Modern Advertising Kerri Joyce

What is an Advertisement? Usually a paid form of communicating a message by the use of various media. It is persuasive, informative, and designed to influence purchasing behavior or thought patterns.

WWII Aftermath: After and because of World War II, the United States had 65% of the world’s industrial capacity. By the 1950s, industrial giants were concerned that Americans had bought all their products and would stop buying, thus wrecking the consumer economy. Out of this, two strategies evolved. One was designing products that would soon be either outdated or break down, forcing the consumers to keep buying. The other was pushing advertising to a new level of intensity. Advertising agencies hired psychologists to design new strategies for boosting sales. Television was central to this, since consumers no longer had to go to the advertisers. Now advertisers could impose themselves into viewers’ homes every time they turned on the TV. Vance Packard’s book, The Hidden Persuaders, exposed many of the new strategies advertisers were using, including the alleged use of subliminal advertising, ads that would work beneath the conscious brain to influence people. For example, movies, which show 24 frames per second, purportedly would use one frame to display a picture of a soft drink, subconsciously enticing viewers to get up and head to the concessions stand. Despite Packard’s expose, advertising has grown and flourished ever since.

Subliminal messages in Advertising:

Straightforward vs. Hidden message

How Advertising Appeals - Emotion Ads that manipulate emotions Offer wishful thinking Flattery Ridicule The ooooh, aaaaaah factor

Emotion:

How Advertising Appeals – Avante Garde Using the product puts you ahead of the times Ahead of others Be the first Look ahead Be progressive Limited

Avante-Garde:

How Advertising Appeals - Bandwagon Implies that it is widely used Encourages joining the crowd Everyone is doing it Everyone is using it Jump aboard

Bandwagon: Note: Often includes both genders, various ethnic groups and different ages

How Advertising Appeals – Brand Loyalty Relies on their reputation Recognisable logo Recognizable color Often need no words to identify

Brand Loyalty:

How Advertising Appeals - Health Offers idea of wellness Offers idea of fitness Good for heart Make you healthier Help lose weight

Health:

How Advertising Appeals – Music and Slogans Tunes & Songs Beats Jingles Rhymes

Music and Slogans:

How Advertising Appeals - Rewards Something free ◦ Toy in the box ◦ Points ◦ More product ◦ Buy one get one

Rewards:

How Advertising Appeals - Scarcity Limited time Limited number

Scarcity:

How Advertising appeals - Science Statistics Facts Charts Graphs Output data Dangers

Science:

How Advertising Appeals - Senses Uses Smell Touch Sound Sight Taste

Senses:

How Advertising Appeals - Sex Nudity, partial or more Sexually Suggestive Body positions, jewelry, gestures that suggest sex Words This is one of the most widely used appeals in advertising. It often is more focused on females, but males are also used.

Sex:

How Advertising Appeals - Elitism Be part of an elite group Better than most Luxurious/gold, diamonds Glamorous/streamlined High profile life style Wealthy

Elitism:

How Advertising Appeals - Testimonials Promotes with famous people Sometimes ordinary people Big groups

Testimonials:

How Advertising appeals – Wit and Humour Makes you laugh Entertains Pictures, words, gestures Puts a smile on your face Makes you feel good

Wit and Humour:

What to Remember: Most ads consist of 3 or more techniques Not everyone sees the same things Understanding techniques helps you be a smarter consumer.

Practice: Name the techniques you see in the following ad Can you identify the product by the picture? How does the ad make you feel? What are they saying about their product? How effective is the ad?

Now to Design your own Advertisment: In groups of 2 or 3 you are to design a print based advertisement for a common household product You are to use at least three of the mentioned appeals You are to create an original name and slogan for your product You are to present your advertisement on a PowerPoint presentation and in hard copy

How to Design your own Advertisment: On your PowerPoint presentation you are to include: The advertisement on page one. The slogan on page two and two paragraphs explaining why you chose it. The appeals you used on page three and a paragraph on each appeal explaining why you selected it, as well as the positive and negative aspects of the appeal. On page four you are to outline your target audience and how that can be seen in your ad as well as what aspects individual group members contributed.

Now to Design your own Advertisement: You will have three lessons to complete this task and one lesson to present your PowerPoint presentations. You will be assessed on the following criteria: 4. Work constructively with others. 5. Demonstrate understanding and appreciation of text structures and features. 6. Plan, organise and complete activities. 10. Communicate ideas and information.

GOODLUCK!