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Indirect Claims In Advertising

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Metaphors make ads more interesting than a barrel of monkeys at a water park In advertising, using straight visuals with bent copy, or bent visuals with straight copy, is a common principle. But what does that really mean, and is there research to back it up. My indirect claim of a water park. (Image from flickr by nikoretro) Direct vs. indirect claims A direct claim leaves no room for the customer to use their imagination. It is “straight” forward and to the point. A direct claim for Cheerios would be, “Made with oats.” Indirect claims leave the meaning open to the consumer and can give rise to multiple meanings. An indirect claim for Cheerios would be, “Great for the heart.” This could mean any number of things: it could mean that it feels good to eat, it makes one happy to eat it, that people love Cheerios, or it is good for lowering cholesterol. Using metaphoric language and images as indirect/bent claims Figurative language or figures of speech, w...
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AI in Media: Ethical Dilemmas and the Future of Journalism

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By Katharine Hubbard and Joe Kasko  Artificial intelligence (AI) is rapidly changing the media landscape, presenting exciting opportunities and complex ethical challenges. From AI-generated news stories to the potential for job displacement, the impact of AI on journalism is profound and far-reaching. Generated by Gemini AI-Generated Content: The Case of Michael Schumacher In 2023, a German magazine published an "interview" with Michael Schumacher, the famed Formula 1 driver who had been out of the public eye since a skiing accident in 2013. The article sparked outrage when it was revealed that the interview was generated by an AI chatbot, not an actual conversation with Schumacher.  This incident highlighted the ethical tightrope that journalists walk when using AI. While AI can be a powerful tool for generating content, it also raises concerns about deception, the spread of misinformation, and the potential erosion of public trust in the media.     Generated b...
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How wording can make a difference in ads

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The short story on framing messages for  pro-environmental behavior  “I hate the environment,” are not words one is likely to hear in our daily lives, yet all across the country, sustainable living and pro-environmental behaviors are not being utilized. There are a number of factors that influence our choices in regards to the environment. In the case of bottled water usage, dissatisfaction with the taste, health/risk concerns, perceived quality of the water source, trust in tap water companies, and demographic variables all play a part in why consumers choose bottled water over reusable water bottles. Other factors that can influence positive or negative pro-environmental behavior are external factors, such as the economy, social and cultural factors, and infrastructure, or internal factors, such as motivation, knowledge, values, attitudes, and awareness. This is an overview of a recent study that used different types of advertising messages, positive or negat...
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