Download Advertising - MrRichardsEMS3O

WHAT IS ADVERTISING?
•
The act or practice of calling public attention to one's product, service,
need, etc.
•
Advertising communication is one-way.
•
Not all advertising is “selling” something you can purchase – some ads
sell ideas or viewpoints
WHERE DO YOU FIND ADVERTISING?
Mass Media – Tools that deliver messages to lots of people
•
TV
•
Radio
•
Magazine
•
Internet
•
Newspapers
•
Others?
WHERE DO YOU FIND ADVERTISING?
Targeted media – Tools that reach certain specific people
•
Mailings
•
E-Mail
•
In-store announcements
•
Billboards
•
Buses
•
Others?
WHERE DO YOU FIND ADVERTISING?
Product Placement – Products themselves can act as advertising
 Products in movies
 T-shirt logos
 Vending machines
 Video Games
 Others?
ADVERTISING AT WORK
Advertising has four jobs:
 Attention : grabbing the public’s attention
 Image : it must establish a unique image. Personality creating associations,
needs, and desires for this product
 Reassure : reassure consumers who’ve already bought the product to
maintain customer loyalty
 Persuade : persuade new customers to buy the product
HOW DOES ADVERTISING WORK?
Advertising works
consciously
 You already know you
need something
 Ads inform you of a
product’s features, which
you may find desirable
 The next time you go to
buy that item, you chose
the brand you saw
advertised
HOW DOES ADVERTISING WORK?
Advertising creates a
new need
 The ad starts by
convincing you that you
need something you didn’t
know you needed before
 Then the ad shows that
their product will fill that
need
HOW DOES ADVERTISING WORK?
Advertising works
subconsciously
 By creating a positive
image or association in
your brain, advertisers get
you to “like” a product
 The next time you shop,
you unconsciously grab
that product because of
the positive association
ADVERTISING TECHNIQUES
Advertising uses several different, distinct techniques to create that
positive association
Most ads use several techniques at once
ADVERTISING TECHNIQUES, CONT.
1) BANDWAGON
Everyone is doing it
The ad creates a positive connection by showing that the product/service/idea is
widely used and widely accepted
Why would everyone be using it if it wasn’t the best?
ADVERTISING TECHNIQUES, CONT.
2) PLAIN FOLKS
Speak to people in
plain and simple
terms
The ad uses simple,
common language,
images, and content
to appeal to the
average person
Let me explain this to
you in terms you
would understand.
ADVERTISING TECHNIQUES, CONT.
3) TESTIMONIAL

Someone important or famous says you should buy our product

The ad uses a celebrity or expert that endorses the product or service, either directly or
indirectly

You like or trust me, and I think the product is great.
ADVERTISING TECHNIQUES, CONT.
3) TESTIMONIAL
Or…
ADVERTISING TECHNIQUES, CONT.
4) SCIENCE/STATISTICS
These numbers prove you
need our product
The ad uses science,
scientific language, or
statistics to prove their
product is good
Even if you don’t
understand what we’re
talking about, we sound
really smart and credible.
ADVERTISING TECHNIQUES, CONT.
5) TRANSFER
Associating products with something you like or value
The ad couples the product with something desirable – sex appeal, humor,
patriotism, sports, video games, whatever – so a positive feeling is
created for the product
You like this, right? Then you’ll like our product, too.
TRANSFER EXAMPLES
ADVERTISING TECHNIQUES, CONT.
6) EMOTIONAL APPEAL (HIDDEN FEARS)
•Emotional appeals are
advertising techniques in
which the advertiser tries
to play up on the emotions
of the audience, often in
lieu of information that
might appeal to an
audience rationally.
•Think “The Century Of The
Self”
Emotional Appeal (Cont’d)
The exploitation of
an individual’s
fears and
insecurities.
Deodorant
commercials
Diaper
commercials
ADVERTISING TECHNIQUES, CONT.
8) SPIN
The attempt to turn negative evidence into
something that the public will perceive positively.
Used a lot in political Ads.
ADVERTISING TECHNIQUES, CONT.
9) WEASEL WORDS
The use of vague terms
to mislead the viewer into
thinking the product is
better than it really is.
WEASEL WORDS EXAMPLES
"Helps control dandruff symptoms with regular use." The
weasels include "helps control," and possibly even
"symptoms" and "regular use." The claim is not "stops
dandruff."
"Leaves dishes virtually spotless." We have seen so many
ad claims that we have learned to tune out weasels. You are
supposed to think "spotless," rather than "virtually"
spotless.
"Only half the price of many color sets." "Many" is the
weasel. The claim is supposed to give the impression that
the set is inexpensive.
"Listerine fights bad breath." "Fights," not "stops."
"Lots of things have changed, but Hershey's goodness
hasn't." This claim does not say that Hershey's chocolate
hasn't changed.
ADVERTISING TECHNIQUES, CONT. 10) EXCITEMENT
(MUSIC)
•Music and other sound FX
add to the excitement of
commercials, especially
commercials aimed at kids.
Those little jingles, that you
just can't get out of your
head, are another type of
music used to make you
think of a product.
•Have you ever noticed that
the volume of commercials
is higher than the sound for
the program that follows?
What’s the big deal?
Advertising affects all of us, whether we
realize it or not. It affects…
 What we spend our money on
 What we find to be “cool”
 What we find attractive
 How we view genders, races, and other stereotypes
 Our health, happiness, and well-being
 How we think people should act
 Our culture in general
SO, HOW SHOULD WE
HANDLE ADVERTISING?
If you understand how an ad is supposed to work, you won’t be “tricked”
into buying or believing things you don’t want to.
Throughout this unit, we will practice analyzing ads – we will try to figure
out how they work and how they can affect you so you can make
conscious choices.
HOW TO VIEW
ADVERTISEMENTS – TIPS!
VIEW THE AD AS A WHOLE,
CONSIDER:
Your first impression of the ad
Its overall look
The target audience
DETERMINE THE MESSAGE
What atmosphere does it convey?
What people are in the ad?
Stereotypes? Body language?
Celebrity? Why use this person?
Is a story being told?
Does the content imply a certain lifestyle?
DETERMINE THE MESSAGE
Message - what the ad communicates about the product, our culture, men,
women, class, race, etc. This message can have several characteristics
such as:
implicit – implied or strongly suggested though not plainly
expressed
explicit – expressly stated or conveyed, leaving nothing implied –
this part of the message is definite and clear
EXAMINE THE LANGUAGE
USED
Key words and phrases?
Claims?
What techniques are being used?
OVERALL – ASK THESE QUESTIONS
What emotional hooks are used?
Will you remember the product or slogan?
Social values?
What social attitudes are indirectly reflected in the ad?
Print advertising – Exercise
Go through the magazines provided by Mr. Richards and identify the following
elements:
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Who is the target audience? How do you know?
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What is the message? Discuss both the messages that are explicit or directly
stated, and also the messages that are implicit – not directly stated.
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Finally – identify the type of advertising technique being used. Explain how the
technique is being used and finally, whether you think it’s effective or not.
•
You’ll be presenting to the class next period – so make sure you have detailed
notes and that you are prepared!
•
/5 understanding
/5 clarity of speech, presentation technique