advertisement techniques

Document Sample
advertisement techniques Powered By Docstoc
					Aggressive Marketing/Advertising Techniques:
  -   Uncle Toby‟s “Grinners” TV advertisement: Contemporary themes like computer games
      were used. Characters appear to capture real strawberries Glossy appearance and use
      of nature as a theme makes the food look fresh. The food being unhealthy is irrelevant.
  -   An advertisement inserted within a program. Psychologists see an ethical problem of
      showing an advertisement with a well known character. CC‟s used the Simpsons in an
      advertisement. Children can not differentiate between advertisements and programs
      when they are mixed. It is approximately at the age 8 that they gain the ability to
      differentiate the two media.
  -   Making a promotional product (such as a toy) more prevalent in an advertisement than
      the main food.
  -   Processes around food are also used to socialise children. Advertising that undermines
      the use of mealtimes to foster good social behaviour and positive interactions will be
      resented. “More positively, an awareness of the ways that families use eating for these
      purposes can be used to enhance the value placed on types of food by parents, and
      increase the effectiveness of advertising.” The whole social system of a how a child will
      respond need to be considered for an advert to be successful, and this social system is
      mostly influenced by the way the family and peer group operate. (Smith 1997)
  -   It‟s important to provide children with variety of new foods so that they will not get bored
      – which then becomes variety for the parents too. Pizzas are one such successful food
      that can keep changing and be liked by both family members.
  -   Girls relate to boys but not vice versa.
  -   Maintaining a child‟s insecurity (eg that promote thinnes in girls and aggression in boys)
  -   Page 23 (Smith 19997)
  -   Advertising needs to sue universal themes and a slick presentation. “Children‟s primary
      response to advertising is emotional, and that is what enduring themes tap into.” (Smith
  -   Universal themes:
            a) Kids in control (Often feeling overwhelmed in the world, kids want to make their
               own choices and have their own money). It could be manifested as:
                    i)      Pulling the strings (fooling or winning one over the adult)
                    ii)     Feeling intellectually clever (showing it off is more important, so TV
                            shows and computer game magazines give small bite-sized
                            packages of information like facts or jokes. Eg Kids know dinosaurs
                            more than their parents.)
                    iii)    Mastering a skill (kids love a challenge, seeing people, especially
                            children, master a skill, like a construction set, cartwheel, making a
                            sandwich, using a magic toy set. Kraft ran “design a sandwich”
                            competition. Being fit is definitely cool. Using a sports star.)
                    iv)     Winning (“The ultimate proof of being in control is winning.”
                            Overcoming an obstacle or challenge to win – having earned it. Win
                            by strength, practice or ingenuity – like walking across a ceiling like
                            Spiderman to get a cheese or toasting a sandwich with an iron.
                            Have an audience validate the win – applause.)
            b) wanting to be older
                    i)      Doing adult things (mobile phones are a „must have accessory‟,
                            bikes give independence, make the product as close to the adult
                            version as possible and not kiddie-like)
                    ii)     Imagining you‟re older or someone else (a character like a rock star
                            or batman, that kids have seen on screen. Show kids as being
                            smarter than adults, in control and clever just as in sitcoms where
                            kids are adult-like and adults are reduced to being childish. Having
                            their own place to do what they want. Barbie has this independence
                            and allows the child to project their aspirations onto the doll.)
            c) social acceptance
                    i)      having friends or being part of a group (Security of a group and
                            being twins, and being able to choose their favourite individual
                            within the team like Donatello in Teenage Mutant Ninja Turtles.
                            Clever anti-smoking campaign defines the group to be with
                            “Nobody wants to date a smoker any more.”)
                    ii)     Impressing friends (especially important to be first or the only one
                            to have something).
                    iii)    Not sticking out (“Give them a chance to be individuals, within an
                            accepted structure of what‟s currently popular – familiarity with a
                            twist.” Spice Girls conformed to what was popular but each singer
                            had their own identity. Kids can identify with a particular character
                            and like the security of the group.)
             d) precious possessions
                      i)     ownership, hoarding collecting (“Children love owning, organising
                             and gazing at their personal possession. Little shelves and boxes
                             are desirable.”)
                      ii)    privacy, personal property (Kids love hiding away and personalising
                             their possessions. Their bedrooms and tree houses are their
                             sanctuary – which offers manufacturer opportunity to decorate their
                             rooms. Secrets & secret diaries, finding something secret or
                             hidden, “getting their own mail, joining clubs.” Having their name on
                      iii)   mothering, grooming (Especially girls love having pets or dolls to
                             care for.
                      iv)    kid size (Miniaturisation of everything. Kinder Surprise is partly
                             popular from being kid‟s size.)
             e) Good vs Bad (Kids love to see the clash between Good and Evil and love being
                 scared (not frightened), and would like the baddies to win once in a while.
                 Disgusting elements & use of the body's digestive system.
    -    Interaction (Something to copy and take with them. "Children remember what they see
        rather than what they hear.")
             a) Action (cool handshakes, funny walks, wing-flapping of chicken tonight.)
             b) Words (Older children love word play. Invent new words, use repetition, jokes,
                 mannerisms, a catch-phrase or a pun. Use a child's voice [but not childish talk]
                 over or a funny accent. Kids watch out especially for catch phrases such a at
                 the end of the advertisement. Product names have to imaginative.)
             c) Music (music has a broad appeal and is an integral part of children's lifestyle.
                 Children singing along help the association of the advertised product.)
    -   Lots of action / detail (children get bored easily and have a short attention span.
        Everything needs to be like the activities in a playground - short and fast paced,
        continually moving with lots of features, small touches and fun detail - children notice
        details more than adults. Start and/or end an advertisement with something eye
        catching like a shout or a visual trick. Too much detail on the surface can be
        overwhelming though and they like a beginning, middle and an end.)
    -   Fun (slapstick, poking fun at authority figures, surprises, unusual walk or dress, funny
        costumes or disguises, incongruous things.)
    -   Pitfalls
             a) Boring (lengthy dialogue, slow or complicated stories)
             b) Patronising (underestimating children or pretending to be one of them)
             c) Out of Date (trends, especially in language)
             d) Ubelievable / stupid
             e) Relying on voiceover alone to deliver a message
             f) Poor production values, poor casting (ie too young, too many girls, perfect
             g) Over-complicated (kids are more knowledgeable than we were, but not
                 necessarily more nature).

Packaging strategies
Insert diagram at page 121 (Smith 1997)
    - Illustrations were successful if they were playful, used multiple colours, bubble
         typography. Realistic illustrations were deemed boring and as adult. Illustration was
         preferred to photography.
    - Characters were intimately linked to the product, their main characteristics (eg flavour or
         physical attributes). Older children are more cynical about licensed characters. The
         popular appeal of characters drops off between ages 6-9.
    - Packaging is successful if it considers:
             a) impact (brightness, speed and movement)
             b) a friendly and inviting personality and the possibility of a long term relationship
                 with the product
             c) a lot of detail to examine and dream about
             d) a relevant proposition that is not „babyish‟ or patronising
             e) honesty (a clear product proposition, flavour coding, genuine and meaningful
             f) focus on taste and delivery (fruitiness, chocolate appeal)
             g) design and advertising working in synergy

Description: This is an example of advertisement techniques. This document is useful for conducting advertisement techniques.
Mary Jean Menintigar Mary Jean Menintigar