1. Advertising – Definitions and Techniques

2. What is Advertising?
The act or practice of calling public attention to one's product, service, need, etc.

3. Where do you find advertising?
Mass Media – Tools that deliver messages to lots of people TV
Radio
Magazines
Internet
Newspapers
Others?

4. Targeted media – Tools that reach certain specific people
Mailings
In-store announcements
Billboards
Buses
Websites

5. Advertising at Work Advertising has four jobs:
Attention : grabbing the public’s attention
Image : it must establish a unique image. Personality creating associations, needs, and desires for this product
Reassure : reassure consumers who’ve already bought the product to maintain customer loyalty
Persuade : persuade new customers to buy the product

6. 1) Bandwagon
Everyone is doing it
The ad creates a positive connection by showing that the product/service/idea is widely used and widely accepted
Bandwagon Example

7. 2) Plain Folks
The ad uses simple, common language, images, and content to appeal to the average person

8. 3) Testimonial
The ad uses a celebrity or expert that endorses the product or service, either directly or indirectly
Testimonial Example

9. 4) Science/Statistics
The ad uses science, scientific language, or statistics to prove their product is good

10. 5) Transfer
The ad couples the product with something desirable – sex appeal, humor, patriotism, sports, video games, whatever – so a positive feeling is created for the product

11. Transfer Examples

12. 6) Emotional Appeal (Hidden Fears)
the advertiser tries to play up on the emotions of the audience, often in lieu of information that might appeal to an audience rationally.
Emotional Appeal Example

13. 7) Repetition
The constant statement of an idea to fix the image of a product in the audience’s mind.
Could be
Audio
Audio Visual

14. 8) IDEAL Family/Kids
Represent the ideal family or kids that you want or want to be
Ideal Family/Kids

15. 9) Weasel Words
The use of vague terms to mislead the viewer into thinking the product is better than it really is.
Weasel Words

16. Weasel Words Examples
"Helps control dandruff symptoms with regular use." The weasels include "helps control," and possibly even "symptoms" and "regular use." The claim is not "stops dandruff." "Leaves dishes virtually spotless." We have seen so many ad claims that we have learned to tune out weasels. You are supposed to think "spotless," rather than "virtually" spotless. "Only half the price of many color sets." "Many" is the weasel. The claim is supposed to give the impression that the set is inexpensive. "Lots of things have changed, but Hershey's goodness hasn't." This claim does not say that Hershey's chocolate hasn't changed.

17. 10) Excitement (Music)
music and other sound effects add to the excitement of commercials, especially commercials aimed at kids.
Excitement

18. What’s the big deal?
Advertising affects all of us, whether we realize it or not. It affects…
What we spend our money on
What we find to be “cool”
What we find attractive
How we view genders, races, and other stereotypes
Our health, happiness, and well-being
How we think people should act
Our culture in general

19. How Should We Handle Advertising?
If you understand how an ad is supposed to work, you won’t be “tricked” into buying or believing things you don’t want to.
We will practice analyzing ads – we will try to figure out how they work and how they can affect you so you can make conscious choices.