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Advertising – Definitions and Techniques EMS3O. What is Advertising? The act or practice of calling public attention to one's product, service, need,

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Presentation on theme: "Advertising – Definitions and Techniques EMS3O. What is Advertising? The act or practice of calling public attention to one's product, service, need,"— Presentation transcript:

1 Advertising – Definitions and Techniques EMS3O

2 What is Advertising? The act or practice of calling public attention to one's product, service, need, etc. The act or practice of calling public attention to one's product, service, need, etc. Advertising communication is one-way. Advertising communication is one-way. Not all advertising is selling something you can purchase – some ads sell ideas or viewpoints Not all advertising is selling something you can purchase – some ads sell ideas or viewpoints

3 Where do you find advertising? Mass Media – Tools that deliver messages to lots of people Mass Media – Tools that deliver messages to lots of people TV TV Radio Radio Magazines Magazines Internet Internet Newspapers Newspapers Others? Others?

4 Where do you find advertising? Targeted media – Tools that reach certain specific people Targeted media – Tools that reach certain specific people Mailings Mailings In-store announcements In-store announcements Billboards Billboards Buses Buses Others? Others?

5 Where do you find advertising? Product Placement – Products themselves can act as advertising Product Placement – Products themselves can act as advertising Products in movies Products in movies T-shirt logos T-shirt logos Vending machines Vending machines Video Games Video Games Others? Others?

6 Advertising at Work Advertising has four jobs: Advertising has four jobs: Attention : grabbing the publics attention Attention : grabbing the publics attention Image : it must establish a unique image. Personality creating associations, needs, and desires for this product Image : it must establish a unique image. Personality creating associations, needs, and desires for this product Reassure : reassure consumers whove already bought the product to maintain customer loyalty Reassure : reassure consumers whove already bought the product to maintain customer loyalty Persuade : persuade new customers to buy the product Persuade : persuade new customers to buy the product

7 How does advertising work? Advertising works consciously Advertising works consciously You already know you need something You already know you need something Ads inform you of a products features, which you may find desirable Ads inform you of a products features, which you may find desirable The next time you go to buy that item, you chose the brand you saw advertised The next time you go to buy that item, you chose the brand you saw advertised

8 How does advertising work? Advertising creates a new need Advertising creates a new need The ad starts by convincing you that you need something you didnt know you needed before The ad starts by convincing you that you need something you didnt know you needed before Then the ad shows that their product will fill that need Then the ad shows that their product will fill that need

9 How does advertising work? Advertising works subconsciously Advertising works subconsciously By creating a positive image or association in your brain, advertisers get you to like a product The next time you shop, you unconsciously grab that product because of the positive association

10 Advertising Techniques Advertising uses several different, distinct techniques to create that positive association Advertising uses several different, distinct techniques to create that positive association Most ads use several techniques at once Most ads use several techniques at once

11 Advertising Techniques, cont. 1) Bandwagon Everyone is doing it Everyone is doing it The ad creates a positive connection by showing that the product/service/idea is widely used and widely accepted The ad creates a positive connection by showing that the product/service/idea is widely used and widely accepted Why would everyone be using it if it wasnt the best? Why would everyone be using it if it wasnt the best? Bandwagon Example Bandwagon Example Bandwagon Example Bandwagon Example

12 Advertising Techniques, cont. 2) Plain Folks Speak to people in plain and simple terms Speak to people in plain and simple terms The ad uses simple, common language, images, and content to appeal to the average person The ad uses simple, common language, images, and content to appeal to the average person Let me explain this to you in terms you would understand. Let me explain this to you in terms you would understand.

13 Advertising Techniques, cont. 3) Testimonial Someone important or famous says you should buy our product Someone important or famous says you should buy our product The ad uses a celebrity or expert that endorses the product or service, either directly or indirectly The ad uses a celebrity or expert that endorses the product or service, either directly or indirectly You like or trust me, and I think the product is great. You like or trust me, and I think the product is great. Testimonial Example Testimonial Example Testimonial Example Testimonial Example

14 Advertising Techniques, cont. 4) Science/Statistics These numbers prove you need our product These numbers prove you need our product The ad uses science, scientific language, or statistics to prove their product is good The ad uses science, scientific language, or statistics to prove their product is good Even if you dont understand what were talking about, we sound really smart and credible. Even if you dont understand what were talking about, we sound really smart and credible.

