Transcript Intro to Advertisinga

BUSINESS COMMUNICATION IN
ENGLISH
INTRODUCTION TO
ADVERTISING I, II, III
Anisoara Pop, PhD, Dimitrie Cantemir
University, Targu Mures, Romania
Evaluation: questionnaire 50p +
project 50p
COURSE OUTLINE
1.
DEFINITION OF AD
COMMUNICATION
CLASSIFICATION
(LONG/SHORT)
MEDIUM
STRATEGIES
(REASON/TICKLE,
HARD/SOFT)
CONSUMER’S
BENEFITS
2.
PITCH –
STRUCTURAL
PATTERN OF AN
AD (attention, confidence,
response etc.)
NEEDS
HIERARCHY
CONSTRUCTION
MODE (MUSIC
AND LANGUAGE
3.
INFORMATION
PROCESSING
(ATTENTION/ME
MORY)
MARKET
RESEARCH DEMOGRAPHIC
S
What is advertising?
-one of the most popular arts of our times
- ubiquitous; unsolicited
- met with different attitudes: skepticism,
cynicism,;
- informative/entertaining/manipulative/har
mful (Why? Products, consumerism, utopia)
- profitable business
- utopian vs shocking
- film directors and actors are keen to work
on ads: Scorsese directed a perfume ad,
Fellini an ad for pasta, Alan Parker began
his career as a director in advertising.
1. ? What is your view of ads?
• Ad-ing does not affect me
affects your budget
Consider a career in advertising
• Group Work: brainstorming about an ad
read/heard/seen you recall, WHAT IS
BEING ADVERTISED?
• Product
• Idea
• Image
• - write/talk about the images, the idea
behind the product, slogan/jingle, why do
you think it is a successful/unsuccessful ad
• Motivate: Why did you choose it?
 R:
can recall so many
surface details: the
presenters, the visuals,
the words -- basically,
those things the
advertisers want us to
recall
 What
is the
purpose of
advertising?
“the purpose of every drop of advertising ink and
paint is to make a number of human beings do
someting that otherwise they would not
have done” (Guidlach, 1931, p.165)
to create demand for products
ADVERTISE = ‘advertere’ (Latin) – turn towards
Action
favorable disposition
a method of mass promotion
a one-way form of marketing communication
where the message receiver (i.e., target market) is not in
position to immediately respond to the message (e.g., seek
more information).
over the next 10-20 years advertising will become
highly interactive
The work behind an ad
gets 15%. to pay their
expenses (the creative writers,
artists, researchers, production and
technical costs and profit
-
agency will hire film studios,
recording studios, voice-over
studios, to do the actual production
85% of the manufacturer's money
will goto the various media (TV,
radio, newspapers, etc.) to buy
time or space
Local ads may cost only a few hundred
dollars
expensive national ads (complicated
scenes, new technologies, big celebrities)
may cost nearly a million dollars in
production costs alone
2 most expensive spots "American
Idol"(Fox) ($705,000)
MEDIUM
-
an important parameter of difference
 Printed: newspapers, magazines
 Radio
 TV
 Roadside hoardings
Ads take advantage of the
particular medium ads on subway
trains (longer copy, idleness) –
 TV
ads rely on music and moving pictures
in a way that magazine ads cannot
 theme – Smirnoff vodka F:\RISEBA
 http://www.youtube.com/watch?v=iXwzBvdrIY&feature=related
?
How could this ad be adapted to a
magazine? Newspaper? Radio?
SIMPLE AND COMPLEX ADS
SIMPLE – everything that is presented is
linked with the ad
COMPLEX – symbols – specific to
consumption society
transfer the quality of the additional
material to the merchandise): Malborro
cigarettes
Think about: natural aspects, people’s
characteristics
http://www.youtube.com/watch?v=XwtijQl6_EU&feature=related
COPY LENGTH
 depends
on the product
 Short copy: Luxuries – atmosphere is
more important (only the manufacturer’s
name or initials)
 Big buys – durables – require reason
copy + visual persuasion (tickle)
THE TECHNIQUE – URGE
HARD SELLING Direct
appeal to buy
Buy X! Call now!
Extols excellent quality
Insists on limited
availability
Low cost, guaranteed
reliability
SOFT SELLING mood
will induce selling
Life will be better with
the product
advantages and urge to
buy is subtle and
indirect
suggests
 http://www.youtube.com/watch?v=krMLFU
cd16o&feature=related
 Bacardi drink – dancing, tropical beach,
slim people, happiness

