The Math and science of advertising claims 2015-16 nature Sunday academy program
What is advertising? a form of marketing communication used to persuade an audience to take or continue some action, usually with respect to a commercial offering.
Does advertising matter? >Most people believe that they are not influenced by advertising claims and they make their buying decisions based on their needs not the advertisement. >That is what the advertisers want you to think. >Well designed advertisements can have dramatic effects.
Persuasive techniques in ads Advertisers want to give you the impression that their product is superior to the others. In reality, most products are identical. If a product is truly better, it will say so and prove it. There is a narrow line between truth and falsehood in the careful choice of words.
Parity products Products in which most brands are identical Items such as gasoline, sodas, soaps, headache and cold medicines Companies spend most of their advertising budget on these products to convince you that their product is superior to the others when it is really just the same.
Best vs better Best – if all products are identical, then they are all superior, therefore the claim that a product is the “best” is true because it is just as superior as the other identical products. When a product says it is the “best” it is saying it is the same as the other products. Better – if a product claims it is “better” than the others it must actually be superior to the others and will offer some evidence that this is true.
The illusion of superiority To create the necessary illusion of superiority, advertisers usually resort to one or more of the following ten basic techniques. Each is common and easy to identify. Let’s take a look.
#1 the weasel claim #2 the unfinished claim Using words that appear substantial but are really hollow and meaningless. >Listerine “fights” bad breath >leaves dishes “virtually” spotless >NESTLÉ’S cocoa is the “best” Claims the product is “better” or has more of something but doesn’t finish the claim. >magnavox gives you “more” >scott makes it “better” for you >ford ltd – “700%” quieter
#3 “we’re different and Unique” #4 “water is wet” claim A claim that states there is nothing else quite like our product. >cougar is like no one else’s car >if it doesn’t say goodyear, it can’t have polyglas Claims that something is true about their product which is true for every other product as well >mobil, the deterGent gasoline >greatlash mascara increases the diameter of every lash
#5 “so what” claim #6 the “vague” claim A claim that is true but gives no advantage to the product. >geritol has twice the iron of ordinary supplements >Campbell’s soup gives you not one but two chicken stocks A claim that is unclear but uses colorful meaningless words similar to the weasel. >lipsavers are fun >for skin like peaches and cream >end the meatloaf boredom
#7 endorsement or testimonial #8 scientific claim When a celebrity or authority lends its star quality to endorse a product. >Lebron james – sprite lebron edition >Jordan and bird – playing horse for mcd’s > Tiger woods – nike golf Contains some form of scientific proof or experiment to sound impressive >wonder bread helps build strong bodies in 12 ways >special morning – 33% more nutrition
#9 compliment the consumer #10 the rhetorical question A claim that butters up the consumer a form of flattery. >you pride yourself on good home cooking.. >the lady has taste… >you’ve come a long way baby… A technique that demands a response from the consumer to affirm the product >shouldn’t your family be drinking Hawaiian punch? >Plymouth – isn’t that the kind of car America wants?
The activities Now that you are an expert in advertising techniques, you will test your skill vs various products to test their claims. Actvity 1: what advertising technique is used? Activity 2: The More Cheese Sauce claim Activity 3: The 50% stronger claim Activity 4: the oreo test claim Activity 5 : the paper towel claim