Presentation on theme: "The Craft of Advertising. An advertisement has four jobs: 1.It must get people’s attention, despite the hundreds of competing ads they see or hear every."— Presentation transcript:
An advertisement has four jobs: 1.It must get people’s attention, despite the hundreds of competing ads they see or hear every day. 2.It must establish an image or personality for a product, creating associations or connections between that product and a need, desire or attractive lifestyle. 3.It must reassure customers who have already bought the product or paid for a service that they have made the right choice, thus maintaining customer loyalty. 4.It must persuade new customers, often young people who have never tried the product or service before, that the product or service will benefit them in some way, frequently by appealing to the need for self- esteem.
Elements of an Emotional Appeal Story: What is happening in the ad – many ads tell stories much like a sitcom or comic strip
Although every individual responds to an ad in his or her own way, based on his or her experiences and attitudes, advertisers carefully build each ad to create a specific emotional appeal. Through research and experience, advertisers can predict fairly accurately how large groups of people will respond to a campaign.