Transcript Advertising - 9A3English

Advertising techniques
This week
• You need to pay special attention to the
vocabulary we use to describe and talk about
advertising.
• Keep a glossary of key terms.
• Clarify if you’re not sure.
Target Audience
1. When creating an advertising campaign,
the advertisers decide on a target audience. A
target audience is a specific group of people
within the target market at which the
marketing message is aimed at.
Target Audience
Think of your favorite ad.
Who is the target audience? (Be specific)
How can you tell?
Are you a member of the target audience?
Appeals
2. Advertisers try to sell to consumers by
using ‘appeals.’ Desirable qualities in
media messages try to make products
appear more attractive and appealing.
Some appeals include…
Bandwagon: to convince you that everyone is
using a particular product and that you should
too.
Progress: emphasises that a
program is “new and improved”
Brand loyalty: to convince you that one
brand is better than the rest
Testimonial: Celebrity endorsements stick in peoples
minds, so even if we know better than to buy
something just because a famous person claims to
like it, we nonetheless remember the pitch and the
product.
False Image: to convince you that you
will have a certain image if you
produce a specific product
Emotional appeals are advertising
techniques in which the advertiser
tries to play up on the emotions of Evidence: includes
results of
the audience. One kind of emotional
appeal is the fear appeal, where the surveys and tests
advertiser implicitly or explicitly
Romance or sex
draws upon people's anxieties to sell
appeal: tries to
a product.
convince you that
others will find you
Reward: offers a special prize, gift,
irrestistable if you use a
or coupon when a specific product
specific product
or service is purchased
Health: implies or states that this
product will make you healthy
Repetition: One of the most simple techniques used by
advertisers is repetition. Advertiser create repetition by
running an ad frequently. When it comes time to make a
purchase, and the name of one of the products on the
shelf has been repeated to the consumer many times,
that product might just stand out enough for the
consumer to choose it.
Use of Humor: Of course, one
of the most effective ways to
get the audience's attention is
to be funny - if the attempt
works and doesn't misfire.
Humor is one of the best ways
to break through the "noise" of
all the competition advertising
messages out there and get
people to pay attention to the
sales pitch.
Appeals
Try to think of an example from an ad (print or tv) for each of the types of
appeal:
• Bandwagon
• Progress
• Brand loyalty
• Testimonial
• False image
• Emotional appeals
• Evidence
• Romance or sex appeal
• Reward
• Health
• Repition
• Humor
Logos
3. Identify these logos (don’t yell them out)
Write them down in your books…
SLOGANS
A short, memorable advertising
phrase that often appears in
advertisements.
4. Listed below are a number of different slogans used by the CocaCola Company over the years.
1886 Drink Coca-Cola
1907 Coca-Cola is full of vim, vigour and go –it’s a
snappy drink
1925 It has the charm of purify
1932 Thirst come thirst served
1940 America’s year round answer to
thirst
1953 Drive safely Drive refreshed
1961 Coke refreshes you best
1963 Things go better with Coke
1970 It’s the real thing
1976 Coke adds life
1993 Always Coke
Which slogans would no longer be appropriate? Why? Write them in
your book.
5. List 5 slogans
you know
Jingles
A jingle is a short tune used in
advertising and for other
commercial uses
6. Can you think of any jingles?
Write one down.
7. Why are jingles so effective?
8. So there are some advertising
techniques that are used. Can
you think of any others?