Download Advertising and Marketing

ADVERTISING AND
MARKETING
AS Media Studies
Advertising is…
• Paid for
• A way of promoting products, services or information
• A form of communication
• A physical commodity
• An integral part of pop culture
• An important economic force
• A part of our urban landscape
Forms of Advertising
Forms of Advertising
Advertising Formats
• CONSUMER ADVERTISING
• MAGAZINES
A mass media tool bought by a
manufacturer to persuade consumers
to buy a product.
• PUBLIC BROADCAST
ADVERTISING
Used by the government to inform the
public about health and welfare
issues.
• CHARITY ADVERTISING
Adverts are designed to get the
masses to give money to help those
less fortunate.
Buy advertising to satisfy their target
audience.
• BILLBOARDS
Seen by everyone and usually as
inoffensive as possible.
• TV
Time of day and place in schedule are
important when placing an advert.
• LEAFLETS
Usually informative and found in most
public places. Often arrive through
your letterbox or as inserts in
magazines/papers.
Sophie Dahl ‘Opium’ billboard advertisement (2000)
History Timeline
• 17th century – advertising begins in newspapers (text
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•
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only).
19th century – technological advances mean that colour
and illustrations could be added.
WW1 – governments used propaganda.
1950s – new media, including cinema and TV used
prolifically. Postwar affluence meant people had needs
advertisers targeted and the disposable income to buy.
21st century – advertising manifests itself in all known
media forms and is constantly seeking new media & new
channels of communication. Growth of the internet,
mobile phone technology etc.
Audience
• Targeting the audience is vital in advertising.
• Since marketing began, consumers have been
placed in groups according to class, gender, age,
religion etc.
• Over recent years, marketing has moved away
from demographic profiling and towards
psychographic profiling.
• This categorises the consumer in terms of
motivation and need.
• The advertisers position the audience to make
them believe the product is perfect for them.
Maslow’s Hierarchy of Needs (1954)
The need to succeed, to
become what you wish
to become
Self esteem, status,
respect and
admiration of others
The need to
belong to a
group
Job security,
friends
Adverts for fast cars offer
the possibility of being
the envy of others
Need for attention –
beauty products will
make you desired
Audience
• In the 1970s Young and Rubicam (American
Advertising Agency) developed the 4 C’s (Crosscultural consumer Characteristics).
• This approach categorised people in terms of
their aspirations.
• Mainstreamers
• Aspirers
• Succeeders
• Reformers
• In 1988 – the Individual
Audience
Dominant
/Preferred
Reading
Oppositional
Reading
Negotiated
Reading
The reader recognises the
offered meaning in the text and
accepts it – Sun readers will
accept that there are naked
women in the paper and find it
inoffensive
Dominant reading is
recognised but rejected - A
reader who rejects the nudity
and finds it ideologically
offensive.
Audiences acknowledge the preferred
reading, but modify it to
suit their own values and opinions –
reader accepts some people enjoy nude
pictures but can also see how this could
offend others.
Preferred reading? Oppositional reading? Negotiated reading?
Brand Identity
• A brand offers a set of ready made values
attached to a product that we too can adopt on
purchase.
• Most modern advertising deals with enhancing
the image of a brand, rather than promoting the
benefits of a particular product.
• Audiences are suspicious of the hard sell and
prefer to have meanings indirectly associated
with a product through branding.
Brand Image
• A brand is not a product!
• A brand is the umbrella term under which many products
are marketed.
• It can even be a company name – Coca Cola, Nestle,
Kellogs Kleenex.
• A brand is created when a company has a popular
product and then creates many similar products,
launching them all under one brand name.
Associated with the upscale, urban
lifestyle enjoyed by Carrie Bradshaw
and the SATC girls
Manolo
Blahnik
Associations of wealth, glamour, success,
sexual independence and fashion
Brand Products
Advantages
Disadvantages
• Consumers are more likely to try a
• Branded products are often more
new product if it’s got a brand name
they know and love.
• Consumers connect brand names
with certain ideologies/lifestyles.
• Brand name products have a ‘snob’
appeal – it seems more middleclass
than buying a cheaper alternative.
• Consumers are assured of quality
whereas buying an unknown
product has a risk attached.
expensive due to advertising and
packaging costs.
• Corporate success may lead to
company corruption – Nike has
made trainers in Indonesian
sweatshops to increase profits.
• The ideology behind a brand name
is a constructed image and it can
hide a less than squeaky clean
company.
What associations
do you have for the
following brands?
Homework
• Collect examples of adverts that can be applied to
Maslow’s Hierarchy of Needs.
• Select one and write an analysis of it using your
advertisement worksheet.
