1 Note to students who were absent: Copy down the following 6 strategies. Attempt to locate each of the commercials online using you tube. Follow the instructions for what to do with each commercial you saw Commercial Analysis Notes Supply and Demand Project

2 Essential Question: Identify the 6 major types of advertising strategies and explain their intended impact(s) on consumers; Evaluate which strategies would be effective and appropriate to get you to buy a specific product Commercial Analysis Notes Supply and Demand Project

Why advertise? Producers want to increase consumer demand for their products without lowering price Producers create commercials (TV, Internet, Radio) to sway consumer tastes and preferences and make consumers BUY!!! Commercials use a specific advertising strategy (or multiple ones) to influence consumer tastes and preferences, in order to sell their product Commercial Analysis Notes Supply and Demand Project

Directions For each of the 6 commercials, write down a 1-2 sentence summary describing what you see, how you feel (or how you think the commercial is supposed to make you feel), and/or any other messages you are supposed to “get” from watching the commercial. Commercial Analysis Notes Supply and Demand Project

5 Strategy #1-Emotional Appeal: Subaru, Serve Pro, and Windows phone Advertisers show different images to evoke emotions out of consumers: Joy, humour, anger, loneliness, vanity, or pity to distort views. Positive emotions are associated with the use of the product; Negative emotions without the use or with the use of a competing product. The most commonly used strategy; must be carefully used, not all consumers will have the same emotional response Commercial Analysis Notes Supply and Demand Project

6 Strategy # 2 “Bandwagon” Simpsons Coke, Santa Pepsi Commercial Advertisers show different images that support the idea that “EVERYONE’S” using/buying this product therefore, shouldn’t you? This strategy is typically used with an already established product Sometimes when an established company introduces a new product, they will use bandwagon to generate interest. Commercial Analysis Notes Supply and Demand Project

7 Strategy #3, Testimonial” Metro PCS, Gatorade, Sony These commercials employ a famous actor, musicians, athletes, or other known individuals They convey a message of trust, since someone you know is using or making claims about a product- those claims must be true. The person giving the testimonial is either representing the people who use the product or who is respected by the people that the product is intended for. Commercial Analysis Notes Supply and Demand Project

8 Strategy # 4 Name Calling “Slowski’s, Sprint, Samsung Commercial makes fun of, or makes negative comments or suggestions about competitor. Very dangerous, as a direct non-factual statement could lead to a law suit for slander Very cautiously done as they can lead to advertising wars, make the “name caller” look bad, or give the competitor free advertising. Commercial Analysis Notes Supply and Demand Project

9 Strategy # 5 Repetition JG Wentworth Opera and Kmart Big Gas Savings Product, Brand, or Company name said over, and over, and over, and over again! The purpose is to provide a mental reminder to use the product, or create company or brand recognition. Repetition can also be used for important contact information such as phone #’s and addresses Commercial Analysis Notes Supply and Demand Project

10 Strategy # 6 Logical Argument Lipitor, Commercial appears to be telling simple truth based on facts with little emotion, and may include statistics or testimonial. Usually used with products that have inelastic demand because they are seen as a necessity. Often the calmness and lack of imagery suggests an air of superiority, that the product “doesn’t need” to use the other strategies. Commercial Analysis Notes Supply and Demand Project

Commercial Skit (don’t copy) You will be placed in a group of 6-7 Each group will be given a specific product to create a commercial for. Your group will be expected to write a script that explains what is happening in the skit, what product you are promoting, and what role each group member is playing Commercial Analysis Notes Supply and Demand Project

Commercial Skit Continued (Don’t Copy) Each group member will be expected to have the script written in their notebook You are encouraged to use props to make your commercial more realistic You MAY NOT tell the class what strategies you are using- you will be graded on your ability to “teach without telling” Commercial Analysis Notes Supply and Demand Project

Rubric Complete set of notes with all commercials, minimum of 3 questions per page and complete summary= 20 points Skit that is well rehearsed and includes everyone (no one “tells” the audience what is happening) =10 points The advertising strategies used are clear to the audience and appropriate to the product = 20 points! Commercial Analysis Notes Supply and Demand Project

Script (write on a new page), Each group member should have this written down! Group Members: (First and last names) Product: (Each group will be given Advertising Strategies: (Pick 2 and only 2) Prop’s: (Not required, but suggested) Script: (Detailed, includes everyone, rehearsed) You will be expected to write the script and have it rehearsed and ready to present on Wed. You will not be allowed to leave class to rehearse. Be sure to have all of this information (except script+props)) completed prior to leaving today! Commercial Analysis Notes Supply and Demand Project