Presentation on theme: "HOW ADVERTISERS PERSUADE: UNDERSTANDING 4 TYPES OF COMMERCIALS."— Presentation transcript:
HOW ADVERTISERS PERSUADE: UNDERSTANDING 4 TYPES OF COMMERCIALS
True or false? A typical 30- second television commercial has no more than 65 words.
Copywriters….what they do identifying a specific audience, and then creating a persuasive message to motivate that audience to take some action— four basic persuasive tactics to help their words do just that: testimonial, slice-of-life, lifestyle, and demonstration.
PERSUASIVE TACTIC #1: TESTIMONIAL WHAT DO WE KNOW ABOUT MILK? It’s white came in cartons healthy WHAT DON’T WE KNOW ABOUT MILK? WHY milk is healthy Teens and people in their 20s and 30s thought drinking milk is" dull."
GOAL: convince the target audience that drinking milk was "cool." Photographs of celebrities wearing milk mustaches that carried this tag line : MILK! WHAT A SURPRISE! one year of milk mustaches in magazines, newspapers, and billboards-- consumption began rising for the first time since 1969!
TESTIMONIAL Testimonials feature an authority who recommends a product or service. Can be professional, a celebrity sports star; or even an ordinary person who vouches for the product's value. the accompanying copy, (written message) must unite with that authority's personality.
Let’s try a testimonial commercial Read the commercial copy from your handout Brainstorm …. Who could it be? Professional: Celebrity: Sports star: Ordinary person from NP: (someone whose family owns a farm, maybe??)
second, underlying message called a SUBTEXT suggested through the use of the symbols- -images, music, and/or special effects- Most copywriters will agree that the subtext, not the written message, is the real persuader.
SLICE OF LIFE . Slice-of-life ads tell a story, complete with characters, a setting, and a conflict. Mini-dramas Milk commercial taken to a new level people usually don't pay attention to milk until they run out of it. People prefer drinking milk rather than other beverages when eating chocolate chip cookies.
Remember the elderly lady and the cats? MwSzJQJs&feature=related MwSzJQJs&feature=related
LIFESTYLE concept for selling khakis? Short musical performances featuring young men and women wearing khakis while skateboarding, break dancing, and jitterbugging. Lifestyle does NOT focus on the product No celebrity Does not tell a story FOCUSES ON IMAGE THAT WILL APPEAL TO TARGET AUDIENCE
LIFESTYLE the image is attractive people having fun. The persuasive power of the ad lies in the depiction of the desired image. one year… sales soared 28 percent
DEMONSTRATION Any ideas??? Demonstration ads focus on the product, showing how it works Products? How can print ads use demonstration? What is the subtext? OUR PRODUCT WORKS
True/false…words alone do not sell a product? True again. The first step is identifying and learning about the target audience. The second step is developing a concept that the target audience will understand and appreciate. The third step is deciding which persuasive tactic --testimonial, slice-of-life, lifestyle, or demonstration--will best communicate the concept to the audience and motivate them to buy, and buy again, and buy some more.
Class work grade Let’s see how you do! JOBhBU&feature=related JOBhBU&feature=related =m4gJCavdE-Y =m4gJCavdE-Y xE91T6g&feature=relmfu xE91T6g&feature=relmfu zPx8zTc&feature=related zPx8zTc&feature=related
Can you guess? GuRIXsA&feature=fvsr GuRIXsA&feature=fvsr Presentation grade: Create a commercial handout Film/ present
REVIEW OF 4 TACTICS Testimonial feature an authority who recommends a product or service. Slice-of-life ads tell a story, complete with characters, a setting, and a conflict. Lifestyle focuses on an image that will appeal to a target audience. Demonstration ads focus on the product, showing how it works