OUGD501 - Triangulation Paragraph Task

Task: Write a paragraph based on a chosen Lecture and evidence the ability to triangulate.

Lecture on the Communication Theory Lecture

Dyer argues that an advert "promotes general ideas and beliefs" ⁽¹⁾ which is key to the sale of a product in the mass media audience, it is how the advert does this that is the primary concern. Dyer comments on “drawing attention” ⁽¹⁾ to specific areas of an advert which are it’s pre-determined goals. These goals are formed by signifiers and are what allow the viewer to follow a specific script. The viewer is guided from seeing the advert through to being left with an impression of the product. When looking at alcohol adverts, it seems that agencies must suggest a lifestyle rather directly influencing a purchase through a specific visual aid in order to sell a unit of stock. “Promotional messages are typically informed by strategic goals but the articulation or encoding of strategic goals in messages is highly complex”. ⁽²⁾ Once an alcohol advert is promoting its goods in this way, they become commodities and we as the viewer immediately become part of the commodity culture which is outlined by Sturken, “Advertising encourages consumers to think of commodities as central means through which to convey their personalities"⁽³⁾. In order to be successful, alcohol advertising must place the viewer in a world surrounded by all of the associations that come from consuming the product, the ASA must monitor what these associations are and how they would affect the commodity culture within society as a whole. In depth studies of semiotics, myth theory and metaphor carried out by theorist such as Lacan, Berger and others show us that imagery is the main way that a viewer receives a particular message. However because the ASA has such strict governing rules that seem to concentrate on the image based portrayal of alcohol consumption, it is the body copy of an advert can affect the success of coding and de-coding an adverts message. Higgins writes that “The essence of this business is putting effective words and phrases down onto paper” ⁽⁴⁾ which can be true of all advertising.


⁽¹⁾ Dyer, G. 1982. Advertising as Communication. New York: Routledge. p73.⁽²⁾ Leiss, W et.al. 2005. Social Communication in advertising. New York: Routledge. p591⁽³⁾ Sturken, M. et. Al. 2000. Practices of Looking: An Introduction to Visual Culture. Oxford: OUP Oxford. p198
⁽⁴⁾ Higgins, D. 2003. Writing in Advertising. New York: McGraw-Hill Professional p9



Thoughts on communication theory lecture and essay

Once I looked into the ASA ruling of specific adverts, it is clear to see a point to make in my essay, the placement of a consumer in a imaginary scenario, world or lifestyle works to successfully convince the self to buy into that product. Once the consumer links the product to an emotion such as happiness or fiscal success then the war between advertiser and the commodity self is won. My essay must include these argument and I shall go further into discovering how alcohol companies can manipulate the communication theories to their advantage when having adverts passed by the ASA.