Kanopy Videos
On-demand streaming video for over 16,000 films including content from the BBC, PBS, and Critereon Collection. Public performance rights for educational use are included.
These videos are searchable via the Cerritos College Catalog or directly through Cerritos.kanopystreaming.com
Contemporary advertising seldom demonstrates why one brand is superior or constructs logical arguments to sway buyers. Advertisers today position instead of persuading. Position refers to a place the product occupies in the consumer's mind. Nobody likes to be told how to think, but few notices when told how to see. Explore perceptual mapping, market segmentation, the use of emotion and magic, social approval, positioning against the competition, re-positioning, and using unique attributes.
21 mins / 2004
Do you know when and where are you being targeted for marketing? It may be more often and in more places than you think. Advertising in the digital age features interviews with cutting-edge advertising and media professionals who give an overview of how to navigate new media marketing techniques in the digital age, including: Traditional techniques: Review of tried and true advertising techniques. New media, new techniques: Advertising is a mix of new and old, and sometimes anything goes.
21 mins / 2012
Discusses rational appeals used extensively in B2B advertising vs. the use of emotional appeals common to consumer advertising. Using both print ads and TV commercials, shows examples of the five most common emotional appeals of Humor, Sex, Security, Fear, and Shock. The success of each appeal is well documented by 15 advertising research studies cited in the program. A clinical psychologist briefly comments on the natural human response to each appeal.
24 mins / 2012
In this new, highly anticipated update of her pioneering Killing Us Softly series, the first in more than a decade, Jean Kilbourne takes a fresh look at how advertising traffics in distorted and destructive ideals of femininity. The film marshals a range of new print and television advertisements to lay bare a stunning pattern of damaging gender stereotypes - images and messages that too often reinforce unrealistic, and unhealthy, perceptions of beauty, perfection, and sexuality.
47 mins / 2010
The most important words in advertising are the ones you don't see or hear. Why Ads Work proposes that ads rarely lie, they merely allow plenty of room for self-deception. Ads use humor, drama, and entertainment because people being humored and entertained are not critical - they "suspend their disbelief." In short, they become the perfect consumer. Think of this video as a re-training of listening and reading skills. The technique is to focus on claims made by ads - the actual selling part that "claims" some benefits or value for the product.
23 mins / 1996
If you think "bait and switch" is a fishing tip, you have a lot to learn about advertising! Viewers will learn how to make good buying decisions by spotting advertising ploys including celebrity endorsement, customer testimony, emotional appeal and unproven claims.
18 mins / 2006