Presentation on theme: "Be a Healthy Consumer. Advertising is a form of selling products and services. An advertisement (ad) is a paid announcement about a product or service."— Presentation transcript:
Advertising is a form of selling products and services. An advertisement (ad) is a paid announcement about a product or service. Ads appear online; on television, radio and billboards; and in magazines and newspapers. A commercial is an advertisement on television or radio.
Companies spend lots of money to place ads in the media. People who create the ads carefully develop them to appeal to the wants and need of a certain audience. Many ads are designed to influence a person’s feelings as to what life will be like with a certain product. Advertisers use their logos as a form of advertising. They pay celebrities to wear their logos during sporting events and social events.
1. “I’m Lovin’ It” 2. “Just Do It” 3. “Breakfast of Champions” 4. “Like A Rock” 5. “Your in Good Hands”
One way to avoid being manipulated by advertising is to recognize the ten advertising appeals that companies often use.
Brand loyalty appeal tries to convince a person that one brand is better than the rest. False image appeal tries to convince people that they will have a certain image if they purchase a specific product or service. Bandwagon appeal implies that everybody else is using a particular product or service.
Humor appeal contains a catchy slogan, jingle, or cartoon that gets attention. Glittering generality appeal includes a claim that is exaggerated to appeal to an emotion. Scientific evidence appeal includes results of surveys and laboratory tests.
Progress appeal emphasizes that a product or service is “new and improved.” Reward appeal offers a special prize, gift, or coupon when a product or service is purchased. Sex appeal hints or says that a product or service will make a person sexy or attractive to a member of the opposite sex. Testimonial appeal uses a spokesperson who names the benefits of a specific product or service.