Transcript Advertising “Tricks of the Trade”

Advertising
“Tricks of the Trade”
Entrepreneurship 12
Introduction
 Advertisers
use many different methods to
get consumers to buy their products.
Often, what they try to sell is less the
product itself, and more a lifestyle or
image.
 Here
are some advertising “tricks of the
trade”
The Cool Factor/ Excitement
 By
associating celebrities and “ideal”
people with fun, excitement and attitude,
advertisers work hard to convince
consumers that their product is cool
Example of
The Cool Factor/ Excitement
Celebrity Endorsements
 Magazine
photos of musicians, models
and actors to promote a product. Some
people may believe that by using products
like a celebrity they may in some ways be
successful like the celebrity.
 For Example, Jessica Simpson as a
spokesperson for ProActive.
Celebrity Endorsement Queen
Latifa
Dreams and Insecurities
 Playing
on insecurities about body image.
 Ads geared to young men use rugged,
independent, masculine-looking models.
Ads geared toward women tend to have
slim, tall women.
 Also playing on things you fear may
happen
Example of
Dreams and Insecurities
Example of
Dreams and Insecurities
Facts and Figures
 Using
statistics and “pseudo-science” to
give the impression that something is safe
or popular.
 An
example is, “Four out of five dentists…”
Example of
Facts and Figures
Friends, Fun and Excitement
 Images
of people having lots of fun while
using a certain product.
 For example, images of happy smokers at
parties, in restaurants and even in the
great outdoors reinforce the connection
between smoking and good times.
Example of
Friends,
Fun and
Excitement
Example of
Friends, Fun and Excitement
Humour
 Using
tongue-in-cheek humour to attract
customers.
 For example, because smoking is
becoming less acceptable in society,
humour in tobacco ads frequently pokes
fun at non-smokers, or at those who feel
that smoking is unhealthy.
Example of Humour
Example of Humour
Example of Humour
Keeping up with the Joneses
 Ads
that try to attract people by appealing
to their desire to have what other people
have.
Music
 Advertisers
often use catchy music in
advertisements that make you associate
their product with a tune or song.
Product Placement
 Cigarette
ads can pop up in the most
unusual places, such as video games.
 This is especially true of racing or driving
games, where players drive by virtual
“billboards” advertising cigarettes.
Example of
Product Placement
Scale
 Advertisers
will often use tricks of scale to
make their product look bigger – and
hence more appealing.
 This is commonly done in make-up and
fragrance ads where the product is larger
than it would be in real life.
Example of Scale
Example of Scale
Slogans
 Advertisers
often use catch one-liners that
stick in your mind the same way a song or
jingle would.
Slogan Samples
“Reach out and touch someone.”AT&T
 “The quicker picker-upper.”Bounty
 “Have it your way.”Burger King
 “Where do you want to go today?” Microsoft
 “It's Miller time!”Miller
 “It's everywhere you want to be.”Visa
 “Drivers wanted.”Volkswagen

Analyze 5 magazine
advertisements
1.
2.
3.
4.
5.
6.
What is the product being
advertised?
What “Trick of the trade” is
being used?
Explain how this “Trick of the
Trade” is being used.
What demographic is
targeted in the ad? (Age,
sex, marital status, family
size/ stage)
Did the ad convince you to
buy this product? Why or
why not?
What changes could be
made to this ad to market to
a different age group?
Specify the age group.
Tricks of the Trade:
 The Cool Factor/
Excitement
 Celebrity
Endorsements
 Dreams and
Insecurities
 Facts and Figures
 Friends, Fun and
Excitement
 Keeping up with the
Joneses