Transcript Qualities of Advertisements

Don’t Get Stuck!!!
Qualities of Advertisements
Definition of
Advertising and
Propaganda
Advertising:
Is when a company is
trying to sell their
product by trying to
make/convince you
to buy their product ,
in other words they
are trying to make
as much money as
possibale.
Propaganda:
Is advertising and/or
infomation that is
presented in a biased
way. It`s also meant to
influence the way we
think and/or persuade
us.
George Bush or other
politicians
Advertising Targets:
o
o
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People with MONEY!!
Generally people between the age of 18-49 because:
1. They are the ones who have their own money.
2. They are more likely to change their minds about
what they buy and use, because younger people
don’t make many decisions on there own and older
people are more decided in there ways.
The 14 most
Commonly used
Advertising
Techniques
1.Ideal Kids
The kids on commercials are
always are perfect looking and
wearing the latest styles . That
is to try to make younger kids
buy the toy, because “it will
make them like those kids in
the commercial”.
Ex: Barbie commercials, Hot
wheels
2. Heart Strings
These ads draw you into a
nice/sweet story that makes
you feel good, you see a
family being nice to each
other and helping each other.
It makes you feel nice and
want to buy the product.
Ex.: Hallmark, Wal-Mart
3. Family Fun
This technique makes it look like you just
have to buy the product the commercial is
trying to sell. If you do, your family will be
happy.
Ex.:
Game
board
commercials
4. Sounds Good
Music and sound effects are put in
commercials to add to the
“excitement” of the commercial,
particularly ads aimed at kids. The
little songs you hear are just a
another way to make you think of the
product, because the songs
sometimes gets stuck in your head.
Ex.: McDonald’s
5. Excitement
This technique makes the product look
more exciting than it really is. The
advertisers will add fast beat music or
dramatic music and will flash images
across the screen.
Ex.: Movie commercials
6. Cartoon Characters
By having a fun looking cartoon
character representing a product
kids remember the product.
Ex.: Cereal commercials, we all
know Tony The Tiger and Toucan
Sam and the cereals that they
sell.
7. Bandwagon
Bandwagon makes it look like
everyone is buying the product. It
gives the impression that you’ll be a
“loser” or will be out of style if you
don’t buy the product.
Ex.: Gap
8. Scale
This technique is when advertisers make a
product look bigger or smaller than it really
is. They do this by doing close ups to make
the product look big and long shots to make
the product look small.
Ex.: A&W
9. Omission
Omission is when advertisers don’t tell
you the whole story. Like “Part of a
balanced breakfast” is saying that it’s
part and not mentioning that the
breakfast would still be healthy without
it.
Ex.: Breakfast commercials
10. Facts and Figures
This technique is
when advertisers
use facts and
statistics to make
the product look
reliable.
Ex.: Asprin, “This
Asprin relieves pain
10 times faster than
the leading brand.”
11. Are you cool enough?
Are you cool enough? is
when commercials show
you people who look
“cool” using the product
and you’ll be cool too if
you use the product.
Ex: Pop commercials
always have everyone
drink the pop and having
fun.
12. Repetitions
In this technique the
advertisers hope that if
they repeat the
commercial over and
over people will buy it.
Also the advertisers will
repeat the same
message over and over
again during the short
commercial.
Ex: Bowflex, Tide
13. Product Placement
Companies that sell clothes will put their name
on the product, so the person wearing it will be
advertising the company. This also goes for
other things other than clothes. Advertisers also
put their brand name in lyrics in songs, music
videos, movies, etc….
Ex: Roots
14. Star Power
Star Power is when the company pays
celebrities to tell you what to eat or wear, etc…
An advertisers thinking is that if a celebrity tells
you it’s good you will think it’s good and buy it.
Ex: Wayne Gretzky:Ford, McDonald’s, David
Beckham:Pop commercials
Length of Commercials
The length of a
commercial is generally
30 seconds or less, but
there are always
exceptions. It’s usually
30 sec. or less because
they don’t want to bore
you to death, make you
lose interest and forget
about the commercial
and the product.
Analyzing the product:
Mountain Dew
The commercial for Mountain Dew
shows a guy on a bike chasing a
cheetah to get his Mountain Dew
back.
This commercial targets 7-39
because it showed young adults in it
which set the age.
A chase accrued which added a
sense of excitement Also the
technique of Are you cool enough?
Was implied because well the guy
chased the cheetah he appeared
“cool”.