2What is Advertising?The act or practice of calling public attention to one's product, service, need, etc.Advertising communication is one-way.Not all advertising is “selling” something you can purchase – some ads sell ideas or viewpoints
3Where do you find advertising? Mass Media – Tools that deliver messages to lots of peopleTVRadioMagazinesInternetNewspapersOthers?
4Where do you find advertising? Targeted media – Tools that reach certain specific peopleMailingsIn-store announcementsBillboardsBusesOthers?
5Where do you find advertising? Product Placement – Products themselves can act as advertisingProducts in moviesT-shirt logosVending machinesVideo GamesOthers?
6Advertising at Work Advertising has four jobs: Attention : grabbing the public’s attentionImage : it must establish a unique image. Personality creating associations, needs, and desires for this productReassure : reassure consumers who’ve already bought the product to maintain customer loyaltyPersuade : persuade new customers to buy the product
7How does advertising work? Advertising works consciouslyYou already know you need somethingAds inform you of a product’s features, which you may find desirableThe next time you go to buy that item, you chose the brand you saw advertised
8How does advertising work? Advertising creates a new needThe ad starts by convincing you that you need something you didn’t know you needed beforeThen the ad shows that their product will fill that need
9How does advertising work? Advertising works subconsciouslyBy creating a positive image or association in your brain, advertisers get you to “like” a productThe next time you shop, you unconsciously grab that product because of the positive association
10Advertising Techniques Advertising uses several different, distinct techniques to create that positive associationMost ads use several techniques at once
11Advertising Techniques, cont. 1) Bandwagon Everyone is doing itThe ad creates a positive connection by showing that the product/service/idea is widely used and widely acceptedWhy would everyone be using it if it wasn’t the best?Bandwagon Example
12Advertising Techniques, cont. 2) Plain Folks Speak to people in plain and simple termsThe ad uses simple, common language, images, and content to appeal to the average personLet me explain this to you in terms you would understand.
13Advertising Techniques, cont. 3) Testimonial Someone important or famous says you should buy our productThe ad uses a celebrity or expert that endorses the product or service, either directly or indirectlyYou like or trust me, and I think the product is great.Testimonial Example
14Advertising Techniques, cont. 4) Science/Statistics These numbers prove you need our productThe ad uses science, scientific language, or statistics to prove their product is goodEven if you don’t understand what we’re talking about, we sound really smart and credible.
15Advertising Techniques, cont. 5) Transfer Associating products with something you like or valueThe ad couples the product with something desirable – sex appeal, humor, patriotism, sports, video games, whatever – so a positive feeling is created for the productYou like this, right? Then you’ll like our product, too.
17Advertising Techniques, cont. 6) Emotional Appeal (Hidden Fears) Emotional appeals are advertising techniques in which the advertiser tries to play up on the emotions of the audience, often in lieu of information that might appeal to an audience rationally.
18Emotional Appeal (Cont’d) The exploitation of an individual’s fears and insecurities.Deodorant commercialsDiaper commercialsOr even…
19Advertising Techniques, cont. 7) Repetition The constant statement of an idea to fix the image of a product in the audience’s mind.Could beAudioOr Audio-Visual
20Advertising Techniques, cont. 8) Spin The attempt to turn negative evidence into something that the public will perceive positively.Used a lot in political Ads.
21Advertising Techniques, cont. 9) Weasel Words The use of vague terms to mislead the viewer into thinking the product is better than it really is.
22Weasel Words Examples"Helps control dandruff symptoms with regular use." The weasels include "helps control," and possibly even "symptoms" and "regular use." The claim is not "stops dandruff.""Leaves dishes virtually spotless." We have seen so many ad claims that we have learned to tune out weasels. You are supposed to think "spotless," rather than "virtually" spotless."Only half the price of many color sets." "Many" is the weasel. The claim is supposed to give the impression that the set is inexpensive."Listerine fights bad breath." "Fights," not "stops.""Lots of things have changed, but Hershey's goodness hasn't." This claim does not say that Hershey's chocolate hasn't changed.
23Advertising Techniques, cont. 10) Excitement (Music) music and other sound effects add to the excitement of commercials, especially commercials aimed at kids. Those little jingles, that you just can't get out of your head, are another type of music used to make you think of a product. Have you ever noticed that the volume of commercials is higher than the sound for the program that follows?
24What’s the big deal?Advertising affects all of us, whether we realize it or not. It affects…What we spend our money onWhat we find to be “cool”What we find attractiveHow we view genders, races, and other stereotypesOur health, happiness, and well-beingHow we think people should actOur culture in general
25So, How Should We Handle Advertising? If you understand how an ad is supposed to work, you won’t be “tricked” into buying or believing things you don’t want to.We will practice analyzing ads – we will try to figure out how they work and how they can affect you so you can make conscious choices.
27View the Ad as a whole, consider: Your first impression of the adits overall lookits tone and atmospherethe storyline (if one exists), is there a climax and resolution?possible target audience
28Be specific about the audience narrow it downis the ad placed properly to reach the intended audience?
29Determine the message What atmosphere does it convey? What people are in the ad?Stereotypes? Body language?Celebrity? Why use this person?Is a story being told?Does the content imply a certain lifestyle?
30Examine the language used What message is conveyed?Key words and phrases?Claims?What techniques are being used?Connotative and Denotative messages
31How effective is the advertisement in communicating a message? What emotional hooks are used?Will you remember the product or slogan?Social values?What social attitudes are indirectly reflected in the ad?
32Reviewing print advertisements What is the focal point/centre of interest?How are visuals arranged?How does the print component contribute to the ad?Does colour affect the message of the ad?Does the product appear in ad? Where is it?The logo...