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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