Introduction to Advertising

In pairs, discuss/note down everything you know about TV adverts Think about: Techniques (music/sound, actors/characters etc.) Visuals (special effects, graphics, close ups etc.) Duration (length) Products What the advert is trying to achieve Memorable adverts – why have they stuck in your mind? What do we already know?

How does this advert meet or challenge your expectations?

Definition: Advertising is any paid form of non- personal presentation and promotion of ideas, goods and services by an identified sponsor OR Advertising is a paid, mass mediated attempt to persuade. Defining Modern Advertising: A complex form of communication using objectives and strategies to impact consumer thoughts, feelings, and actions What is Advertising?

The 5 Basics Paid communication Sponsor is identified Tries to inform or persuade Reaches a large audience Message conveyed through many different kinds of largely non- personal mass media The 5 Basics

What is it about this advert that makes it more of a traditional perfume advert?

Audience – who is consuming the programme/advert (men, women, young people etc.) Target audience – who the programme makers/advertisers want to consume the programme i.e.: who they are targeting Product – what is being advertised i.e.: car, perfume etc. Purpose – what the advert is trying to achieve i.e.: what is the point of the advert? Persuasive techniques – specific methods used to make an audience want to buy the product being advertised Narrative – a sequence of events which forms a story i.e.: a narrative advert will use a story to sell the product Non Narrative – a random sequence of events that don’t form a story i.e.: a non narrative advert will not use a story (like the Kenzo advert!) Brand – a name/symbol/feature that distinguishes one product from another Key terms

Different types of adverts Sponsorship – e.g.: Love Island 2018 was sponsored by Missguided and their sales increased by 40% with their core audience 16-29 year old women Product placement – e.g.: Dolce Gusto pay £100,000 for their coffee machine to be placed in the kitchen area of This Morning Spot advertising – 30 or 60 second advert spots appearing before, during or after a TV programme. Programme companies charge different rates and will attract different audiences Epic/long form – growing trend for longer more ‘epic’ ads from 90 seconds to a few minutes; can be used to launch a campaign Different types of adverts Key points Product placement can help to normalise a brand as it is seen, used and understood in a natural context.  It has also been proven to boost awareness and purchase consideration.  TV programmes made for UK audiences can contain product placement as long as they comply with Ofcom's rules which set out the what, where and how it can be used. Product placement is allowed in films (including dramas and documentaries), TV series (including soaps), entertainment shows and sports programmes. Product placement has been on our screens for some years, appearing within acquired programming from overseas or as legitimate prop provision – a natural part of making TV programmes. The rules in the UK changed in February 2011, and since then certain programmes have also been able to contain paid for product placement as long as they comply with Ofcom’s rules.  Advertisers have taken advantage of this opportunity to get their brands woven into the editorial of TV shows in order to get closer to their viewers and some gratifying results have been achieved.  The majority of product placement deals so far have been linked to a sponsorship or advertiser funded programme

Using what you’ve learnt so far today, go back to your mind map from the start of the session Can you identify any narrative adverts? Persuasive techniques? Sponsorship examples? Recap

What are the advantages of a narrative advert?

How does this advert persuade us to buy toothpaste?

Persuasive techniques Repetition – repeating the same word/slogan/logo to reinforce the message Slogan – a catchy one liner e.g.: Nike Just Do It! Celebrity endorsement – e.g.: Cheryl Cole advertises L’Oreal products Expert opinion – similar to celebrity endorsement, where an expert is used to make us trust in the brand and their products e.g.: Sensodyne advert! Facts/statistics – as in the Sensodyne advert, this creates trust in the audience Humour/emotion – audiences are more likely to remember and like a brand if it uses jokes to appeal to them Sex sells! Persuasive techniques

What are the similarities and differences between these two adverts?

Recap: what new terminology have we learnt today? Using your phones find an advert on YouTube and analyse it using the terminology we’ve learnt today Be ready to share your analysis! Recap: what new terminology have we learnt today?