Taking a Closer Look at Advertising Let’s start off class with a short commercial… https://www.youtube.com/watch?v=3t6bLugtJkQ (1:13) This was a commercial from the car manufacturer, Chevrolet, in 2014 Why would a company that makes cars have an entire commercial based around a dog? You only saw the vehicle at the end of the ad for a few seconds… If so, what are they trying to sell? Take a moment to think…what do you think they were trying to sell in that ad beyond a vehicle? Ads sell IDEAS, just not PRODUCTS. The Chevy Ad was selling you the idea that: They are associated with “happy” memories, like owning a pet They are reliable They are dependable Their product will be with you for a long time! So what is advertising? Advertising is described as something that is trying to influence a person to “buy” a product, service, or an idea. It is something that promotes a product, usually be emotional, or persuasive means. It provides information, calling attention to, and makes something known that they want to sell Different forms of media are used for advertising purposes. Categories of Advertising Print Advertising Outdoor Advertising Broadcast Advertising Public Service Advertising Print Advertising If it is advertised on paper (newspapers, magazines, newsletters, booklets, flyers, mail, etc.) then it’s print advertising. Broadcast Advertising Applies to advertising that is commercial based, aired on: TV Radio The internet Also known as “on-air” advertising, as it creates revenue for commercial television, radio stations, internet sites, social media apps. Outdoor Advertising Describes a broad term – basically it is any type of advertising that reaches a consumer when they are outside. Examples include: Billboards Ads on vehicles Posters on buildings Can you think of any other examples? Covert Advertising Advertising of a product or brand that is embedded in entertainment and media. It raises awareness of the brand or name image, making it more recognizable to the target audience. Joey from the popular TV Sitcom Friends is wearing a Nike sweater. This is an example of covert advertising. Can you think of any examples of brands hidden in TV shows or movies that you’ve seen? So what’s the purpose of advertising? We know the general idea of advertising is to “sell” something, but what else? Advertising aims to: Increase the sales of a product or service Create or maintain a brand identity Communicate a change in an existing product line Introduce a new produce or service Convey a socially relevant message But did you know, understanding advertisements is a complex skill? Ads use a WHOLE BUNCH of different techniques to sell you there products Identifying techniques in advertisements helps us to understand and analyze them better Advertising Techniques Advertising companies use many technique to persuade consumers. Some techniques are language based Many are visual Let’s talk about the language based ones first. There’s a whole bunch: Bandwagon Glittering Generalities Testimonial/Endorsements Facts and Figures Snob Appeal Emotional Appeal Jingles/Slogans Fear Expert Appeal Name Calling Bandwagon A statement suggesting that everyone is using a specific product, so you should, too! It is in your best interest to follow the crowd – otherwise, you’ll miss out! Snob Appeal - Its message suggests: "Buying our product will make you better than everyone else.” - The opposite of bandwagon – tries to promote exclusivity. - Especially tries to appeal to wealthy people Testimonial/Endorsement A well-known person or a previous customer supports a product or service Because they use/buy/support this product, so should you! Jingle/Slogan A catchword or phrase loaded with emotion Jingle--A musical phrase the audience will remember Often sells through repetition Clever and easy to remember Stays with you a long time Often a melody you already know Expert Appeal Uses an expert to persuade the audience to buy the ad They are the “authority” on the product, and endorse it Emotional Appeal Usually based on imagery rather than information Attempt to achieve the advertiser's objectives by evoking strong emotional feelings (fear, anger, passion, etc.) Fear Persuades you by emphasizing the potential dangers and harm that will happen to you if you don’t: Buy their product Listen to their message Name Calling Advertises by putting down the other product Often starts brand wars Thinks Coke vs. Pepsi McDonald’s vs. Burger King Xbox vs. Playstation Glittering Generalities Employs “loaded” words and strong slogans to leave an impact on the audience. The words/ideas/messages are often vague The words/images aren’t explained Facts and Figures Uses stats and numbers to “prove” superiority May list “magic” ingredients that somehow make the product better than others So what are we doing today? You are going to take a look at numerous advertisements in a file on Edsby. You are going to identify what advertising technique that ad is using. Some may be using multiple different types of techiques!