15 Advertising Techniques, cont. 5) Transfer Associating products with something you like or value Associating products with something you like or value The ad couples the product with something desirable – sex appeal, humor, patriotism, sports, video games, whatever – so a positive feeling is created for the product The ad couples the product with something desirable – sex appeal, humor, patriotism, sports, video games, whatever – so a positive feeling is created for the product You like this, right? Then youll like our product, too. You like this, right? Then youll like our product, too.

16 Transfer Examples

17 Advertising 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. 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.

18 Emotional Appeal (Contd) The exploitation of an individuals fears and insecurities. The exploitation of an individuals fears and insecurities. Deodorant commercials Deodorant commercials Diaper commercials Diaper commercials Or even… Or even… Or even… Or even…

19 Advertising Techniques, cont. 7) Repetition The constant statement of an idea to fix the image of a product in the audiences mind. The constant statement of an idea to fix the image of a product in the audiences mind. Could be Could be Audio Audio Audio Or Audio-Visual Or Audio-Visual Or Audio-Visual Or Audio-Visual

20 Advertising Techniques, cont. 8) Spin The attempt to turn negative evidence into something that the public will perceive positively. The attempt to turn negative evidence into something that the public will perceive positively. Used a lot in political Ads. Used a lot in political Ads.

21 Advertising Techniques, cont. 9) Weasel Words The use of vague terms to mislead the viewer into thinking the product is better than it really is. The use of vague terms to mislead the viewer into thinking the product is better than it really is.

22 Weasel 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." "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. "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. "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." "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. "Lots of things have changed, but Hershey's goodness hasn't." This claim does not say that Hershey's chocolate hasn't changed.

23 Advertising 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? 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?

24 Whats the big deal? Advertising affects all of us, whether we realize it or not. It affects… Advertising affects all of us, whether we realize it or not. It affects… What we spend our money on What we spend our money on What we find to be cool What we find to be cool What we find attractive What we find attractive How we view genders, races, and other stereotypes How we view genders, races, and other stereotypes Our health, happiness, and well-being Our health, happiness, and well-being How we think people should act How we think people should act Our culture in general Our culture in general

25 So, How Should We Handle Advertising? If you understand how an ad is supposed to work, you wont be tricked into buying or believing things you dont want to. If you understand how an ad is supposed to work, you wont be tricked into buying or believing things you dont 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. 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.

26 How to view advertisements

27 View the Ad as a whole, consider: Your first impression of the ad Your first impression of the ad its overall look its overall look its tone and atmosphere its tone and atmosphere the storyline (if one exists), is there a climax and resolution? the storyline (if one exists), is there a climax and resolution? possible target audience possible target audience

28 Be specific about the audience narrow it down narrow it down is the ad placed properly to reach the intended audience? is the ad placed properly to reach the intended audience?

29 Determine the message What atmosphere does it convey? What atmosphere does it convey? What people are in the ad? What people are in the ad? Stereotypes? Body language? Stereotypes? Body language? Celebrity? Why use this person? Celebrity? Why use this person? Is a story being told? Is a story being told? Does the content imply a certain lifestyle? Does the content imply a certain lifestyle?

30 Examine the language used What message is conveyed? What message is conveyed? Key words and phrases? Key words and phrases? Claims? Claims? What techniques are being used? What techniques are being used? Connotative and Denotative messages Connotative and Denotative messages

31 How effective is the advertisement in communicating a message? How effective is the advertisement in communicating a message? What emotional hooks are used? What emotional hooks are used? Will you remember the product or slogan? Will you remember the product or slogan? Social values? Social values? What social attitudes are indirectly reflected in the ad? What social attitudes are indirectly reflected in the ad?

32 Reviewing print advertisements What is the focal point/centre of interest? What is the focal point/centre of interest? How are visuals arranged? How are visuals arranged? How does the print component contribute to the ad? How does the print component contribute to the ad? Does colour affect the message of the ad? Does colour affect the message of the ad? Does the product appear in ad? Where is it? Does the product appear in ad? Where is it? The logo... The logo...


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