Advertising Honors Language and Composition

What is advertising? Jot down your response

Where is advertising? List places where advertising is present List places where advertising is present List at least three “ads” you see in this classroom. List at least three “ads” you see in this classroom.

What is its purpose? Capture our attention Capture our attention Create a need in our subconscious Create a need in our subconscious Get us to act upon that need Get us to act upon that need

Some winning ads: Cheese anyone? Cheese anyone? Cheese anyone? Cheese anyone? Radio Ad – Clio Winner Radio Ad – Clio Winner Radio Ad – Clio Winner Radio Ad – Clio Winner Print Ad - Clio Winner Print Ad - Clio Winner Print Ad - Clio Winner Print Ad - Clio Winner

Think about what you see here: jf46U jf46U jf46U jf46U

Important “Jargon” and Terminology

Media the means of communication the means of communication Wide reach Wide reach Radio, television, newspapers, magazines, etc. Radio, television, newspapers, magazines, etc.

Demographics Information about size & characteristics of a particular population. Includes: age, sex, income, education, size of household, ownership of home, etc. Information about size & characteristics of a particular population. Includes: age, sex, income, education, size of household, ownership of home, etc.

Copy text for an advertisement. text for an advertisement. Should get attention, generate interest and desire and prompt action. Should get attention, generate interest and desire and prompt action.

Branding Process employing marketing strategies to get people to easily remember their products and services Process employing marketing strategies to get people to easily remember their products and services Important concept in today’s world where so many brands exist Important concept in today’s world where so many brands exist

Niche A part of the market consisting of those people most likely to be interested in a product or service. A part of the market consisting of those people most likely to be interested in a product or service. Also called “target market.” Also called “target market.”

Roadblocking a scheduling technique where a brand's commercial airs at approximately the same time on all three networks or on all stations in a given market. a scheduling technique where a brand's commercial airs at approximately the same time on all three networks or on all stations in a given market.

Sweeps the four 4-week periods when all TV markets are measured by Nielsen and Arbitron for station viewing and demographic information. Sweep months are February, May, July and November. the four 4-week periods when all TV markets are measured by Nielsen and Arbitron for station viewing and demographic information. Sweep months are February, May, July and November.

Culture Jamming Tactic to disrupt or weaken cultural establishments, including corporate advertising. Tactic to disrupt or weaken cultural establishments, including corporate advertising. Political and social activism Political and social activism Use the media to subvert the media Use the media to subvert the media Point is to have us consider the “branded” world we live in Point is to have us consider the “branded” world we live in Challenges what is “cool” Challenges what is “cool” Expose the over consumption of our society Expose the over consumption of our society

Culture Jamming Example

Marketing to your generation Marketing to Millennials – New York Times Marketing to Millennials – New York Times Marketing to Millennials Marketing to Millennials

Jib Fowles’ appeals Who is this guy? Who is this guy? Who is this guy? Who is this guy?

Appeals To reach urges, desires, yearnings To reach urges, desires, yearnings Because we are a consumer driven economy, companies MUST advertise Because we are a consumer driven economy, companies MUST advertise In areas where commodities are scarce, there is no need to advertise In areas where commodities are scarce, there is no need to advertise We must pay attention to how we are being reached to avoid “responding unthinkingly” We must pay attention to how we are being reached to avoid “responding unthinkingly”

15 Basic Appeals American is exposed to 500 ads daily American is exposed to 500 ads daily We have developed filters We have developed filters Advertisers want to find a way into our subconscious Advertisers want to find a way into our subconscious Advertisers find ways to stimulate our impulses and desires Advertisers find ways to stimulate our impulses and desires

Appeals, cont. Two contents in ads: Two contents in ads: Appeal to drives in our minds Appeal to drives in our minds Provide information (product name, picture, etc.) Provide information (product name, picture, etc.) Link these two (Cadillac with country club) Link these two (Cadillac with country club)

Need for Sex Used very little Used very little Too “blaring” and detracts from product Too “blaring” and detracts from product Works better on men than women Works better on men than women A tricky appeal A tricky appeal

Need for affiliation Need to associate with others Need to associate with others Desire to be in good company Desire to be in good company Pair-bonding Pair-bonding Friendship Friendship Can be negative, too (ie: if you don’t use our product…) Can be negative, too (ie: if you don’t use our product…)

Need to Nurture Taking care of pets, kids, defenseless creatures Taking care of pets, kids, defenseless creatures Wife taking care of sick husband, etc. Wife taking care of sick husband, etc.

Oscar Meyer Wieners

Need for guidance Opposite of need for nurture Opposite of need for nurture Help me! Shield me! Guide me! Help me! Shield me! Guide me! Paren-tlike figures Paren-tlike figures Figures of authority Figures of authority Figures of fantasy (Betty Crocker) Figures of fantasy (Betty Crocker)

Need to aggress Aggressive drives Aggressive drives Needs to be carefully considered; can be a turnoff Needs to be carefully considered; can be a turnoff Depicted arguments Depicted arguments

Where’s The Beef?

Need to Achieve Energizes and motivates people Energizes and motivates people Role models, celebrities Role models, celebrities Products that advertise in superlatives Products that advertise in superlatives

Need to dominate Not always masculine Not always masculine Aspiration for control Aspiration for control Longing for “clout” Longing for “clout” Craving to be powerful Craving to be powerful

Need for Prominence Want to be admired and respected Want to be admired and respected To enjoy prestige and social status To enjoy prestige and social status Put one above others Put one above others

Need for attention Want others to look at and up to you Want others to look at and up to you Exhibit ourselves Exhibit ourselves

Need for autonomy Independence and integrity Independence and integrity Being an individual Being an individual Antithesis of need for guidance Antithesis of need for guidance

Need to Escape Seek adventure Seek adventure A one person flight A one person flight Freedom from obligations, duty, work, etc. Freedom from obligations, duty, work, etc.

Need to feel safe Calls to the instinct of self-preservation Calls to the instinct of self-preservation Want someone to watch over us Want someone to watch over us Protect ourselves from danger and negative influences Protect ourselves from danger and negative influences Want to be healthy Want to be healthy

Need for Aesthetic sensations It looks good It looks good Nearly every ad has this component Nearly every ad has this component Can be expanded into ad’s primary appeal Can be expanded into ad’s primary appeal Appeals to our sense of beauty Appeals to our sense of beauty

Kohler ad

Need to Satisfy Curiosity We are naturally curious We are naturally curious Trivia, percentages and observations help sell products Trivia, percentages and observations help sell products What does it feature that I want to know? What does it feature that I want to know?

Physiological Needs Appeals to our need for sleep, food, drink Appeals to our need for sleep, food, drink

Closure Jot down one important idea you learned Jot down one important idea you learned Jot down five other facts/bits of information you found useful or interesting Jot down five other facts/bits of information you found useful or interesting Homework: go home and browse through the newspaper or a magazine. Find an ad that you fits perfectly into one of Fowles’ appeals. Bring to class for discussion. Homework: go home and browse through the newspaper or a magazine. Find an ad that you fits perfectly into one of Fowles’ appeals. Bring to class for discussion.