Transcript Advertising Myths and Realities

Advertising Myths and
Realities
2013
Types of ads
 T.V. Commercials
 Radio Commercials
 Magazine Ads
 Newspaper Ads
 Billboards
 Internet
 Product Placement
 Text Ads
 Blimps/Planes
Target Groups
 Parents
 Teens
 Kids
 Retired People
Stated Message (actually said)
 It cleans better
 Most popular
 Best seller
 Great deal
Implied Message (hidden
Message)
 The look or sound of
an ad
Goal of advertising = $$$
 The goal is to
separate you from
your money
Exaggerated claims
 Does what they say just not as well as
they say
 Save money live better…..
 You’ll like the way you look, I guarantee
it
Deliberate Deception
 Lies told to sell a
product
 Nutella hazelnut and
chocolate spread
Techniques
 Celebrity Endorsement
 Voice of authority
 “Scientific” Evidence
 Comparisons and Opinions
 Demonstrations
 Bandwagon Appeal
 Romance/Sex Appeal
 Maturity/Sophistication appeal
Celebrity Endorsement
 Movie stars and
athletes talk about
how great the
product is or how
they use it
themselves
 If it is good enough
for Justin Bieber it
must be good
enough for me!!!!
Voice of authority
 Experts or authorities
 Examples
Tooth Paste- ”Dentists”
Pain Meds.- “Doctors”
“Scientific Evidence”
 Presents “facts” and
statistics that support
the product being
sold
 Often combined with
the voice of authority
approach to add
creedence
Comparison Tests and
Opinion Polls
 Taste Tests
 Shows that brand X
is: Stronger, safer,
lighter, less
expensive than other
similar products
Demonstrations
 Intended to show how
well a product works
 Ex. Infomercials
 Frequently rigged ads
make the product look
better than it is
 Ex. Dishwashing soap,
Window cleaners, floor
cleaners, stain removers,
dishwashers, vacuum
cleaners, glue ect…
Bandwagon Appeal
 Everyone uses this
product why aren’t
you!
 Were #1 in the
__________
business
Romance/Sex Appeal
 Implies that the
person using it will
be more attractive by
using the product
Maturity/Sophistication Appeal
 If you buy this
product you will be
more grown-up,
sophisticated and
fasionable
Fun and relaxation appeal
 Fun
 Relaxation
Popularity appeal
 Buying this will make
you more popular
The Deal Appeal
 Too good a deal to
pass up
 This deal will soon
end
 There is a limited
supply
Knowledge is power
 Understand the goal of ads = $
 Try to buy what you really need