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Transcript
Advertising Myths and Realities 2013 Types of ads T.V. Commercials Radio Commercials Magazine Ads Newspaper Ads Billboards Internet Product Placement Text Ads Blimps/Planes Target Groups Parents Teens Kids Retired People Stated Message (actually said) It cleans better Most popular Best seller Great deal Implied Message (hidden Message) The look or sound of an ad Goal of advertising = $$$ The goal is to separate you from your money Exaggerated claims Does what they say just not as well as they say Save money live better….. You’ll like the way you look, I guarantee it Deliberate Deception Lies told to sell a product Nutella hazelnut and chocolate spread Techniques Celebrity Endorsement Voice of authority “Scientific” Evidence Comparisons and Opinions Demonstrations Bandwagon Appeal Romance/Sex Appeal Maturity/Sophistication appeal Celebrity Endorsement Movie stars and athletes talk about how great the product is or how they use it themselves If it is good enough for Justin Bieber it must be good enough for me!!!! Voice of authority Experts or authorities Examples Tooth Paste- ”Dentists” Pain Meds.- “Doctors” “Scientific Evidence” Presents “facts” and statistics that support the product being sold Often combined with the voice of authority approach to add creedence Comparison Tests and Opinion Polls Taste Tests Shows that brand X is: Stronger, safer, lighter, less expensive than other similar products Demonstrations Intended to show how well a product works Ex. Infomercials Frequently rigged ads make the product look better than it is Ex. Dishwashing soap, Window cleaners, floor cleaners, stain removers, dishwashers, vacuum cleaners, glue ect… Bandwagon Appeal Everyone uses this product why aren’t you! Were #1 in the __________ business Romance/Sex Appeal Implies that the person using it will be more attractive by using the product Maturity/Sophistication Appeal If you buy this product you will be more grown-up, sophisticated and fasionable Fun and relaxation appeal Fun Relaxation Popularity appeal Buying this will make you more popular The Deal Appeal Too good a deal to pass up This deal will soon end There is a limited supply Knowledge is power Understand the goal of ads = $ Try to buy what you really need