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					Advertising – Definitions
   and Techniques
         English 9
        What is Advertising?
 The act or practice of calling public
  attention to one's product, service, need,
  etc.
 Advertising communication is one-way.
 Not all advertising is “selling” something
  you can purchase – some ads sell ideas or
  viewpoints
Where do you find advertising?
 Mass Media – Tools that deliver messages
 to lots of people
     TV
     Radio
     Magazines
     Internet
     Newspapers
     Others?
Where do you find advertising?
 Targeted media – Tools that reach certain
 specific people
     Mailings
     Email
     In-store announcements
     Billboards
     Buses
     Others?
Where do you find advertising?
 Product Placement – Products themselves
 can act as advertising
     Products in movies
     T-shirt logos
     Vending machines
     Video Games
     Others?
   How does advertising work?
 Advertising works
  consciously
   You already know you
    need something
   Ads inform you of a
    product’s features,
    which you may find
    desirable
   The next time you go
    to buy that item, you
    chose the brand you
    saw advertised
   How does advertising work?
 Advertising creates a
  new need
   The ad starts by
    convincing you that
    you need something
    you didn’t know you
    needed before
   Then the ad shows
    that their product will
    fill that need
How does advertising work?
              Advertising works
               subconsciously
                By creating a positive
                 image or association
                 in your brain,
                 advertisers get you to
                 “like” a product
                The next time you
                 shop, you
                 unconsciously grab
                 that product because
                 of the positive
                 association
      Advertising Techniques
 Advertising uses several different, distinct
  techniques to create that positive
  association
 Most ads use several techniques at once
 REMEMBER – These techniques work
  subconsciously. No one would ever say,
  “Brett Favre likes these jeans, so I will
  too.” It’s all about positive associations.
 Advertising Techniques, cont.
 Bandwagon – Everyone is doing it
 The ad creates a positive connection by
  showing that the product/service/idea is
  widely used and widely accepted
 Why would everyone be using it if it wasn’t
  the best?
 Bandwagon Example
Advertising Techniques, cont.
                Plain Folks – Speak
                 to people in plain and
                 simple terms
                The ad uses simple,
                 common language,
                 images, and content
                 to appeal to the
                 average person
                Let me explain this to
                 you in terms you
                 would understand.
 Advertising Techniques, cont.
 Testimonial – Someone important or
  famous says you should buy our product
 The ad uses a celebrity or expert that
  endorses the product or service, either
  directly or indirectly
 You like or trust me, and I think the
  product is great.
 Testimonial Example
  Advertising Techniques, cont.
 Science/Statistics –
  These numbers prove
  you need our product
 The ad uses science,
  scientific language, or
  statistics to prove their
  product is good
 Even if you don’t
  understand what we’re
  talking about, we sound
  really smart and credible.
 Advertising Techniques, cont.
 Transfer – Associating products with
  something you like or value
 The ad couples the product with
  something desirable – sex appeal, humor,
  patriotism, sports, video games, whatever
  – so a positive feeling is created for the
  product
 You like this, right? Then you’ll like our
  product, too.
Transfer Examples
            What’s the big deal?
 Advertising affects all of us, whether we realize it
  or not. It affects…
      What we spend our money on
      What we find to be “cool”
      What we find attractive
      How we view genders, races, and other stereotypes
      Our health, happiness, and well-being
      How we think people should act
      Our culture in general
     So, How Should We Handle
            Advertising?
 If you understand how an ad is supposed
  to work, you won’t be “tricked” into buying
  or believing things you don’t want to.
 We will practice analyzing ads – we will try
  to figure out how they work and how they
  can affect you so you can make conscious
  choices.

				
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posted:12/11/2011
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