Transcript
Page 1: Advertising - aims and tactics
Page 2: Advertising - aims and tactics

Advertising aims basically at two things:

INFORM people about a product, a service…

PERSUADE people to act

First advertisers want our attention. Then they keep us interested to a point we are made to believe we really need something. Finally this will make us buy a certain product.

AIDA MODEL

Page 3: Advertising - aims and tactics

1 Appealing to our basic needs

Commercials often try to make you feel good about yourself or make you wish you were as “perfect” as the people portrayed.

Page 4: Advertising - aims and tactics

2

Ideal families are all attractive and pleasant looking – and everyone seems to get along! People tend to identify with them and wish they were themselves like that.

Emotional ambience and family fun

A product is shown as something that brings families together, or helps them have fun.

Page 5: Advertising - aims and tactics

3 Do you look good enough?Advertisers try to convince you that if you don't use

their products, you look a bit strange, old, too fat… Most people depicted in ads are young, healthy, attractive…

Exploiting people’s fears and making them self-conscious often does the trick.

Page 6: Advertising - aims and tactics

4 Star Power & Testemonials

One of the tactics is to have famous people or cartoon characters advertise the product. If celebrities testify that they use the product, then so should you.

Page 7: Advertising - aims and tactics

5 Colour & Visual effects

Illustrations, pictures… are visually inviting and easy to understand. They are used to break up and supplement the text.

Visual effects are more appealing and memorable because they are either funny or shocking.

Page 8: Advertising - aims and tactics

6 Facts & Figures

Facts and statistics are often used to enhance the product's credibility.

Page 9: Advertising - aims and tactics

7 Put DownsAdvertisers tend to compare and put down their competition's product to make their own seem better.

8 BandwagonJoin the crowd! Don't be left out! Everyone is buying it: aren't you?

Page 10: Advertising - aims and tactics

9 SloganThey are claimed to be the most effective means of drawing attention to one or more aspects of a product – they should be suggestive and catchy.

Page 11: Advertising - aims and tactics

10 Sex sells Sexually charged images help selling a wide range of products.


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