Task 1 – Skim, Scan and Detail reading

Crisis in Effectiveness

SKIM – Describe the article in as much detail as you can after skim reading

Use of humour in advertisements

Advertising used as a form of persuasion to purchase products

SCAN – Describe what you think are the three key points are scan reading

  • Humour is a great technique in advertising
  • Advertising is evolving
  • New technology means new opportunities and interactive advertisements

DETAIL – Now that you have read the article in detail, explain what the article is about

The article is about the crisis that is the effectiveness of advertising and discusses how and where advertising has failed and what techniques and technology can be used to improve the effectiveness of advertising, thus averting the crisis.
The article discusses the use of humour in depth and its effectiveness.
Towards the end of the article the writer discusses the use of technology such as TV and broadband to create successful, interactive advertisements and compares these to less successful advertisements from the early 1990s.

Messages and Meanings

SKIM – Describe the article in as much detail as you can after skim reading

Being lower class was celebrated and women had lower roles and reputation than men

SCAN – Describe what you think are the three key points are scan reading

Women were viewed as sexual objects rather than people of purpose.

Blonde hair appealed more to men than other hair colours. Women that were brunette, for example, would be used for more aspirational advertisements

Using food as a substitute for the male body was used as a seductive form of advertising

DETAIL – Now that you have read the article in detail, explain what the article is about

The article discusses the use of women in advertising and its evolution. It describes women as being either domestic housewives or sexual objects (whores). Towards the end of the article it explains that women’s roles were becoming more powerful and questions why advertisers still maintain the traditional and dated stereotypes.

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