Transcript Advertising

Advertising
• The typical person sees 250 commercial
messages daily and more than two million
of them by the time he or she is twenty-five
years old.
• Studying advertising and the strategies used
by advertisers helps us to become more
critical, insightful, and selective consumers.
• When it comes to commercial ads, for the
most part, skepticism is a virtue.
Advertising II
• In broad terms, advertising uses
promotional techniques to persuade people
to purchase products or services.
• The American Marketing Association’s
definition is “any paid form of nonpersonal
presentation and promotion of ideas, goods,
or services by an identified sponsor.”
Some Defenses of Advertising
•
1.
2.
3.
4.
Defenders of advertising claim that it provides
many benefits:
Employs a large workforce of writer and
producers.
Informs consumers about health and safety
issues.
Informs consumers about new treatments for
medical problems.
Proponents of advertising claim that advertising
stimulates competition and fuels our massconsumption economy, raising the standard of
living for everyone.
Criticisms of advertising
1. Advertising is intrusive
2. Advertising demeans and corrupts culture,
making citizens materialistic. By
encouraging consumers to measure their
worth solely by what they have rather than
who they are, undermines society.
3. Advertising is a manipulative, deceptive
process.
• College students usually say that advertising
does not influence their decisions.
• However, studies show that ads can increase
sales of certain products.
• Most Americans see ads as something thing
they can easily tune in and out.
• Advertisers want us to believe that. They
want to subtly influence us.
• The majority of things we buy- toothpaste,
toothbrushes, and so forth are pretty much
the same. They share the same marketing
techniques, manufacturing techniques, and
use the same technology. The only
difference may be how it is presented.
Strategies used in advertisements
1. Humor
2. Catchy Slogans and Jingles
3. Fears of Rejection and Hopes for Acceptance
and Approval
4. Emotive Words
5. Weasel Words
6. Fine-Print disclaimers
7. Puffery
8. The Promise of Sex
9. Enviable situations
10. Enviable People
11. Compliments
Political Ads
• Political advertising, truthfully and honestly
made, can be important to democracy.
• The high costs of ads can limit political
competition to the wealthy, or people who
promise to compromise their integrity on
certain issues to get campaign contributions.
• Images and text can be designed to appeal
primarily to emotions rather than to reason.
• Political ads can appeal to bias, fear,
hostility, and prejudice.
How effective is advertising?
•
•
1.
2.
3.
4.
5.
Please get in your groups, look at the handout
and determine how many jingles you can match
with a product or company.
If time allows, work as a group to think of one
ad that you have seen for each of the following
strategies:
Humor
Catchy Slogans and Jingles
The Promise of Sex
Enviable Situation
Enviable People