PART II PITCH – STRUCTURAL PATTERN OF AN AD (attention, confidence, response etc.) NEEDS HIERARCHY AD CONSTRUCTION MODE (MUSIC AND LANGUAGE)
THE PITCH – 1,2,3,4,5 - structural pattern of an ad AIDA – attention, interest, desire, action 1. attention getting 2. confidence building 3. stimulate desire 4. urgency stressing 5. response seeking
HI! ATTENTION GETTING Over 50,000 new TV ads appear each year – compete for attention External attention getting Entertainment: TV executives sell audiences to advertisers Ad Internal: PHYSICAL: sounds sights Emotional: s and s Cognitive: mind
Startling images Benetton clothing: real pictures taken by photo reporters
a universal theme sometimes encounters unforeseen cultural barriers Squeamish
Subtle or blatant Why does advertising use sex as an appeal to the consumer KALVIN KLEIN JEANS Lemarco Tocilarii.flvLemarco Tocilarii.flvBrown sugar – The nerds allusive
Perfumes – Romance, Love affair 1. because it works. 2. the second strongest of the psychological appeals, right behind self- preservation Victoria Secret lingerie – Tell me you love me -
HUMOUR - positive feelings - motivate the recipient to buy the presented product No presentation of a products features and advantages. Sensitive products: balding http://www.myvideo.ro/watch/4780287 http://www.myvideo.ro/watch/4780289http://www.myvideo.ro/watch/4780289 - Milky bars http://www.youtube.com/watch?v=LF8GLysjoa4http://www.youtube.com/watch?v=LF8GLysjoa4 white board – Indian change
Funny commercial - How to end an argument Cossacks 2 Napoleonic Wars si aduce in plus multe dintre bataliile europene ale secolului 19. Jocul http://www.youtube.com/watch ?v=J9KPR_YpuN0
TRUST ME: CONFIDENCE- BUILDING Aristotle (Rhetoric): the most effective means of persuasion was the ethos, image projected by the persuader Evaluation of persuader expertsincerebenevolent Ads: Different presenters: authority (Sensodine), friend figures Confidence words and nonverbals (smiles, gestures),
3. YOU NEED ME: DESIRE STIMULATING ENTICE PRODUCT-CENTERED- Glamorizing the product the product as hero "puffery, sellers talk" which uses superlatives, vague generalities, subjective opinions, and one-sided praise. GLITTERING GENERALITIES
Quality: excellent exceptionalultimate ultra extraordinary finest urgency appeal: "Hurry... only a few left." Beauty: heavenly lovely nice
Desire stimulating AUDIENCE- CENTERED benefits promised to the buyers prestige popularity sex appeal ENDORSEMENTS - imitation/Prestige identification. Transfer or Masculine/Feminine Appeal. How does this work?
impression of a perfect person. You see the perfection in the ad, and the message you get is that you will transfer the qualities to yourself. http://www.youtube.com/watch?v=uU_8RTZFok0&f eature=relatedhttp://www.youtube.com/watch?v=uU_8RTZFok0&f eature=related Nike--makes you more athletic; Jordan: young men would like to be as skillful as Jordan; the ad implies that part of his skill derives from the brand of athletic shoe he wears http://www.youtube.com/watch?v=nXYEw6t2o_M Nadia Comaneci: Adidas: psychological appeal: imitation http://www.youtube.com/watch?v=PubRlPnZBUo Linda Carter –Mabelline – more beautiful
PSYCHOLOGISTS: Ads appeal to our needs: Maslows hierarchy Ads appeal to Greed fear lust vanity
Snob Appeal Luxury and Elegance a feeling of envy or desire for this fine product. See where it takes you
Search for Adventure buying the product will change your life
Too Fat/Too Thin/Less than Perfect dissatisfied with how you look Skinny And Wasp-waisted
Romance Take my hand. Discover Bora Bora perfume Fragrances, automobiles, cosmetics
Bandwagon everybody is doing it, appeals to you to be a part of the in crowd (gregarian) http://www.youtube.com/watch?v=v d15YVb2M6Mhttp://www.youtube.com/watch?v=v d15YVb2M6M – M.Jackson As you watch - what are the characteristics of this generation? http://www.youtube.com/watch?v=It bBWXesGpg http://www.metacafe.com/watch/246 535/pepsi_generation_next_commer cial/
Hurry: Urgency stressing urgency claims seek an emotional response: to rush us to buy something to believe something without careful thinking urgency appeal creates an anxiety that we might lose a benefit ? How do we signal that something is urgent?
