Advertising 101 by yd3cS507

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									    Advertising 101

         Want to know
       how to get people
to spend their money on YOUR
           product?
            Propaganda is…
• any ideas or beliefs that are intentionally spread.
• set of messages aimed at influencing the
  opinions or behavior of large numbers of people
• Deliberate attempt to get someone to agree with
  you or to coerce them into doing something.
• Telling only the side you want people to know.
• Appealing to someone’s emotions, not their
  intelligence.
          types of propaganda
1.   Bandwagon          6. Glittering
2.   Emotional appeal       Generalities
3.   Transfer           7. Pandering
4.   Repetition         8. Name-Calling
5.   Testimonial        9. Plain Folks
                        10. Scientific Approach
              Bandwagon
• persuading a consumer by telling them
  that others are doing the same thing
• in soft drink ads there will be many
  attractive young people having fun on a
  beach
• everyone else is using this product, so you
  should, too." Bandwagon ads exploit our
  desire to be part of the crowd.
  examples
         Emotional appeal
• words that make a consumer feel strongly
  about someone or something are used
• Ralph Lauren sells their perfume by
  showing a romantic love scene and just
  putting the word “romance” on the ad
                Transfer
• a product is sold by the name or picture of
  a famous person or thing, but no words
  from the person or thing
• political advertisements might use the
  American flag to help sell the product
               Repetition
• the product’s name is repeated at least
  four times in the ad.
• example: the Head-On commercial!
              Testimonial
• a product is sold by using words from
  famous people or an authority figure
• “Nine out of ten dentists recommend this
  type of toothpaste”
• A celebrity endorses a product, idea, or
  person.
Emotional appeal
Repetition
Bandwagon
Which technique?
         Which technique?
• vague, nice-sounding descriptions of
  things:
• “Have a lawn that makes you proud.”
• “Get the biggest and best for your money.”
• “…stronger, brighter.”
Which technique?
         Which technique?
• appeals to your sense of home and family
• “Lemonade, just like grandma used to
  make.”
• “The hearth-baked goodness of whole
  grain bread.”
• “It’s as American as apple pie.”
Which technique?
          Which technique?
• a direct line to your fear, anger, pity, or
  sense of humor
• “Don’t be bullied into paying more taxes
  than you need to.”
• “If you know the feeling of a dead battery
  on a lonely road, then buy…”
Which technique?
         Which technique?
• Since many people want to do what
  everyone else is doing, you are urged to
  hop aboard and join the crowd.
• “Be like all the others in your
  neighborhood and roller skate under the
  stars…”
• “Join the younger generation, vote for…”
Which technique?
          Which technique?
• One blames problems on a particular
  group, person, or idea.
• “I don’t want those big-mouthed kids in the
  library.”
• “Our downfall began under the other
  party.”
• “Your money problems are caused by that
  party.”
Which technique?
          Which technique?
• only presents one side and hides the
  other.
• only presents what is favorable or what is
  unfavorable, whatever helps their cause.
Which technique?
         Which technique?
• These refer to people who are either
  unnamed, unknown, or famous who have
  something to positive to say about the
  product, issue or candidate.
• Everyone is made to sound like an expert:
  “Most experienced mothers depend
  upon…”
• “These movie stars are voting for…”
Which technique?
          Which technique?
• Tests, statistics, survey, and pseudo-
  scientific jargon (wording) are used to
  sound convincing.
• “Four out of five dentists use…”
• “Research shows that…”
• “The polls show our candidate ahead.”
Which technique?
          Which technique?
• These give the impression that people of
  elegance, wealth, good taste, and
  intelligence will buy the product or vote for
  the issue or candidate.
• “When only the very best will do, buy…”
• “People of status will vote for…”
Which technique?
          Which technique?
• groups things for a stronger effect.
• The following combinations of traits do not
  necessarily go together.
• “young and joyous,”
• “thick and juicy,”
• “old and wise.”
Which technique?

								
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