Advertising Myths and Realities 2013

Types of ads  T.V. Commercials  Radio Commercials  Magazine Ads  Newspaper Ads  Billboards  Internet  Product Placement  Text Ads  Blimps/Planes

Target Groups  Parents  Teens  Kids  Retired People

Stated Message (actually said)  It cleans better  Most popular  Best seller  Great deal

Implied Message (hidden Message)  The look or sound of an ad

Goal of advertising = $$$  The goal is to separate you from your money

Exaggerated claims  Does what they say just not as well as they say  Save money live better…..  You’ll like the way you look, I guarantee it

Deliberate Deception  Lies told to sell a product  Nutella hazelnut and chocolate spread

Techniques  Celebrity Endorsement  Voice of authority  “Scientific” Evidence  Comparisons and Opinions  Demonstrations  Bandwagon Appeal  Romance/Sex Appeal  Maturity/Sophistication appeal

Celebrity Endorsement  Movie stars and athletes talk about how great the product is or how they use it themselves  If it is good enough for Justin Bieber it must be good enough for me!!!!

Voice of authority  Experts or authorities  Examples Tooth Paste- ”Dentists” Pain Meds.- “Doctors”

“Scientific Evidence”  Presents “facts” and statistics that support the product being sold  Often combined with the voice of authority approach to add creedence

Comparison Tests and Opinion Polls  Taste Tests  Shows that brand X is: Stronger, safer, lighter, less expensive than other similar products

Demonstrations  Intended to show how well a product works  Ex. Infomercials  Frequently rigged ads make the product look better than it is  Ex. Dishwashing soap, Window cleaners, floor cleaners, stain removers, dishwashers, vacuum cleaners, glue ect…

Bandwagon Appeal  Everyone uses this product why aren’t you!  Were #1 in the __________ business

Romance/Sex Appeal  Implies that the person using it will be more attractive by using the product

Maturity/Sophistication Appeal  If you buy this product you will be more grown-up, sophisticated and fasionable

Fun and relaxation appeal  Fun  Relaxation

Popularity appeal  Buying this will make you more popular

The Deal Appeal  Too good a deal to pass up  This deal will soon end  There is a limited supply

Knowledge is power  Understand the goal of ads = $  Try to buy what you really need