Download Advertising #1 - SCIS Teachers

Advertising & Propaganda
Advertising and Propaganda is all about…influencing people to THINK a certain way
about something
If we can influence people to THINK a certain way, then we can get them to ACT a certain
way…based on this thinking
Advertising
Propaganda
Used to sell a product/service
Used to “sell” an ideology
ACTION = BUYING
ACTION = THINKING & DOING
Commercial / Company
Political / Government
Example #1 - Together —> LeBron James
1. Company: NIKE
2. What do they want us to think…or feel from this commercial?
— Make you think that NIKE is a family…a team…you’re WITH US…
— NIKE=hard work, together, sports, helping you, team, family
3. Techniques/Methods they used:
WORDS: TOGETHER / HARD WORK / WE / FAILURE IS NON-EXISTENT
MUSIC: motivational / inspirational
CELEBRITY: LeBron James (#1 NBA player)
FILTER: Black & White
DRAMATIC SCENES: People linking together / huddling / holding one another
Example #2 - Brotherly Love
1. Company: Coca Cola
2. What do they want us to think or feel?
— coca cola is for everyone…its mainstream
— Brings people together
— brother stands up for little brother when it comes to COCA COLA!
3. Techniques:
— coca cola logo in every scene?? label facing?
COLORS?? - RED THROUGHOUT
— a “Normal” house with a “normal boy”, “healthy” boy
Advertising Techniques
#1 - Bandwagon Technique - Showing the audience that this “product” or “service” is the cool,
in, popular, winning product (ex. HS only cheers for the best team. This year its the Bulls, next
year the Indians, the year after is the Canucks…whoever is the best, is HS favorite team)
#2 - Celebrity Technique - Using a superstar to promote your brand/product/service. (ex.
Michael Jackson advertising Pepsi)
#3 - Jingle (music) - making a song/words catchy…so that we sing it again and again and
again… (ex. “Duh duh duh duh….I’m loving it”)