Unit 2: The World of Advertising How are we Persuaded?

The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships. -Leo Burnett

Ads Watch the ads that follow What is appealing about the ad? Do you think it is an effective Ad? Why or Why not https://www.youtube.com/watch?v=HPR3PB_VGVs

Advertising History Advertere is the Latin verb meaning “to sway” Advertising as we know it is more than a century old In earlier times a town cryer gave out the information Ads first appeared in newspapers in the 1800s In 1904, ad agencies began creating ads and persuading consumers to buy rather than informing

ADS are a Form of Communication Advertisements 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

FACTS By the age of 18 you will have watched over 15,000 hours of television. The only activity that will take more of your time is sleeping! Sandwiched in between all this “entertainment”, you will watch hours and hours of commercials. Studies say you will watch 20,000 to 40,000 commercials every year! And what are they marketing to children? According to experts, the top four products are fast food, sugared cereals, sugary drinks and candy.

The $$$ of it all By 2015, US advertisers are expected to spend $600 billion dollars. Kids aged 4-12 spent roughly 65 billion dollars in 2010. This was up from only 2.2 billion dollars spent by kids this age in 1968. Older kids (12-19) spent roughly 180 million of their own money in 2010.

I can guess what you’re thinking… “ I watch commercials once IN a while, but I don’t really pay attention to them.”

Slogans A slogan is a catchy phrase that is used to associate a consumer with a product. Advertisers use slogans as a “hook” to help you remember the product. They are often short and simple like the United Dairy Farmers’ “Got Milk?”

Is it effective? Let’s see! Slogans Some use rhyme like Pringle’s “Once you pop,- you can’t stop!” Some use catchy music to help you remember “Every kiss begins with Kay” for Kay Jewelers Is it effective? Let’s see!

How many of these slogans can you identify? The nighttime coughing, stuffy head, fever so you can rest medicine… Do the Dew. Like a good neighbor, ________ is there. You’re in good hands with ___________ . Think outside the bun. Taste the rainbow of fruit flavors. Zoom! Zoom! I’m lovin’ it. Grab life by the horns. Eat fresh. They’re Grrrreat! Is it in you? Just Do It.  Nyquil  Mountain Dew  State Farm  Allstate  Taco Bell  Skittles  Mazda  McDonalds  Dodge  Subway  Frosted Flakes  Gatorade  Nike

Target Audience Is The specific group of people who are targeted by the ad Groups can be narrowed by gender, race, income, age, or interests Read the 2009 Article “Know your target Market” by elizabeth wilson

Super Bowl Ads The name of the game is to be talked about. The more the ad is discussed, the more revenue is produced Big money is spent here to get our attention

The Best Ads Are… Short Fresh Powerful engaging Short: They do not Require a lot of attention span from the audience Fresh: They differ from the ones we have seen a million times Powerful: they usually elicit some sort of reaction, usually laughter, sometimes shock. Engaging: really grab your attention quickly, and usually keep it throughout the whole commercial. They give you a 'taste' of what the company is about-- they are not filled with too much information. Well Made: Top-Notch work that millions of $$$$ are spent on Short Fresh Powerful engaging

The experts Say…. To reach today’s audiences, a great ad needs to do 5 things:

5 must have qualities of a Super Bowl Ad Advertisement length : About 1 minute. This is about double the length of a regular ad Creative storytelling Storytelling is growing in marketing importance … watch for many brands to tell their story. This is one main reason that advertisement length is growing, as it usually takes more than a 30 second spot to tell an effective story. Advertisers create special ads for the super bowl and spend astronomical amounts of $ on these ads because of the massive audience the super bowl draws.

5 must have Qualities of a Super Bowl Ad 3. Crowdsourcing advertisements Getting the audience involved in the brand is important such as Doritos has done with their contest to create a new flavour. their crowdsourcing success will influence other brands. 4. Engaging people get the audience involved and engaged.

5 must have Qualities of a Super Bowl Ad 5. Create the unexpected Just like the ads that have been most successful in the past … all did new and unique things.

Watch these clips again and complete the worksheet https://www.youtube.com/watch?v=HPR3PB_VGVs

Another Way to Evaluate Ads The ADPLAN FRAMWORK

Video Clip and Article on the ADPLAN FRAMWORK Judging an Ad http://www.kellogg.northwestern.edu/news/superbowl/about/adplan.htm