Common types of advertisement

By Dom Knowles

Anti-Racism Advertisement

Modern day racism/Racism in the past Strategy/method to approach

Empathy, Testimonial, before & after etc Poster, leaflet, online ad

etc

Target Audience

Youth, older people or everyone

Facts, statistics, real stories

Stats and figures about racism and it’s effects

Include real peoples stories about their experiences/thoughts

Modern/relevant topics of racism e.g. BLM, refugees

Older topics, segregation of blacks from white, slave trade

Shock factor

Include facts that may shock people

Real peoples stories that make others sympathize

Why is there still racism

Modern racism, how are people still racially abused

Racism towards refugees and people entering the country

Use personal pronouns to make it more personal and leave a lasting impact

Slogans• Racism: Spot it and Stop it.• How would YOU feel?• One Race. Human Race.• No one is born racist.• Racism is refuge for the ignorant.• Racism Has No Boundaries.• March Against Racism.• No Refuge For Racists.

“Empathy” Strategy The “empathy” strategy is a type of advertising that tries to develop the audience’s sympathy towards whatever is on the advertisement. An example of this is when charities or a non-profit organization may show images of suffering people or animals, the reaction to such images Is usually emotions of sympathy which helps them to sell their advertisement. This method is really popular and is effective at helping charities raise funds for their cause.

A simple design using the empathy strategy that I made to help support my argument about racism and how it is still relevant today. I used the quote “How would YOU feel” to give the advertisement a personal effect on the audience, it also makes people think deeper about how racism is more than name calling someone.

“Advice” StrategyThis is a lateral, “we can help you” ad strategy. Companies use this method to express the benefit of using their product or service. An example of this is how everyone needs to consume protein so you can sell more milk.

Another common advertisement that uses this method is those that try to help others quit smoking or drinking. A popular advertisement that pops up once a year is Stoptober which is a program that helps smokers to quit smoking within a month.

“Demonstration” StrategyThis type of advertising focuses on ways to show you their product or service in an obvious way via “demonstration”. An example of this is when Jean-Claude Van Damme performing the splits on 2 reversing Volvo trucks, this was to display the reliability and stability of Volvo trucks.

Demonstration and Testimonial strategies still remain the most effective and popular in the digital world.

“Testimonial” StrategyThe testimonial strategy is the method of using a famous face, celebrity or normal person to endorse/promote a product or service. A given example is how sports brands such as Nike and Adidas promote their products using famous athletes that will wear their product in public to have it noticed more.

When people see their favourite celebrity promoting and speaking about a product, service or problem they feel more likely to purchase or support the thing that they are promoting.

“Before & After” Strategy The before and after strategy is very popular amongst products that clean/refurbish existing items such as clothes, cars, laptop etc.Before and after is also used to show weight loss or after drug/alcohol rehab, dramatic results work well in promoting a specific diet plan or weight loss regime.

Although it can work well for some products/services it doesn’t work as well for others such as promoting television shows or insurance for example.

Posters