Advertising
Facts The average child sees approximately 20,000 commercials in one year A 1996 study reported that 57 percent of viewers think that commercials are as enjoyable as TV shows
Facts Advertisers spend over $40 billion a year on TV commercials In 1998, teenagers spent $141 billion
More Facts Four to twelve year- old children spend more than $2 billion a year on candy, soft drinks, and snacks. An estimated 78% of children influence their parents’ buying decisions
“Just as a fish doesn't think about the sea, we don’t think about ads because we are surrounded by this ad environment from birth to death.” Richard Pollay
Taking a Look at Advertising Target Audience Visual Analysis Sound Analysis Persuasive Techniques Effects
Target Audience Characters- age, gender, ethnicity, and economic level Narrative (story)- What is happening? Music-Is the music age appropriate? Visuals- How is the product shown? What other images are included?
Visual Analysis Color - Different colors a have different associates attached to them Blue- Cool, calm, refreshing Red- warm, exciting Green- Natural, springlike White- Clean, fresh
(Visuals cont.) Lighting - Light is used to draw attention or create mood (dark to light) Framing – The positioning of the product on the screen. (sizing and placement) Editing – Every second counts- Every image is carefully planned
Sound Analysis Music- Upbeat, classical, jazzy, etc. Jingles- Catchy tunes about a product Sound effects – Used to make a product more appealing. Toy sounds, crunches and fizzing
Advertising Techniques
Glittering Generality Example: Less fat, fewer calories, motherhood, The American Way. What to do: Ask questions: Less fat than what? Fewer calories than what? What “American way” are they talking about?
Testimonial Using famous people to promote a product Example: actors, athletes. (Michael Jordan and Haynes Underwear) What to do: Ask questions: Does the person really know anything about the product or use it themselves?
Transfer Transfer respect from someone or something we trust to something else Example: Models/movie stars and their beauty to makeup or: doctors, pharmacists and scientists to medicines What to do: Ask Questions: Do they know what they’re talking about?
Name Calling Creating a bad image of a competitor Example: politicians mud slinging What to do: Ask questions: Why is the product/person putting down another p product or person?
Plain Folks UUsing normal/everyday people to sell products EExample: people wear less expensive clothes, use slang language (products like: toothpaste, pop, deodorant) WWhat to do: Ask questions: Is the person really like that? Do they really use the product?
Card Stacking Slanting statistics in advertisers favor, or only telling part of the truth Example: Car rated ‘highest’ in safety tests What to do: Ask questions: Is the statistic true?
Snob Appeal Opposite of Plain Folks, using rich people or social status Example: Gourmet food, luxury cars, Grey Poupon What to do: Ask questions: Is the product really that good or is it just expensive?
Rewards Offer free gifts, rebates or rewards for buying What to do: Ask Questions: Why do they have to give you something to get you to buy the product? Does the value of these rewards increase the price of the product? Would you buy the product otherwise?
Humor It entertains you or makes you laugh Examples: What to do: Ask Questions: This is funny, but does it mean the product is good?
Sex Appeal UUses your attraction to others, or your desire to have others attracted to you to sell you something WWhat to do: Ask Questions: Can this product really make you more appealing?
The Good Life MMakes you think if you buy/use this product you will be strong, or healthy, or happy, or smart, or more popular WWhat to do: Ask Questions: Could this product really make any difference in my life?
Appeal to your Desires Power, Friends, Love, Acceptance, Status, Good health/body, Family, Money What to do: Ask Questions: Can this product really make those differences in my life?