Advertising

Advertising and propaganda are complex communication forms Advertising and propaganda are complex communication forms They employ sophisticated and subtle methods of persuasion They employ sophisticated and subtle methods of persuasion they play to our desires, fears and biases to change the way we think. they play to our desires, fears and biases to change the way we think. Is advertising then dangerous? Is advertising then dangerous? What about messages that persuade you to quit smoking, get healthier, get active, or support a worthy cause? 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. Analyze to determine why they are effective persuasive messages 2. 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. show how the product or service offers a clear benefit, appealing to the beliefs, attitudes, desires, fears and biases of the target audience, 2. catch and hold the viewer’s eye, 3. 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 u Ex. Superbowl sponsors u Ex. Charlize Theron for Dior u Ex. Jessica Simpson for Proactive u Ex. James Franco for Gucci

Transfer The shifting of qualities from one thing to another. u Ex. Before and After print ads and commercials u 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 u Ex. Pretty much any kitchen product... And… 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 u Lexus (envy) Lexus u Apple (upgraded tecksavvy - in the earlier days) u Axe (gets girls)

Facts and Figures The implication that figures and statistics prove a point beyond dispute u ex. ToothpasteToothpaste

Hidden Fears The exploitation of an individual ’ s fears and insecurities. u Ex. Deodorant commercials u Ex. Diaper commercials u And… And… u And… And…

Repetition The constant statement of an idea to fix the image of a product in the audience ’ s mind. u ex. 7-Up7-Up

Magic Ingredients The implication that a product ’ s effectiveness is scientifically based. u 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. u Ex. Used a lot in political Ads. u Ex. Or…Or…

Slogan u A catchword or phrase loaded with emotion u Often sells through repetition u Clever and easy to remember u Stays with you a long time u Often a melody you already know “ Trust Sleepy’s For the ‘rest’ Of your life”

1 Whose slogan is: “Maybe she’s born with it, maybe it’s…”

2 Whose slogan is: “I’m Loving It”

3 Whose slogan is: “We bring good things to life.”

4 Whose slogan is: “Have it Your Way.”

5 Whose slogan is: “Buy it. Sell it. Love it.”

6 Whose slogan is: “Live in your world, play in ours.”

7 Whose slogan is: “Do you have the bunny inside?”

8 Whose slogan is: “Challenge Everything.”

9 Whose slogan is “Good to the last drop.”

10 Whose slogan is: “Eat Fresh.”

Buyer Beware u Be a conscientious consumer u Know what devices are trying to influence you u Then… u Make an informed decision

Testimonial An important person or famous figure endorses a product.

Try Again, find the ad in this game u Taco Bell made a "promotional partnership" deal with X-Box video games. That means that you see Taco Bell ads in X-Box games, and X-Box promotions in Taco Bell stores

Find the ad in this picture. SAFECO, an insurance and investment company, is paying $40 million over 20 years to get the Seattle Mariners' baseball stadium named SAFECO Field. Buying the name of a sports arena is one way for companies to make their name known.

Colors u Studies have shown that the colors Red and Yellow (either together or separate) evoke more of a response in ads.

Engaging Techniques: u Wit and Humor – diverts audience and gives a reason to laugh often through the use of clever visuals and/or language. u Rewards – bonus awarded to consumer for purchase. (Toys, gimmicks, rebates, free payment, etc.)

Use of humor

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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 testimonial transfer transfer plain folks plain folks bandwagon bandwagon snob appeal snob appeal facts and figures facts and figures hidden fears hidden fears repetition repetition magic ingredients magic ingredients weasel words weasel words spin spin

9. Will you remember the product or slogan? 10. How are visuals arranged? (Font, colours, product, logo?) (Font, colours, product, logo?) Reviewing