The influence of advertising Teens lesson ten The influence of advertising

commonly used advertising techniques information Presentation of simple, direct information. status Associates product use with those who have status, who are successful, and who enjoy and understand the “fine things in life.” peer approval Associates product use with friendship/acceptance. hero endorsement Associates use of product with a well-known person. sexual attraction Associates use of product with increased sexual appeal. entertainment Associates product with entertainment and feelings of enjoyment. intelligence Associates product with smart people who can’t be fooled by gimmicks. independence Associates product with people who can think and act for themselves. unfinished comparison Use of phrases such as, “Works better in poor driving conditions!”Works better than what? Teens – Lesson 10 - Slide 10-A

sales techniques Some commonly used approaches: The Weasel Claim - uses words or phrases that appear substantial but, on, closer inspection, disintegrate into hollow meaninglessness. Examples: “Helps control dandruff symptoms with regular use” (which does not say “Stops dandruff”) “Leaves dishes virtually spotless” (not totally spotless) “Listerine fights bad breath” (but does not “stop” bad breath) The Unfinished Claim claims the product is better or has something more of but does not finish the comparison. Examples: “Magnavox gives you more” (than what?) “Anacin: twice as much of the pain reliever doctors recommend most” (compared to whom?) The “We’re Different and Unique” Claim suggest there is nothing else quite like the product advertised. Examples: “There’s no other mascara like it.” “Only Doral has this unique filter system.” “if it doesn’t say Goodyear, it can’t be Polyglas.” (Polyglas is a brand name) Teens – Lesson 10 - Slide 10-B

The “Water is Wet” Claim says something about the product that is true for any brand in that category. Examples: “Rheingold, the natural beer” (like all other beers made from grains and water) “SKIN smells differently on anyone” (like most perfumes) The “So What?” Claim makes a claim that is true but gives no real advantage to the product. Claims an advantage which is not shared by most other brands, but this advantage is inconsequential. Examples: “Geritol has more than twice the iron of ordinary supplements” (but is twice as much beneficial to the body?) ““Campbell’s gives you tasty pieces of chicken and not one but two chicken stocks” (but does the presence of two chicken stocks improve the taste?) The Vague Claim is simply unclear, using colorful but meaningless words as well as subjective and emotional opinions. Examples: “Lips have never looked so luscious” “For skin like peaches and cream” “The end of meatloaf boredom.”

The Endorsement or Testimonial uses a celebrity or authority to lend his or her stellar qualities to the product. Examples: “Joan Fontaine throws a shot-in-the-dark party and her friends learn a thing or two.” “Darling, have you discovered Masterpiece? The most exciting men I know are smoking it.” (Eva Gabor) The Scientific or Statistical Claim uses some sort of scientific proof or experiment, very specific numbers, or an impressive-sounding mystery ingredient. Examples: “Wonder Bread helps build strong bodies 12 ways” (this ad was later withdrawn) “Easy-Off has 33% more cleaning power than another popular brand.” (but is it 33% better?) “Certs contains a sparkling drop of Retsyn.” “What do you want from coffee? That’s what you get most from Hills.” Teens – Lesson 10 - Slide 10-C

The “Compliment the Consumer” Claim butters up the consumer by some form of flattery. Examples: “We think a cigar smoker is someone special.” “The lady has taste.” “You’ve come a long way, baby.” 10. The Rhetorical Question demands a response from the audience. A question is asked and the viewer is supposed to answer by affirming the product’s goodness. Examples: “Plymouth - isn’t that the kind of car America wants?” “Shouldn’t your family be drinking Hawaiian Punch?” Teens – Lesson 10 - Slide 10-C

examples of misleading advertising Frequently seen misleading advertisements: health fraud Promises of overnight medical cures and treatments. Products developed after “years of research” and “proven to provide immediate positive results.” Testimonials from medical experts and satisfied customers. credit repair Offers, for a fee, to fix a bad credit record. (Credit repair is impossible!) “get rich quick” schemes Ads that offer an opportunity to earn a lot of money in a short amount of time with very little effort. product misrepresentation Uses names similar to nationally recognized brand. Merchandise offered at below-market value for a limited time only. Vague descriptions of product. travel fraud Offers accompanied by certificates for free or very low-cost travel. Vague description of services and accommodations. Teens – Lesson 10 - Slide 10-D

program-length commercials (infomercials) how to spot program-length commercials “Commercials” similar to the program content. Sponsor identified at beginning or end. One product is proclaimed superior. protect yourself if you want to order the item Use a credit card. The Fair Billing Act will offer you some protection if you have problems with the bill or the quality of the product. order or pay by mail Your purchase will be covered under the Mail Order Rule. actions to avoid Giving your bank account number over the phone. remember Product claims are made by the advertiser. Such claims represent neither an objective nor an independent evaluation of the product. Teens – Lesson 10 - Slide 10-E

rules for evaluating advertisements ask yourself basic questions Does the ad appeal to your emotions? Look beyond the appeal to find out what the ad really says (or doesn’t say) about the product or service. What are the special features of the product? Are these features necessary? as you read, listen to, or watch advertisements... Search for fraud and deception in the ad. Be alert to ads that are misleading (those that make unreasonable claims about the product or service). Read the fine print, or listen carefully. Teens – Lesson 10 - Slide 10-F

Maslow's – Hierarchy of Needs Self Actualization – Introspection, Understand Yourself, Actualization, Realize Potential, Get it Together Aesthetic Needs: Beauty, Order, Organization Needs, Art, Music Cognitive Needs: Thirst for Knowledge, Learn Because it is Valuable and Important Esteem Needs: Respect, Recognition, Power, Status, Superiority Physiological Needs: Air, Food, Water, Shelter, Clothing Safety Needs: Out of Danger, Safe, Secure, Comfort, Cleanliness, Health Need for Belongingness: Affiliation (groups), Social/Peer Approval, Belongingness, Love of Opposite Sex