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Which Machine Are You? Essay

1983 words - 8 pages

Introduction

Around the society of advertising, there are specific ways that one may be integrated towards the world of business and to communicate within society. Two examples are cognitive and discursive. Cognitive communication includes listening, comprehending, and analyzing what has been previously identified. On the other hand, discursive communication is the ability to persuade, inform, and please. Cognitive and discursive associate with each other because there is information in both fields that integrate together. The way cognitive communicate’s is by gathering information and discursive communication analyzes the information and distributes the new knowledge. Both of these ...view middle of the document...

Advertisements also allow the business to increase sales and gain new customers. If there were no advertisements, customers would not be able to gain knowledge on the good they are wanting to purchase, or be able to compare specific goods. This process of comparing allows companies to do a “trial and error”(Paul M. Carrick, Jr., 1959, p. 389) effect to see what is most effective to consumers. Different forms of advertising captures the different necessities a buyer is looking for. Without advertisements, companies and consumers would have no interaction, which would discourage the means of advertising. Consumer’s views on the advertisements are “making the market more competitive”( Grossman & Shapiro,1984, p. 64). As the competitiveness of companies have increased, different means of attraction have increased as well. This attraction allows for symbolism, persuasion, and comparison to other products in the market.
A form of attraction is associated with metaphors; although, metaphors are actually a figure of speech to compare two things as if they were one. Metaphor had developed from the Greek word metaphora which means “to transfer” or “to carry over”. The application of “transferring” one object has a specific relation to the other object it is being compared to. Gorman and Eastman (2010) had explained that students have been bee thinking in a “concrete or linear way”(p.92). As teachers begin to use metaphors or analogies, students will become more abstract thinkers. If society is able to differentiate themselves away from such linear thinkers, we may be able to understand the meanings behind messages, and eventually develop new knowledge. Lakoff and Johnson (1980) then begin to explain how metaphor’s are within everyday life. Advertisements that are around us,are an example of metaphors in everyday life. Metaphors are being used to have consumer’s compare goods or services to their own preferences or another companies goods or services.
As advertisements and metaphors integrate with each other, many scholars believe this development has increased businesses; however, other scholars believe that advertising is “on its deathbed”(Oliver & Rust, 1994,p.71) due to the impact technology has created. An example of metaphors within advertisement’s are the Mac VS. PC commercials. The controversy that these two companies have created “influences on consumers preferences”(Grossman & Shapiro, 1984, p.63) Throughout this paper, the understanding of how metaphor’s that are used within advertising may instigate consumer’s to a specific product will be determined, as well as who may be influenced into purchasing which product and for what reason. The use of metaphors within advertising does not only effect the purchase, but as well as the life style consumers are applying themselves into. This paper will also help determine how the use of metaphors within advertising are being used in relation to Mac and PC computers.

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