank you

    BalasHapus
  11. Fany...Using hyperboles for advertising, does not seem lie?

    BalasHapus
  12. Oh,..hi fany...
    Before i dunno about hyoerbole can be use in the adverstising field.
    And after i found ur re article , i know how it's going
    Thanks

    BalasHapus
  13. Oh,..hi fany...
    Before i dunno about hyoerbole can be use in the adverstising field.
    And after i found ur re article , i know how it's going
    Thanks

    BalasHapus
  14. I very enjoy to read your article miss tiffany.. :)

    BalasHapus
  15. I very enjoy to read your article miss tiffany.. :)

    BalasHapus
  16. I very enjoy to read your article miss tiffany ;)

    BalasHapus
  17. Hi fanny, this is a great article and i like your presentation๐Ÿ˜Š๐Ÿ˜Š๐Ÿ˜Š

    BalasHapus
  18. God job sist, I get your idea

    BalasHapus