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Scenario 11-5 A Hospital Is Attempting to Change Its Image.In the Past

question 88

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Scenario 11-5
A hospital is attempting to change its image.In the past, the hospital has been perceived as having a high degree of expertise across all medical services, but also as having a cold and unfeeling atmosphere.This has resulted in the hospital losing business in situations where patients feel that a procedure is simple enough that any hospital can perform it equally well.The decision is made to hire a local advertising agency.The agency's creative director meets with the hospital marketing director to develop a creative brief.It focuses on print ads for local newspapers and regional magazines, and states that the advertising for the hospital must create feelings of caring and warmth, without explicitly stating that the hospital "cares"-a tactic that has been used again and again by other medical institutions.
-(Scenario 11-5) One thing that the art director has learned is that ads should lead the reader's gaze in a logical path that includes the brand name.Which element of design does this involve?

Definitions:

Universities

Institutions of higher learning that provide undergraduate, graduate, and sometimes professional degrees.

Post-Secondary Institution

An educational establishment that provides learning experiences after completion of high school, such as colleges and universities.

Pierre Bourdieu

A French sociologist and anthropologist known for his theories on social capital, cultural capital, habitus, and the social structures of domination and power.

Cultural Capital

The accumulation of knowledge, behaviors, and skills that one can tap into to demonstrate one's cultural competency and social status.