TECHNIQUES OF ADVERTISING

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Presentation transcript:

TECHNIQUES OF ADVERTISING - The methods used to buy and sell us products and services The role of consumerism in the marketplace

TECHNIQUES OF ADVERTISING THE BANDWAGON EFFECT http://www.youtube.com/watch?v=Q5uwXkOFdrk&feature=related http://www.youtube.com/watch?v=WcDpFLSTZWU&feature=related http://www.youtube.com/watch?v=TgDxWNV4wWY Encourages you to buy a product or service because everyone else is Often there is oversell in this type of advertising Titlist, Macintosh, Mac vs. PC, Faberge The role of consumerism in the marketplace

TECHNIQUES OF ADVERTISING EMOTIONAL APPEAL Uses strong emotional; language that connects you with your fears or desires Many PSAs use this technique to hammer home their message http://www.youtube.com/watch?v=P1Z8xxWhh5k&feature=PlayList&p=547B610255C4979C&playnext=1&playnext_from=PL&index=2 http://www.youtube.com/watch?v=jlXRengzZoc http://www.youtube.com/watch?v=nMwxWHaZUro http://www.youtube.com/watch?v=xffOCZYX6F8 http://www.youtube.com/watch?v=QINv6rebyTU SAFETY PSA kitchen, TOMLINSON POLAMALU Nike leave nothing, HEROIN PSA The role of consumerism in the marketplace

GLITTERING GENERALITIES TECHNIQUES OF ADVERTISING GLITTERING GENERALITIES Relates the product or services to words or images that promise everything, but deliver little or nothing http://www.youtube.com/watch?v=s__nHCNT8y8 http://www.youtube.com/watch?v=TCjh9avGd40 http://www.youtube.com/watch?v=IocCC1-jeTY LITE BEER FROM MILLER, EF HUTTON, The role of consumerism in the marketplace

TECHNIQUES OF ADVERTISING PLAIN FOLKS APPEAL Relates a product or service to the experience of ordinary folks This is a technique meant to appeal to consumers who want value rather than prestige http://www.youtube.com/watch?v=sOuizLehD2k http://www.youtube.com/watch?v=Ug75diEyiA0 http://www.youtube.com/watch?v=vYEXzx-TINc&feature=related BARTLES AND JAMES, Where’s the Beef?, LIFE CEREAL The role of consumerism in the marketplace

TECHNIQUES OF ADVERTISING TESTIMONIALS Use of celebrities or experts to speak for a product Sometimes advertisers insult our intelligence with celebrities who have little credibility about the product being promoted http://www.youtube.com/watch?v=45mMioJ5szc http://www.youtube.com/watch?v=aXSQy2ATQxk http://www.youtube.com/watch?v=hVIjtF2eBrc Michael Jordan Failure, Steve Nash Training, Tiger 3 seconds, Tiger Quiet The role of consumerism in the marketplace

SCIENTIFC APPEAL http://www.youtube.com/watch?v=9XUKOUbp_PA Uses statistics or scientific data to persuade consumers to buy a product or service

WHEN IN DOUBT DOUBLE UP As you have seen in several of our examples an approach used by many ad agencies is to combine two or more of the approaches http://www.youtube.com/watch?v=ygh-sTzy5p8 http://www.youtube.com/watch?v=MLcYyivv9AI&NR=1 http://www.youtube.com/watch?v=USn5t5nQWU8&feature=related