Download Media Strategies - Mr. Parsons` Homework Page

Media Strategies
» Media strategies are techniques
commonly used by the creators of
media to appeal to a particular
audience or evoke a particular
response.
» Quite often more than one strategy is
used at a time to increase
effectiveness or to appeal to multiple
demographics in different ways.
» Some commonly used media strategies are:
- Bandwagon
- Cartoon/cute characters
- Celebrity endorsement
- Emotional appeal
- Facts and figures
- Gender/sex appeal
- Humour
- Name-calling
- Plain folks
- Shock appeal
- Snob appeal
- Testimonials
Bandwagon

This media strategy promotes that a product is desirable
because it is being used by lots of people, therefore
encouraging the consumer to jump on the bandwagon.

Bandwagon advertising uses a group mentality to try to
convince individual consumers that a product is worth
purchasing.

This is commonly used in products that are sold to children
and teenagers, but bandwagon and snob appeal are used to
sell products to adults as well, especially cars and luxury
goods.
Examples of Bandwagon Advertising
¤ Always Coca Cola Commercial
Cartoon / cute characters

Cute or cartoon representations are displayed in ads to
attract the attention of audiences, primarily children.
They see them as role models to aspire to, and as 'real
people' who are popular with their peer group. Even from
a young age children want some of that popularity to rub
off on them and may try convincing their parents to buy
the branded product.

Adults may also have strong connections to such
cute/cartoon characters.
¤ Lucky Charms Commercial
¤ M&Ms ad ~ Get in the bowl
 Geico Gecko
Examples of Cute/Cartoon Characters in
Advertising
Celebrity endorsement

This technique makes use of celebrities to sell products
and/or services. These sales pitches stick in peoples’ minds,
so even if we know better than to buy something just because
a famous person claims to like it, we nonetheless remember
the pitch and the product.
¤ Ashton Kutcher Nikon ad
¤ Nike Commercial - Lebron James Swimming Pool
¤ "I Just Liked It" Matthew McConaughey and the
MKC: Official Commercial
Examples of Celebrity Endorsement
in Advertising
Emotional appeal

In using this strategy, media producers play upon the
emotions of the audience, often instead of information
that might appeal to an audience rationally.

One kind of emotional appeal is the fear appeal, where
the advertiser draws upon people's anxieties to sell a
product. For example, a security alarm company might
show a scenario where the home of a mother and her
children is burglarized.

Advertisers also appeal to sentiment, often through
images like babies, cute animals, and emotional parentchild interactions.
¤ Man in the Moon Commercial
¤ Chevy Ad - Maddie
Examples of Emotional Appeal in Advertising
Facts and figures

This strategy attempts to attract masses to use the
advertised product by providing them with survey results
or other research data.

The advertisers often use statistical evidence and market
surveys to publicize their product.

Research or statistical data supporting the advertisement
makes it appear more authentic. People tend to trust the
advertisement because it is backed by surveys.
 5 hour energy commercial
 Centrum commercial
Examples of Facts and Figures in Advertising
Gender / sex appeal

The element of sexual attraction is used to grab mass
attention.

For instance, a man is shown using a certain cologne after
which women are attracted to him, or a girl is shown using a
particular skin cream and then boys are shown flocking to her;
this is sex appeal.

People believe that by using a certain product, they will be
perceived as sexier or that they will attract the opposite sex.
 Axe Commercial
 90s Noxema commercial
Examples of Sex Appeal in Advertising
Humour

Comedy and parody are often used in media to catch the
attention of the viewer.
 Doritos commercial
Name-calling

This strategy involves direct or indirect attacks on the
products in competition with the product being
advertised.

Direct name-calling involves making a direct attack on the
opponent while indirect name-calling makes use of
sarcasm to demean products of competitors.
 Mac vs PC commercial
 ATT vs Verizon
Examples of Name Calling in Advertising
Plain folks

This approach aims to attract the masses by using
common people to advertise a product.

They communicate with them in their language through
the use of common words, an informal language style, and
even by making purposeful errors while speaking to give a
natural feel to the speech.
¤ T-Mobile commercial
¤ Campbell's Soup commercial
Examples of Plain Folks in Advertising
Snob appeal

This is an exact reverse of the bandwagon technique.
People are induced to buy a certain product so that they
can stand out from the crowd.

It is often indicated that buying that product will make
them look different from the rest.

It is indicated that the product is not affordable for
common people. A sense of exclusivity is attached to the
products.
¤ Lexus commercial
¤ Grey Poupon
Examples of Snob Appeal in Advertising
Shock appeal

This makes use of shocking images or scenes to advertise a
product. Provocative images and use of controversy to
grab attention are examples of shock advertising. Another
example involves showing scary images illustrating the illeffects of smoking on one’s health.
¤ Don't Text and Drive
¤ Second Chance
Examples of Shock Appeal in Advertising
Testimonials

This is a technique in which common people, celebrities,
or experts are used as ambassadors of a particular
product.

They are shown using the product and/or recommending
its use. People fall for these products just because they
see someone relatable, famous, or knowledgeable
endorsing them.
¤ Gamefly Commercial
¤ Vonage Commercial
¤ Oral B Commercial
Examples of Testimonials in Advertising