Advertising

This is an introduction to your Advertising Unit In the unit you will learn how and why advertisers influence an audience. Your assessment will be an analysis of two print ads and an ad you create in pairs.

Skills you will develop You will be able to… Identify message, audience and purpose in an ad. (MAPS) Use annotations to show you are reading for meaning. Analyse in groups and individually the use of language and visuals to persuade the specific audience to buy. Use metalanguage appropriately to explain your thinking. Produce a print ad that demonstrates your knowledge and understanding of language and purpose for a chosen audience.

SEE/THINK/WONDER What do you see? I see …. (Describe it) What does it make you think? I think that… What does it make you wonder? I wonder if/why…

What is advertising? Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase.

What is the purpose of this ad? What does McDonald’s want you to think about their brand?

Creative Hunt What is this? What is especially clever about it? What is creative about it? JUST DO IT

“Branding” A brand is the indentify of a specific product, service or business. A brand can take many forms, including a name, sign, symbol, colour combination or slogan. A legally protected brand name is called a trademark.

Branding Name three brands and explain how they portray themselves. BrandPublic image

Endorsement What is endorsement? 1. With the person next to you quickly come up with your own definition.

2. Now write down this definition from the Oxford Dictionary. (It will be useful later on) endorsement an act of giving one's public approval or support to someone or something. a recommendation of a product in an advertisement.

3. With the person next to you come up with an endorsement deal and a SLOGAN for each of these celebrities. Make it interesting! Nothing too obvious like “footy” for Ben Cousins. Ben Cousins. Charlie Sheen Justin Bieber Katy Perry Brangelina Choose your best one to present to the class.

Target Audience When creating an advertising campaign, the advertisers decide on a target audience. A target audience is the primary group of people an advertising campaign is aimed at appealing to. E.g: A certain age group A certain gender A certain marital starus

The Hook The hook is a clever phrase or catchy jingle that catches the target audience’s attention, creating interest in the ad and the product.

Appeals Advertisers try to sell to consumers by using ‘appeals.’ Desirable qualities in media messages try to make products appear more attractive and appealing. Some appeals include…

1. Bandwagon: to convince you that everyone is using a particular product and that you should too. 2. Brand loyalty: to convince you that one brand is better than the rest 3. Progress: emphasises that a program is “new and improved”

4. Testimonial: Celebrity endorsements stick in peoples minds, so even if we know better than to buy something just because a famous person claims to like it, we nonetheless remember the pitch and the product.

6. Evidence: includes results of surveys and tests 5. False Image: to convince you that you will have a certain image if you use a specific product 7. Health: implies or states that the product will make you healthy

8. Romance or sex appeal: tries to convince you that others will find you irresistible if you use a specific product 9. Reward: offers a special prize, gift, or coupon when a specific product or service is purchased

10. Emotional appeals are advertising techniques in which the advertiser tries to play up on the emotions of the audience. One kind of emotional appeal is the fear appeal, where the advertiser implicitly or explicitly draws upon people's anxieties to sell a product.

11. Repetition: One of the most simple techniques used by advertisers is repetition. Advertiser create repetition by running an ad frequently. When it comes time to make a purchase, and the name of one of the products on the shelf has been repeated to the consumer many times, that product might just stand out enough for the consumer to choose it. 12. Use of Humour: Of course, one of the most effective ways to get the audience's attention is to be funny - if the attempt works and doesn't misfire. Humour is one of the best ways to break through the "noise" of all the competition advertising messages out there and get people to pay attention to the sales pitch.

Logos 3. WITHOUT YELLING THEM OUT(!!!), identify these logos (again, don’t yell them out!) Write them down in your books…

SLOGANS A short, memorable advertising phrase that often appears in advertisements.

Jingles

A jingle is a short tune used in advertising and for other commercial uses

7. Why are jingles so effective?

8. So there are some advertising techniques that are used. Can you think of any others?