Analysing Advertising Understanding the language and techniques of advertising

What is advertising? Advertising is a message designed to promote or sell a product, a service, or an idea. Advertising reaches people through varied types of mass communication. Advertising is a multibillion dollar industry (more than $100 billion a year) in the U.S.

Why advertise? -to sell products -to promote an image -to gain new customers -to gain political support -to recruit people -to influence people’s thoughts and actions

Where is Advertising? Television Radio Billboards Internet Print ads (magazines, newspapers) Vending machines Signs Tatoos

The language of advertising: Consumer: a person who buys goods or services. Focus group: a small group of people chosen by marketers for the purpose of testing a new product or idea. Marketing: the many ways that products are sold. Media: the many different methods of communication available today. Product placement: a form of advertising in which marketers pay to have a product shown in the media.

The language of advertising… Brand loyalty: a person’s preference for a product. Target Audience: a group of people that is expected to buy a particular product or service. Parity Products: products in which all or most brands available are nearly identical (toothpaste, soaps, soft drinks, pain medicines, beer, gasoline).

The “Claim” What does the ad’s language tell you? The “claim” is the verbal or print part of an ad that makes some claim of superiority for the product being advertised. Often no one superior product exists and advertising is used to create the ILLUSION OF SUPERIORITY.

ILLUSIONS OF SUPERIORITY To create the necessary illusion of superiority, advertisers usually resort to one or more of 10 basic techniques. The Weasel Claim The Unfinished Claim The “We’re different and unique” claim. The “Water is Wet” Claim. The “So What” Claim The Vague Claim The “Compliment the consumer” Claim The Endorsement or Testimonial The Scientific or Statistical Claim The Rhetorical Question

The Weasel Claim Words that appear meaningful and substantial upon first look, but disintegrate into hollow meaninglessness on analysis are weasels. Commonly used weasels: “helps” “virtual” or “virtually” “acts” or “works” “up to”, “as much as” “refreshes” “comforts” “fights” “looks like” or “the look of” “fortified”, “strengthened” and “enriched” “new” and “improved”

The “We’re Different and Unique Claim” This claim states that there is nothing else quite like the product being advertised. For example: “There’s no other mascara like it.” “if it doesn’t say Goodyear, it can’t be polyglas.” (Polyglas is a trade name copyrighted by Goodyear. Goodrich or Firestone could make a tire exactly identical to the Goodyear one and yet couldn’t call it ‘polyglas’—a name for fiberglass belts.)

The Unfinished Claim The ad claims the product is better, or has more of something, but does not finish the comparison. For example: “Magnavox gives you more” More what? “Supergloss does it with more colour, more shine, more sizzle, more!” “Ford LTD—700% quieter.” (When asked to make good on this claim, Ford revealed that they meant the inside of the Ford was 700% quieter than the outside.)

The “Water is Wet” Claim This claim says something about the product that is true for any brand in that product category. It is usually a statement of fact, but not a real advantage over the competition. For example: “Great Lash greatly increases the diameter of every lash.” “Mobil: the Detergent Gasoline” (any gasoline acts as a cleaning agent)

The Vague Claim Simply not clear. Uses words that are colourful but meaningless. Also uses subjective, emotional opinions that cannot be verified. Most contain weasels. For example: “It’s deep rich lather makes hair feel good again”

The “So What” Claim A claim is made that is true but which gives no real advantage to the product This is similar to the ‘water is wet’ claim except that it claims an advantage which is not shared by most other brands in it’s product category. For example “Campbell’s gives you tasty pieces of chicken and not one, but two chicken stocks.” (so what?)

The Endorsement or Testimonial A celebrity or authority appears in an ad to lend his or her stellar qualities to the product.

The Scientific or Statistical Claim This kind of ad uses some sort of proof or experiment, very specific numbers, or an impressive sounding mystery ingredient. For example: “Certs contains a sparkling drop of Retsyn” “Easy off has 33% more cleaning power than another popular brand.”

The “Compliment the Consumer” Claim This claim butters up the consumer by some form of flattery. For example: “You’ve come a long way baby.” “The lady has taste.” “We think a cigar smoker is someone special.”

The Rhetorical Question This technique demands a response from the audience. A question is asked and the viewer or listener is supposed to answer in agreement with the products goodness. For example: “Plymouth, isn’t that the kind of car America wants?” “Shouldn’t your family be drinking Hawaiian Punch?

Colour and Language Advertisement often use catchy language to get your attention. Puns are one such technique. What is the pun here? Notice that the only items in RED are the PRODUCT and the PUN. This focuses the reader’s attention on the product and an important quality of the product. The ad is very simple and minimal. What is the reader supposed to learn from this ad?

Images in Advertising Understanding the image in the ad is key to understanding the ad. DENOTATION VERSUS CONNOTATION Denote means “to signify directly or literally” and describes the relation between the word and the thing it names. Connote means “to signify indirectly, suggest or imply” and describes the relation between the word and the images or associations it evokes. Thus, the word river denotes a moving body of water and may connote such things as the relentlessness of time and the changing nature of life. (www.dictionary.com)

Denotation vs Connotation The denotative meaning: the image is a motorbike. The connotative meaning: speed, adventure, risk taking…

Denotation: Ask yourself these questions. What is it of? How many images are there? Is there a main image plus a pack shot? Is it a literal representation of the product or is it a metaphor? How is the image positioned? What is the camera angle, and how does it position the reader? Non-Verbal Communication: What is being said without words by the body language of the model?

Connotation: Ask yourself these questions. Content Signs What do the costumes, setting, accessories tell you? What do you infer? Intertextuality Does the ad refer to any other media text? Is it a parody? Through the use of music does it evoke a movie or novel?

What do you see? Who is this ad for? What type of qualities is this ad suggesting women should have? What do you think this ad is selling? Why? What ‘temptations’ does this woman ‘look right in the eye’? What advertising techniques are being used here?

Stereotypes in Advertising Ad campaigns often make use of stereotypes as a shorthand way of communicating a set of meanings. Gender stereotypes are the most common.

Are seen: lying down on beds and floors. Gender Stereotypes MEN are shown as: Primarily functional, associated with: heavy machinery, business decisions, wearing executive suits and watches, taller than women. Women are shown as: Decorative, associated with, kitchen equipment, domestic financial decisions. Are seen: lying down on beds and floors.

Male Stereotypes -shows man as controlling a child or woman, Hero -able to win and conquer -strong Outdoorsman -seen in nature, often in control over wild nature Urban Man -seen as enjoying luxury Family Man -seen with a child or as father figure or coach. Breadwinner -shows man as controlling a child or woman, -often in background, as though watching or protecting them. At Work -usually involved in a more blue collar job than white collared one. Erotic Man -stereotype for the ideal man, muscular and tall. Consumer -the average guy -tells you that if you don’t use this product you aren’t even average. Quiescent -usually fairly inactive -ok for men to be doing nothing productive because they are having a quiet moment in their busy life.

Major Problems with Stereotypes Women: Unrealistic goals leads to self-esteem issues Women are seen as objects not humans Women are passive and not in control of themselves Message is: change appearance = life will be better Men: Show ideal for body type which can be unrealistic Men are seen as aggressive and in control of things, including women Women’s problems are “fixable”, you either fit the part of the masculine ideal or you do not.

Your Assignment: For Thursday Find at least 5 advertisements. Requirements: -must show at least 4 different claims. -must show some gender stereotyping of male and female. -must be in good repair when they are brought to class