How does spirits drinking make
people? Rich?slim?adequate?

http://www.youtube.com/watch?v=4BdXd7aRyF4 (Christina Aguillera –
perfume)
http://www.youtube.com/watch?v=OYecfV3ubP8 Apple Mackintosh 1984
(Orwell – Big Brother, totalitarianism)
 http://www.tvadsplus.com/main.asp?pid=commercial&commid=62 – cell
phones
REASON
Intellectually
Logical, rational
reasons
Computer: speed,
RAM, monitor
resolution, disk
capacity
Photos: stark, simple
Specialist authority
TICKLE
Emotionally
Social life is improved
by product:
Sex appeal
Life style
Self esteem
Photos: humor, mood,
improved lifestyle
A FRAGRANT SENSATION
A SPARKLING LOVE STORY
WONDERFULLY ROMANTIC
STARRING
Sometimes there’s a moment
when everything comes together…A moment of
Splendor.
a combination of reason and tickle
(visually)*






Eg. Camera phone: small size, excellent performance +
fun and friends
? Where would you include cigarette ads? Ads stressing
a low-tar content?
How about the Audi commercial:
http://www.funonline.ro/video_33468_Audi_Car_Comme
rcial.html
Do you have reasons for buying? Reason or tickle?
Are they directly stated or suggested? Hard or soft sell?
Perfume?
DURATION AND FREQUENCY
 SLOW
DRIP: rarely, over a longer period
of time
 SUDDEN BURST: great frequency over a
short period of time (Easter and Christmas
holidays, for delicacies, luxuries, hi-fi
PSYCHOLOGY OF ADVERTISING
 THE
4 WORLDS OF AN AD
 YOU – The pleasure of phantasy
Sender’s world
PRODUCT exists in 3ws
AD WORLD: fictional
FANTASY WORLD of the purchaser
REAL WORLD
The perspective purchaser
The contact reality-fiction is
ensured by:
 celebrities
belong to fictional and real
world
 real consumers also belong to the two
worlds
 direct gaze or address of the character or
voice-over
We persuaded
to do something or
to believe something
HOW? Do ads force us?
 They
lure us.
 They tempt us.
 They flatter us:
seekers
We are all benefit -
Efficiency
simplicit
y
audience
centered
responsi
bility,
wisdom,
pride
Pet care:
Benefit -Keep the good
feelings of
love and
responsibi
lity
persuasion appeals primarily to our natural human
desire to protect the various "goods" we already
have
- Cosmetics - stress bodily protection.
- lawn mowers, and garden tools** Sports programs,
with a predominantly male audience, have many such
"caretaker" ads for home repairs, tools, lawn care, and life
insurance
- financial investments - protect assets
Get the good ACQUISITION 75%
- affluent society simply emphasize
acquisition
- make us discontent with what we already
have
In your country what is
emphasized: acquisition of new
things, or maintenance of
older ones?
acquisition
association technique is used, linking the
product or service with something already liked
or desired
Cosmetic ads: beautiful models in settings
suggesting sex appeal, popularity, wealth.
"We make lipstick but we sell hope," said
Charles Revson, the cosmetic manufacturer, in a
famous quote.
Get rid of the bad – RELIEF
scare-and-sell technique
problem, -solution diets, weight-loss
Pain killers, deodorants
Avoid the bad - PREVENTION
scare-and-sellsecurity devices
(locks, alarms, fences, safe deposit
boxes, vaults)
insurance, savings accounts,
Food,
clothing, and home repairs
All people are benefit-seekers