English_ Language of the media

We had to answer some questions about advertising and choose an ad off TV and out on a magazine to do it on. I did a shampoo ad on TV and a purfume ad in a magazine but i don't get the questions 8 and 9:

8- What are some of the explict values and attitudes assumed to be shared by the readers/veiwers?

9- What are some of the more implicit or taken for granted points?

Any help would be great, Stace


Explicit values are those that are atated, out in the open, ones that people talk about. Listen to or read the ads carefully. It'll be quite obvious.

Implicit values are, as the question states, taken for granted. They are implied (where the word "implicit" comes from), not stated. In reading or listening to the ads, they should come through in the feelings you get -- feelings about what people would get out of the purchase and use of these products.

For example, I know a young teen who had a particular shampoo and conditioner in mind -- specifically for brunettes. The explicit values behind the purchase of the particular brand are the obvious ones: 1) Clean, shiny, and manageable hair are good results of the use of shampoo. 2) Enhancing the color of her brunette-ness makes her look good.

The implicit values are harder to state, but the one that stands out for the purchase of any shampoo, I think, is that her peers will admire the color and clean scent of the person's hair. There are undoubtedly others!

Let us know what you come up with, and we'll give you feedback.

=)

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