Transcript Advertising
Advertising Advertising and propaganda are complex communication forms They employ sophisticated and subtle methods of persuasion they play to our desires, fears and biases to change the way we think. Is advertising then dangerous? What about messages that persuade you to quit smoking, get healthier, get active, or support a worthy cause? To critically view an advertisement we must make two evaluations: 1. 2. Analyze to determine why they are effective persuasive messages Study to uncover the cultural assumptions and values they carry Characteristics of Advertising All forms of advertising are meant to create positive attitudes toward people, products and events Advertising plays up the good aspects of a product... Bad aspects are downplayed through omission of info. Visual images give a product an impression to help persuade audiences to accept its worthiness. Ads must: 1. 2. 3. show how the product or service offers a clear benefit, appealing to the beliefs, attitudes, desires, fears and biases of the target audience, catch and hold the viewer’s eye, suggest a narrative, even though print advertising presents a still image. Thus the picture used must “speak a thousand words” Terms and Techniques Testimonial The endorsement of a product by a well-known person or organization Ex. Superbowl sponsors Ex. Charlize Theron for Dior Ex. Jessica Simpson for Proactive Ex. James Franco for Gucci Transfer The shifting of qualities from one thing to another. Ex. Before and After print ads and commercials Ex. How a person feels after they’ve tried a product Plain Folks Talking down to the viewers in order to appear just like them Ex. Pretty much any kitchen product... And… Bandwagon The suggestion that everyone is using or doing something ex. Canada’s number 1 brand Snob Appeal The association of a product with a desirable lifestyle Lexus (envy) Apple (upgraded tecksavvy - in the earlier days) Axe (gets girls) Facts and Figures The implication that figures and statistics prove a point beyond dispute ex. Toothpaste Hidden Fears The exploitation of an individual’s fears and insecurities. Ex. Deodorant commercials Ex. Diaper commercials And… And… Repetition The constant statement of an idea to fix the image of a product in the audience’s mind. ex. 7-Up Magic Ingredients The implication that a product’s effectiveness is scientifically based. Ex. Skin and cosmetic products use this method all the time. Ex. “Aloe” “Sea Salt” or exotic ingredients Ex. “Anti-Aging Formula” Weasal Words The use of vague terms to mislead the viewer into thinking the product is better than it really is. Spin The attempt to turn negative evidence into something that the public will perceive positively. Ex. Used a lot in political Ads. Ex. Or… Assignment: Deconstructing Advertisements 1. Search the web for an advertisement (commercial ad or print ad) 2. Copy it to a new word document. 3. Answer the following questions on the same word document and print to be handed in. View the Ad as a whole, comment on : 1. Your first impression of the ad 2. Its tone (think emotion) and atmosphere (think setting) 4. Possible target audience: Be specific about the audience 5. Narrow it down: is the ad placed properly to reach the intended audience? Print ad: Think about what website it’s on. (government, game site, social network, blog, online mag, etc.) Commercial ad: On what tv network(s) would this commercial air? At what time? Determine the message 6. What people are in the ad? Stereotypes? Body language? Celebrity? Why use this person? 7. Is a story being told? 8. TECHNIQUES: identify & explain testimonial transfer plain folks bandwagon snob appeal facts and figures hidden fears repetition magic ingredients weasel words spin Reviewing 9. Will you remember the product or slogan? 10. How are visuals arranged? (Font, colours, product, logo?)