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Modern AdvertisingKerri Joyce
What is an Advertisement? Usually a paid form of
communicating a message by the use of various
media. It is persuasive, informative, and
designed toinfluence purchasing behavior or
thoughtpatterns.
WWII Aftermath: After and because of World War II, the United States had 65% of the world’s industrial
capacity. By the 1950s, industrial giants were concerned that Americans had bought all their products and would stop buying, thus wrecking the consumer economy. Out of this, two strategies evolved.
One was designing products that would soon be either outdated or break down, forcing the consumers to keep buying.
The other was pushing advertising to a new level of intensity. Advertising agencies hired psychologists to design new strategies for boosting sales. Television was central to this, since consumers no longer had to go to the advertisers. Now advertisers could impose themselves into viewers’ homes every time they turned on the TV.
Vance Packard’s book, The Hidden Persuaders, exposed many of the new strategies advertisers were using, including the alleged use of subliminal advertising, ads that would work beneath the conscious brain to influence people. For example, movies, which show 24 frames per second, purportedly would use one frame to display a picture of a soft drink, subconsciously enticing viewers to get up and head to the concessions stand.
Despite Packard’s expose, advertising has grown and flourished ever since.
Subliminal messages in Advertising:
Straightforward vs. Hidden message
Straightforward vs. Hidden message
How Advertising Appeals - EmotionAds that manipulate emotions
Offer wishful thinkingFlatteryRidiculeThe ooooh, aaaaaah factor
Emotion:
How Advertising Appeals – Avante GardeUsing the product puts you ahead of the times
Ahead of othersBe the firstLook aheadBe progressiveLimited
Avante-Garde:
How Advertising Appeals - BandwagonImplies that it is widely used
Encourages joining the crowd
Everyone is doing itEveryone is using itJump aboard
Bandwagon:
Note: Often includes both genders, various ethnic groups and different ages
How Advertising Appeals – Brand LoyaltyRelies on their reputationRecognisable logoRecognizable colorOften need no words to identify
Brand Loyalty:
How Advertising Appeals - HealthOffers idea of wellnessOffers idea of fitnessGood for heartMake you healthierHelp lose weight
Health:
How Advertising Appeals – Music and SlogansTunes & SongsBeatsJinglesRhymes
Music and Slogans:
How Advertising Appeals - RewardsSomething free◦Toy in the box◦Points◦More product◦Buy one get one
Rewards:
How Advertising Appeals - ScarcityLimited timeLimited number
Scarcity:
How Advertising appeals - ScienceStatisticsFactsChartsGraphsOutput dataDangers
Science:
How Advertising Appeals - SensesUses SmellTouchSoundSightTaste
Senses:
How Advertising Appeals - Sex
Nudity, partial or moreSexually SuggestiveBody positions, jewelry, gestures
that suggest sexWordsThis is one of the most widely
used appeals in advertising. It often is more focused on females, but males are also used.
Sex:
How Advertising Appeals - ElitismBe part of an elite groupBetter than mostLuxurious/gold, diamondsGlamorous/streamlinedHigh profile life styleWealthy
Elitism:
How Advertising Appeals - TestimonialsPromotes with famous people
Sometimes ordinary people
Big groups
Testimonials:
How Advertising appeals – Wit and HumourMakes you laughEntertainsPictures, words, gesturesPuts a smile on your faceMakes you feel good
Wit and Humour:
What to Remember:
Most ads consist of 3 or more techniques
Not everyone sees the same things
Understanding techniques helps you be a smarter consumer.
Practice:Name the techniques you see in the following ad
Can you identify the product by the picture?
How does the ad make you feel?
What are they saying about their product?
How effective is the ad?
Now to Design your own Advertisment:In groups of 2 or 3 you are to
design a print based advertisement for a common household product
You are to use at least three of the mentioned appeals
You are to create an original name and slogan for your product
You are to present your advertisement on a PowerPoint presentation and in hard copy
How to Design your own Advertisment:On your PowerPoint presentation you are to
include:The advertisement on page one.The slogan on page two and two paragraphs
explaining why you chose it.The appeals you used on page three and a
paragraph on each appeal explaining why you selected it, as well as the positive and negative aspects of the appeal.
On page four you are to outline your target audience and how that can be seen in your ad as well as what aspects individual group members contributed.
Now to Design your own Advertisement:You will have three lessons to complete
this task and one lesson to present your PowerPoint presentations.
You will be assessed on the following criteria:
4. Work constructively with others.5. Demonstrate understanding and
appreciation of text structures and features.
6. Plan, organise and complete activities.10. Communicate ideas and information.
GOODLUCK!