Paper Summary:

The paper analyzes the persuasive visual imagery, the literal and symbolic meaning of text and the arrangement of multiple components in the US miltary's Go Army advertising campaign. The paper highlights how certain elements of the advertisement campaign are intentionally deceptive, at least by virtue of their reliance on imagery and the communication of its message in such a way that could present a distorted impression of military service.

Outline:
Introduction
Persuasive Imagery, and Symbolism
Text Selection, Imagery, and Intentional Value Connotations
Audience Manipulation Through Arrangement, Text Selection and Value Connotations

From the Paper:

"Initially, the manner in which the visual presentation of the Webster's Dictionary text is presented deliberately establishes a buildup of anticipation in the audience so that the eventual distinction between Strong and Army Strong is as powerful as possible. At the same time, the prior presentation of the formal definition suggests that Army Strong also includes all of the positive attributes and their associated meaning and symbolism within the Webster's definition. Likewise, the literal meaning of the text implies that U.S. Army soldiers are "superior" to their civilian counterparts, which obviously appeals to the natural psychological urge to perceive themselves and to be perceived that way by others (Gerrig & Zimbardo, 2007; Ogilvy, 1993)."

Sample of Sources Used:

• Belch, G, Belch, M. (1998). Advertising and Promotion: An Integrated Marketing Communications Perspective. New York: Irwin/McGraw-Hill.
• Gerrig, R., Zimbardo, R. (2007). Psychology and Life. New Jersey: Prentice Hall.
• Howard, M. (2005). We Know What You Want: How They Change Your Mind. New York: The Disinformation Company
• Macionis, J. (2003). Sociology 9th Ed. New Jersey: Prentice Hall.
• Ogilvy, D. (1993). Ogilvy on Advertising. New York: Vintage Books.

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