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What is advertising? Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services.

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Presentation on theme: "What is advertising? Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services."— Presentation transcript:

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3 What is advertising? Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media."(Bovee, 1992, p. 7)

4 What is Propaganda the spreading of ideas, information, or rumor for the purpose of helping or injuring an institution, a cause, or a person; ideas, facts, or allegations spread deliberately to further one's cause or to damage an opposing cause a public action having such an effect. (Webster's Collegiate Dictionary)

5 Billboards

6 Magazines

7 Newspapers

8 Z-mail

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10 Telemarketing

11 Aerial Advertising

12 Flyers/Posters

13 TV Commercials

14 Movie Ads

15 Internet Ads

16 How much advertising are we exposed to?

17 Television Our class results

18 Print Our class results

19 Radio Our class results

20 How does advertising influence us? Language Music Camera Angles Digital Images Associations Emotions

21 Sex Appeal Snob Appeal Appeal to Authority Plain Folks Appeal Bandwagon Appeal Common Appeals

22 Sex Appeal: The use of sex to sell a product. Appeal to man: Minimal criteria for sexual desire. Appeal to woman: More difficult to appeal to women’s desire in an ad.

23 Appeal to man or woman?

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26 Snob Appeal The consumer will join the ranks of the elite by using the product.

27 Why is this snob appeal?

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29 Appeal to Authority This selling device depends on a spokesperson, a television star, a well- known athlete, or a public figure to endorse the item. Use of the product will make the consumer as wealthy, famous, talented, or beautiful as the spokesperson.

30 How can this guy help sell underwear?

31 Why is this authority?

32 Plain Folks Appeal Reverse snob appeal applies here. "Good ol' boys like us believe in plain, good-quality items. None of this fancy stuff."

33 Why is this a plain folk appeal?

34 Bandwagon Appeal These messages tell you that "everybody is doing it" and you should join in. The technique is often used by organizations that are recruiting new members or participation in a specific activity.

35 Why is this bandwagon?

36 Resources sex in advertising, diamond ad, Ultres ad Snob.html snob appeal ad Snob.html Marlboro Man ad tml Michael Jordan ad tml Clinton ad all other ads used


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