WORDS: Limited Offer; Never Again; Time running out; Time-sensitive material; Today Only; Weekend Sale; You must respond within 24 hours NONVERBAL: sights and sounds) in the background suggesting urgency: staccato sounds, clocks ticking, timers clicking, hourglass sands draining, drums beating, fast-talkers, auctioneer's chatter, disappearing items, or shrinking stocks
Buy – response seeking triggering words Buy, Get, Select, Order; TAKE A first step: call….; use the product: taste, feel, enjoy, experience
Disclosure laws are government regulations or rules (Disclaimers) Disclosures are the "small print" (often unreadable by most people) and the "fast talk" on TV and radio complaints relate to people not reading the "small print packaged foods, for example, must disclose the ingredients Alcohol (beer, wine) and cigarettes must carry health warnings
HEADLINE - draws attention, incites to reading + well targeted ATTENTION ask a question short, snappy and must touch the people that read it must affect the reader emotionally, either by making them laugh, making them angry, making them curious or making them think !!! avoid a headline longer than fifteen words. People just dont read as much as they used to.
BODY COPY Stimulates interest, explains: draws attention to the benefits of the product rather than focusing solely on the features. "what's in it for me?" easy to understand, honest Magazine readers tend to dwell on the contents for longer than newspaper readers
Position your copy beneath the headline - create a visual continuity Subheads : If you have lots of copy, break it up with interesting subheads This will make your ad more inviting, more organized, and easier to read
SLOGAN Motto – encapsulates – remember Short slogans and jingles - designed to be easily remembered and repeated Ads have a limited "life" (six months or so) but, often, a long after-life ? Brainstorming: recalling slogans
MODE – Choice between 3 means of communication: MUSIC, PICTURES, LANGUAGE Visuals imply: they implicitly suggest much more than words explicitly say. don't say IMAGES do not require a lot of thinking the brain likes colour stimulate the senses (food
Visuals are edited Angle = direction and height from which the scene is taken Eye-level = ? (factual) Looking down = ? (viewer is more important, detachment) Looking up = ?(the subjects importance
MUSIC Language message: http://www.youtube.com/watch?v=QzvYymGEuhsSubaru – Dust in the wind http://www.youtube.com/watch?v=QzvYymGEuhs Jingle bank (explicatii – pot fi folosite) http://www.jinglebank.com What does the music connote: (musical soundtracks) Cheerfulness – http://www.youtube.com/watch?v=tcXQimc6Fiw&NR=1http://www.youtube.com/watch?v=tcXQimc6Fiw&NR=1 (Coca Cola) http://www.youtube.com/watch?v=1jbOHpplUnUhttp://www.youtube.com/watch?v=1jbOHpplUnU (Pepsi) http://www.youtube.com/watch?v=UirmvNktkBc (hp) http://www.youtube.com/watch?v=UirmvNktkBc Listen to: Blue Danube walts http://www.youtube.com/watch?v=r0VUXLsBSjo http://www.youtube.com/watch?v=r0VUXLsBSjo What product would you advertise using it? http://www.youtube.com/watch?v=uCBG2YRFG78&feature=related Internet provider – Bisset – Carmen operah
sound - creates what is called "the theatre of the mind.": conjure in the listener's mind images and actions that don't necessarily exist Trust, comfort: http://www.youtube.com/watch?v=IajOINu0V2Y (mastercard: Come home) http://www.youtube.com/watch?v=IajOINu0V2Y create the background conveys message (lyrically) contribute to memorability help in forming brand identity – people associate different sounds with different brands: jingles (Always CocaCola)
LANGUAGE Words can obviously make people react mother, patriotism, truth, God, Allah, vomit, dentist ?? dog ( loyalty, dirtiness, friendliness, inferiority
Repetition is the golden rule of advertising comfortable with the familiar(favorite songs repeated, cans One-shot ads seldom work. In fact, research indicates that the average consumer ignores two out of three ads and requires nine exposures before they readily remember an ad. to run your ad several dozen times to make an impact At&T on You Tube
Dangling Comparative "Our toothpaste tastes better." The comparison is never finished except in the minds of the audience.
Rhyme and alliteration help memory alteration of proverbs: Thirst come, thirst served Slogans with proverbial structure: Buy now, pay later! Get more, worry less! Work smarter, not harder
DEPARTURES FROM NORM Misspellings : provodkative Puns: Im More satisfied! Ungrammaticality: B&Q it! Im lovin it
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