2. Advertising

3. Facts  The average child sees approximately 20,000 commercials in one year  A 1996 study reported that 57 percent of viewers think that commercials are as enjoyable as TV shows

4. Facts  Advertisers spend over $40 billion a year on TV commercials  In 1998, teenagers spent $141 billion

5. More Facts  Four to twelve year- old children spend more than $2 billion a year on candy, soft drinks, and snacks.  An estimated 78% of children influence their parents’ buying decisions

6. “Just as a fish doesn't think about the sea, we don’t think about ads because we are surrounded by this ad environment from birth to death.” Richard Pollay

7. Taking a Look at Advertising Target Audience Visual Analysis Sound Analysis Persuasive Techniques Effects

8. Target Audience  Characters- age, gender, ethnicity, and economic level  Narrative (story)- What is happening?  Music-Is the music age appropriate?  Visuals- How is the product shown? What other images are included?

9. Visual Analysis  Color - Different colors a have different associates attached to them  Blue- Cool, calm, refreshing  Red- warm, exciting  Green- Natural, springlike  White- Clean, fresh

10. (Visuals cont.)  Lighting - Light is used to draw attention or create mood (dark to light)  Framing – The positioning of the product on the screen. (sizing and placement)  Editing – Every second counts- Every image is carefully planned

11. Sound Analysis  Music- Upbeat, classical, jazzy, etc.  Jingles- Catchy tunes about a product  Sound effects – Used to make a product more appealing. Toy sounds, crunches and fizzing

12. Advertising Techniques

13. Glittering Generality  Example: Less fat, fewer calories, motherhood, The American Way.  What to do: Ask questions: Less fat than what? Fewer calories than what? What “American way” are they talking about?

14. Testimonial  Using famous people to promote a product  Example: actors, athletes. (Michael Jordan and Haynes Underwear)  What to do: Ask questions: Does the person really know anything about the product or use it themselves?

15. Transfer  Transfer respect from someone or something we trust to something else  Example: Models/movie stars and their beauty to makeup or: doctors, pharmacists and scientists to medicines  What to do: Ask Questions: Do they know what they’re talking about?

16. Name Calling  Creating a bad image of a competitor  Example: politicians mud slinging  What to do: Ask questions: Why is the product/person putting down another p product or person?

17. Plain Folks UUsing normal/everyday people to sell products EExample: people wear less expensive clothes, use slang language (products like: toothpaste, pop, deodorant) WWhat to do: Ask questions: Is the person really like that? Do they really use the product?

18. Card Stacking  Slanting statistics in advertisers favor, or only telling part of the truth  Example: Car rated ‘highest’ in safety tests  What to do: Ask questions: Is the statistic true?

19. Snob Appeal  Opposite of Plain Folks, using rich people or social status  Example: Gourmet food, luxury cars, Grey Poupon  What to do: Ask questions: Is the product really that good or is it just expensive?

20. Rewards  Offer free gifts, rebates or rewards for buying  What to do: Ask Questions: Why do they have to give you something to get you to buy the product? Does the value of these rewards increase the price of the product? Would you buy the product otherwise?

21. Humor  It entertains you or makes you laugh  Examples:  What to do: Ask Questions: This is funny, but does it mean the product is good?

22. Sex Appeal UUses your attraction to others, or your desire to have others attracted to you to sell you something WWhat to do: Ask Questions: Can this product really make you more appealing?

23. The Good Life MMakes you think if you buy/use this product you will be strong, or healthy, or happy, or smart, or more popular WWhat to do: Ask Questions: Could this product really make any difference in my life?

24. Appeal to your Desires  Power, Friends, Love, Acceptance, Status, Good health/body, Family, Money  What to do: Ask Questions: Can this product really make those differences in my life?