CHAPTER 12 IN BUTLER

1
CHAPTER 12 IN BUTLER

• The
• Television
• Commercial

2
Some TV Ad Terms

• Ratings(Neilsen) - The percentage of TV sets
  tuned to a given show(out of total TV sets in the
  country).
• CPM - The rate at which broadcasters intend to
  deliver audience s to a show.
• Share - The percentage of Households with TVs
  turned on at a given time. (HUTs)

3
Butlers 8 Categories of Meanings in TV Ads

• Luxury, leisure conspicuous consumption
• Individualism
• The Natural
• Folk Culture and tradition
• Novelty and progress
• Sexuality and romance
• Alleviation of pain, fear/anxiety and guilt
• Utopia and escape from dystopia

4
Persuasive Styles Used in TV Ads

• Metaphor
• Utopian Style
• Product Differentiation Superiority
• Repetition Redundancy
• Extraordinary Excessive Style
  (Counter-Television)
• As opposed to the Classical style