Download PPT A1.1.12 Advertising Strategies

Advertising Techniques
The
S Categories
A 1.1.12
Advertising Techniques
Security
Safety, happiness, comfort. These
ads suggest that the product will
guarantee family happiness. If you
really love your family you use
these products. People’s need to
feel safe is exploited
Advertising Techniques
Status
The product is expensive or of
‘high quality’ and/or is used by the
rich and famous. Luxurious
backgrounds suggest a lifestyle
that the consumer should be
aiming to get
Advertising Techniques
Sex
Love, romance, sex appeal are
offered to the buyers of these
products, or are used to grab and
hold the attention of the consumer
Advertising Techniques
Saving
Depends entirely on the price or on
a reduction in price to persuade
the consumer
Advertising Techniques
Scientific
Suggests a ‘hidden secret
ingredient’, a formula – these ads
will usually be endorsed by
‘professionals’ and/or may include
specialised, technical or scientific
sounding language – bifidum
digestivus
Advertising Techniques
Silly
Quirky, absurd, ridiculous or
unlikely situations/people are used
to catch the consumer/buyer’s eye
(Humorous/Funny ads)
Advertising Techniques
Services
Public announcements, attempting
to persuade or give information
Public service adverts
Advertising Techniques
Sustenance
Emphasises the freshness,
goodness, naturalness etc of items
particularly food or drink
(Healthy Eating/Lifestyle products)
Advertising Techniques
Stolen
Uses images, characters and or
situations from other ads, books,
films, TV programmes, Historical
events and so on
(Intertextuality)
Advertising Techniques
Simplicity
Highlights the ease of the
transaction, “Instant Credit”,
‘Phone a Loan’, ‘£00000 to Spend
today’, ‘Pay Off Your Debts’ ‘The
easy Way’, WONGA, Pay Day
Loans etc.
Advertising Techniques
Surreptitious
Articles and features which do not
immediately appear to be ads.
They often look like part of the
magazine/newspaper’s normal
style/reporting - Advertorials
Advertising Techniques
Slick
We know it’s an ad yet it seems to
have little to do with the product.
More likely to be concerned with
its own cleverness.
Advertising Techniques
Secret
Just occasionally an advert is so
slick that the product being
advertised remains a total mystery
Advertising Techniques
Sympathy
Pulls at the consumer’s heart
strings
Activates a guilty feeling to gain
your sympathy, your attention and
mostly your cash
Advertising Techniques
Star Quality
The product is recommended or
endorsed by a famous person, a famous
face or voice. Sometimes they will tell
the consumer how good the product is,
other times appearing to have a
connection with the product will boost
sales or simply a voice over commentary
(also known as Celebrity Endorsement)
Advertising Techniques
Sponsorship
An event often connected with
sport is sponsored by the company.
It keeps the product/brand name
in the public memory and ensures
good associations for the
product/brand in the mind of the
customer
Advertising Techniques
Song and Dance
Makes use of music/performance –
new or stolen – and dance routines
to make its impression e.g. Halifax
(Intertextuality)