Recap
• Forms and formats of advertising
• Audience demographics and psychographics
• Maslow’s Hierarchy of Need
• Audience – dominant, oppositional and negotiated
reading of media texts
• Brand identity, image and products
Advertising Techniques
*Pun
*Slapstick
*Ambiguity
1) HUMOUR
Advertising Techniques
*Slogans
*Logos
*Brand names
2) REPETITION
Advertising Techniques
3) SHOCK
TACTICS
Advertising Techniques
4) SEX
Advertising Techniques
TIME & SPACE SAVERS
*STEREOTYPES
*INTERTEXTUALITY
*MUSIC
*ELITE PERSONS
Advertising techniques
• Problem-solution
• Left-right reading path
• Given-new
• Given: some women
spend a lot of time on
their looks
• New: it’s quicker to
drink Ocean Spray
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Advertising techniques
• Problem-solution
• Top-bottom reading
path (also diagonal)
• Given-new
• Given: some people go
to extremes to find
tranquillity
• New: Glenmorangie is
a more down-to-earth
way of finding it
25
Advertising techniques: direct look
• Look at reader is a
demand
• Eva Longoria
(Desperate
Housewives) demands
that you indulge
yourself
26
Advertising techniques - indirect look
• Look away from reader
is an offer
• Low angle point-ofview
• We look up at the
model and wonder
would if we would look
as sophisticated in
Prada eyewear
27
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Advertising techniques: language
• Informal or colloquial language: “By ‘eck petal, you smell
gorgeous tonight” (Boddington’s)
• Word/phrase invention: “A newspaper not a snoozepaper”
(Mail on Sunday)
• Repetition: “Drinka Pinta Milk a Day”; “Beanz Meanz
Heinz”; “Va va voom” (Renault Clio); “Hello Moto”
(Motorola)
• Paradox: “Let your fingers do the walking” (Yellow Pages)
• Ambiguity: “Everyone’s a fruit and nut case” (Cadbury)
Print ad content
headline
Copy (text)
illustrations (photographs,
artwork, graphics, product)
slogan (strapline)
signature with logo
‘Lead a muller life.’
‘Traditional’ print ad analysis
• Denotation: ‘hand’ of green
leaves offers reader fromage
frais
• Connotation: ‘hand’, wild
flowers, countryside connote
‘nature’
• Inference: Little Stars is safe for
our children; this is confirmed by
copy “a helping hand from
Mother Nature”
• Myth: countryside as ‘natural’;
masks human labour and
technologies (chemical,
biological, mechanical) which
produce product & countryside
30
Key elements
Who is the target
audience?
Representation
of gender, age,
ethnicity,
celebrity...?
Textually
analyse the
mise-en-scene
What is the
USP?
What are the connotations of
the product name?
Overt and Covert Advertising
Product placement
• When a film/TV programme contains many visual
references to a certain product.
• Captive audience
• Cheaper than overt advertising or sponsorship
• If the programme/film is a success, your advertising gets a
wider audience
• The product becomes linked to the film/programme and
the inherent lifestyle/ideology in the text.
• This attracts people to buy into the image through the
product.
Sponsorship of TV programmes
• Introduced in Britain in 1995.
• Sponsorship adverts are covert, usually entertaining,
never a hard sell and never very informative.
• Sponsorship hopes to link the product more directly to the
film/programme.
• More expensive than product placement but more
effective.
Plugging Products
• In supermarkets, reps plug products by offering you ‘try
before you buy’.
• Promotional plugging – celebrities use TV chat shows to
get free advertising for their latest book/film/record.
Freebies
• Free products like toys and CD’s are regularly given away
in the hope you will love it and buy into the real thing.
• MacDonald’s regularly plug Disney films by giving away
free toys with their happy meals.
Charity Advertising
• Much more complex than promoting a product, service or
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brand.
Often deal with taboo areas of society – circumstances
that audiences don’t really want to read about.
Cannot glamorise or deglamourize (excessive use of
negative stereotypes) their subjects.
ASA will step in if ads are too shocking or controversial.
They want to create ads that will generate both discussion
and donation.
Provocative adverts is one way of getting a charity into
the news – where column inches are free..
NSPCC clip
Advertising and the Internet
• Until the advent of the internet in the early 1990s,
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advertising did not have a truly global medium.
The internet provides 24/7 access to promotional material
for interested audience.
Has given advertising industry a real boost.
However, a ‘click rate’ of less than 1% on banner ads
suggest that the audience are not interested.
On the other hand, most print ads now contain a URL
where consumers can find out more about the product.
The internet serves to add to the globalisation of
advertising.
Regulation and Censorship
• Read and make notes on the ASA and regulations in
advertising.