Transcript Advertising Types and Techniques

Advertising Types and
Techniques
Social
Networking
and
Advertisement
Social Networking Statistics
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http://www.statisticbrain.com/socialnetworking-statistics/
http://www.digitalbuzzblog.com/social-mediastatistics-stats-2012-infographic/
Types of Advertising
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Television
Infomercials
Radio
Online
Billboard
In Store
Print
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Magazines
Newspaper
Classified
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Mobile Ads
Celebrity Branding
Corporate Sponsorship
Covert
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Product placement
Brands
How does advertizing impact
you?
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"I can ignore most advertising"
"Songs from commercials stick in my head"
"I have made a conscious effort to look like
someone specific I have seen in an ad."
"Some ads make me feel bad about myself
or inadequate“
“Advertising does not impact me at all.”
If you use this product you
will...
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Join a wonderful group of people.
Feel appreciated.
Be rewarded.
Be held in high esteem by others.
Will have more love your life.
Will enjoy the adventure or escape that you want.
Will be more like famous or wealthy people.
Will be associated with success, humor, tradition
or modernity.
Will find deep satisfaction.
And, if you do not use this
product you will ...
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Face social isolation or career failure.
Face failing health or death.
Common Techniques
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Bandwagon Effect (everyone’s buying it)
Emotional Appeal (connect with fears and
desires)
Glittering Generalities (big promises)
Plain Folks Appeal (relates to ordinary
people)
Testimonials (use celebrities or experts)
Scientific Appeal (use stats or data)
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https://www.youtube.com/watch?v=SfAxUpe
VhCg
Emotional Appeal
https://www.youtube.com/watch?v=VdFHlMob
wzQ
Bandwagon Effect
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https://www.youtube.com/watch?v=s__nHCN
T8y8
Glittering Generalities
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https://www.youtube.com/watch?v=fVzYACn
yxy4
Testimonial
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https://www.youtube.com/watch?v=6zdtm46T
qJs
Scientific Appeal
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https://www.youtube.com/watch?v=GKvXyN_
t7UA
Plain Folk Appeal
Point For Discussion
Kalle Lasn, one of the most outspoken critics of advertising on
the international stage, considers advertising “the most prevalent
and toxic of the mental pollutants. From the moment your radio
alarm sounds in the morning to the wee hours of late-night TV
micro jolts of commercial pollution flood into your brain at the
rate of around 3,000 marketing messages per day. Every day an
estimated twelve billion display ads, 3 million radio commercials
and more than 200,000 television commercials are dumped into
North America’s collective unconscious”. In the course of his life
the average American watches three years of advertising on
television.
PUBLIC SERVICE
ANNOUNCEMENTS
Public Service
Announcements
Drugs
 http://www.youtube.com/watch?v=ub_a2t0Zf
Ts
Mental Health
 http://www.youtube.com/watch?v=TCqm0V8
nerY
PSA Continued
Equality
 http://www.youtube.com/watch?v=62k8H55g
FIU
Environment
 http://www.youtube.com/watch?v=fyjLn9P5L
wASafety
Safety
 http://www.youtube.com/watch?v=bZ2EKswy
Tao&feature=fvw
PSA Parody
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http://www.youtube.com/watch?v=w6ylxWcw
kUM
Infomercials
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http://www.youtube.com/watch?v=Ns4mnmN
Bk1Y
Steps to Analyzing Media
Messages
1. What type of Text is it?
- There are many kinds of media out there
(television, radio, online texts, visual). Identify
what kind of media it is first
Steps to Analyzing Media
Messages
2. Who is communicating and why?
- Examine who is producing the text and what
her or his goal is?
- For example, a message might inform the
public about the environment.
- What ideas and values are the authors of the
message trying to communicate?
Steps to Analyzing Media
Messages
3. How has it been produced?
- The way a media message is produced
affects how the message gets out
- Look for the kind of technology it uses
Steps to Analyzing Media
Messages
4. Who is the intended audience?
- Look for clues about who the message is for
– for example, in images and slogans
- Who will respond to the text or listen most to
the message?
Steps to Analyzing Media
Messages
5. How is the message constructed?
- Look for symbols, slogans, use of colour and
other designs?
- how do they convey underlying values or
meaning?
- What does this tell you about the intent of the
message?
Steps to Analyzing Media
Messages
6. Is music of sound involved?
- If music is used, what emotions does it
provoke?
- What do the lyrics relate to the content of the
message?
Steps to Analyzing Media
Messages
7. How does the content represent the subject?
- Think about how people and places are presented in the
media
- Do you detect bias or stereotyping?
- Are the events portrayed positively or negatively?
- What persuasive techniques are used?
- Is the message realistic or sensational?
- What needs is the message saying it will meet, such as
safety, comfort, health or popularity?
Let’s analyze together:
Class Activity
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Each table will be given an ad to examine
As a group analyze the ad and answer the
following questions on the sheet provided:
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What technique did the marketer use to advertise
their product
Who is communicating and why?
Who is the intended audience?
How is the message constructed?
How does the content represent the subject?
Be ready to share with the class