Direct, Intentional Message

What is the ad’s direct, intentional message? What is the writer trying to tell you, persuade you, or get you to believe? (This will be more complex than the obvious message “hey, buy this product.”) Q: What does this mean? A: Marketers will try to get their message to the consumer in several ways. Q: Are the advertisers trying to inform you? A: Marketers may use a low-key approach that simply provides basic information about a product. Q: Persuade you? A: Marketers may use blatant appeals that try to convince customers to purchase a product. Q: Convince you? A: Marketers may include direct comparisons between the marketer's product and its competitor's offerings

Types of Advertising Product Oriented ◦ Most advertising spending is directed toward the promotion of a specific good, service or idea, what we have collectively labeled as an organization's product. ◦ In most cases the goal of product advertising is to clearly promote a specific product to a targeted audience. Image ◦ Does not focus on specific products ◦ Presents what an organization has to offer. ◦ If products are mentioned it is within the context of "what we do" rather than a message telling the benefits of a specific product.

Types of Advertising Advocacy Advertising ◦ Advocacy: giving aid to cause: active verbal support for a cause or position ◦ Used by organizations to send a message intended to influence a specific targeted audience. ◦ In most cases there is an underlying benefit sought by an organization when they engage in advocacy advertising.

Your Turn! Let’s go back and look at the Chrysler commercial. As you watch the commercial, keep track of the following: What is the ad’s direct, intentional message? What is the advertiser trying to tell you, persuade you, or get you to believe? (This will be more complex than the obvious message “hey, buy this product.”) It could be any of these or a combination of these.

Teacher Example This commercial’s direct message is to persuade the consumer that if he/she buys this car, they are making an investment in Detroit, in Chrysler, and in America. The information given does not focus on the vehicle, but the techniques used allude to the toughness of the car, the toughness of Detroit and the makers of the car, and consumers will not be disappointed with their purchase. They are really trying to sell an image, and if I buy this car I will a part of history and part of the comeback for Detroit and the citizens of Detroit.

#4 Explain how effective this as was at communicating its intentional message. Consider in your answers whether or not you are part of the target audience for this ad. Answer these questions: On a scale of 1-10 (1 = not, 10 = very), how informative was the ad? ________ What about the ad makes you think this? On a scale of 1-10 (1 = not, 10 = very), how persuasive was the ad? _________ What about the ad makes you think this? On a scale of 1-10 (1 = not, 10 = very), how emotional or entertaining was the ad? _________ What about the ad makes you think this?

On a scale of 1-10 (1 = not, 10 = very), how informative was the ad? 2 ________ What about the ad makes you think this? Aside from saying Detroit has been to “hell and back” and that the car is made in Detroit, no other information is given about the car, so it is not very informative. On a scale of 1-10 (1 = not, 10 = very), how persuasive was the ad? 10 _________ What about the ad makes you think this? Even though there is no information about the car, the music, images, and tone of the speaker makes me want to buy this car and be a part of this-it’s more than just a car. This idea of being part of something bigger persuades me to buy the product. On a scale of 1-10 (1 = not, 10 = very), how emotional or entertaining was the ad? 10 _________ What about the ad makes you think this? I thought this commercial gave viewers a lot to look at; the images were layered and seemed to define the city. They are hard workers, they appreciate different types of art, and they have different types of entertainment; it’s a diverse city. All of this contributed to the emotional value of the commercial; it’s inspiring.