Has advertising evolved?.

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Presentation transcript:

Has advertising evolved?

 Target Audience  Concept/Main points  Slogan/Language  Image  Layout  Links  How successful is it?

In Bartholomew Lane on the back side of the Old Exchange, the drink called Coffee (which is a very wholesome and Physical drink, having many excellent virtues, closes the Orifice of the Stomach, fortifies the heat within, helps Digestion, quickens the Spirits, makes the heart light, is good against Eye- sores, Coughs, or Colds, Rheums, Consumptions, Head-ache, Dropsy, Gout, Scurvy, Kings Evil and many others) is to be sold both in the morning and at three o'clock in the afternoon. The ad to the left is the first advertisement in London for coffee, and appeared in 1657!!!!!!!

Analysing Advertising Advertising tends to follow a basic format - a slogan or a striking image catches our attention, the body of the ad contains more factual information about the product, and a pack shot or logo reinforces the brand identity.The combination of these elements, even though we may only look at them for the average time of 1.5 seconds, leaves us with an impression of the values that are attached to that brand, and a sense of who the target audience for the product is (male? female? pensioner? teenager?). When first analysing an ad you need to decide: WHO the ad is aimed at - describe them demographically and psychographically WHAT is being advertising and WHAT is specifically highlighted about the product (the benefits) in this ad? WHY this helps sell a product WHERE/WHEN this ad might appear in order to reach its target audience

Lines of Appeal Then you need to decide what techniques are being used to communicate with the audience. According to Gillian Dyer (Advertising as Communication Routledge 1988) advertisers use, among other techniques, the following lines of appeal. They use images of or references to these things to tap into our desires - and fears: Happy families - everyone wants to belong Rich, luxurious lifestyles - aspirational Dreams and fantasy Successful romance and love Elite people or experts Glamorous places Successful careers Art, culture & history Nature & the natural world Beautiful women - men AND women like looking at beautiful women, so the thinking goes: men admire them, women admire what makes the men admire them. Self-importance & pride Comedy & humour Childhood - can appeal to either nostalgia or to nurturing instincts

A study of vocabulary used in advertising listed the most common adjectives and verbs in order of frequency. They are: AdjectivesVerbs 1.new1.make 2.good/better/best2.get 3.free3.give 4.fresh4.have 5.delicious5.see 6.full6.buy 7.sure7.come 8.clean8.go 9.wonderful9.know 10.special10.keep 11.crisp11.look 12.fine12.need 13.big13.love 14.great14.use 15.real15.feel 16.easy16.like 17.bright17.choose 18.extra18.take 19.safe19.start 20.rich20. taste Good and new were over twice as popular as any other adjective.

suddenly now announcing introducing improvement amazing sensational remarkable revolutionary startling miracle magic offer quick easy wanted challenge compare bargain hurry Other common words include:

 Target Audience  Concept/Main points  Slogan/Language  Image  Layout  Links  How successful is it?