1. BUSINESS COMMUNICATION IN ENGLISH INTRODUCTION TO ADVERTISING I, II, III Anisoara Pop, PhD, Dimitrie Cantemir University, Targu Mures, Romania Evaluation: questionnaire 50p + project 50p

2. COURSE OUTLINE 1.2.3. DEFINITION OF AD COMMUNICATION CLASSIFICATION (LONG/SHORT) MEDIUM STRATEGIES (REASON/TICKLE, HARD/SOFT) CONSUMER’S BENEFITS PITCH – STRUCTURAL PATTERN OF AN AD (attention, confidence, response etc.) NEEDS HIERARCHY CONSTRUCTION MODE (MUSIC AND LANGUAGE INFORMATION PROCESSING (ATTENTION/ME MORY) MARKET RESEARCH - DEMOGRAPHIC S

3. What is advertising? - one of the most popular arts of our times - ubiquitous; unsolicited -met with different attitudes: skepticism, cynicism,; -informative/entertaining/manipulative/har mful (Why? Products, consumerism, utopia) - profitable business - utopian vs shocking - film directors and actors are keen to work on ads: Scorsese directed a perfume ad, Fellini an ad for pasta, Alan Parker began his career as a director in advertising. 1.? What is your view of ads?

4. Ad-ing does not affect meAd-ing does not affect me affects your budget Consider a career in advertising Group Work: brainstorming about an ad read/heard/seen you recall, WHAT IS BEING ADVERTISED?Group Work: brainstorming about an ad read/heard/seen you recall, WHAT IS BEING ADVERTISED? ProductProduct IdeaIdea ImageImage - write/talk about the images, the idea behind the product, slogan/jingle, why do you think it is a successful/unsuccessful ad- write/talk about the images, the idea behind the product, slogan/jingle, why do you think it is a successful/unsuccessful ad Motivate: Why did you choose it?Motivate: Why did you choose it?

5.  R: can recall so many surface details: the presenters, the visuals, the words -- basically, those things the advertisers want us to recall  What is the purpose of advertising?

6. “the purpose of every drop of advertising ink and paint is to make a number of human beings do someting that otherwise they would not have done” (Guidlach, 1931, p.165 ) to create demand for products ADVERTISE = ‘advertere’ (Latin) – turn towards Actionfavorable disposition a method of mass promotion a one-way form of marketing communication where the message receiver (i.e., target market) is not in position to immediately respond to the message (e.g., seek more information). over the next 10-20 years advertising will become highly interactive

7. The work behind an ad - gets 15%. to pay their expenses (the creative writers, artists, researchers, production and technical costs and profit agency will hire film studios, recording studios, voice-over studios, to do the actual production 85% of the manufacturer's money will goto the various media (TV, radio, newspapers, etc.) to buy time or space

8. Local ads may cost only a few hundred dollars expensive national ads (complicated scenes, new technologies, big celebrities) may cost nearly a million dollars in production costs alone 2 most expensive spots "American Idol"(Fox) ($705,000)

9. MEDIUM  - an important parameter of difference  Printed: newspapers, magazines  Radio  TV  Roadside hoardings

10. Ads take advantage of the particular medium ads on subway trains (longer copy, idleness) –

11.  TV ads rely on music and moving pictures in a way that magazine ads cannot  theme – Smirnoff vodka F:\RISEBA F:\RISEBA  http://www.youtube.com/watch?v=- iXwzBvdrIY&feature=related http://www.youtube.com/watch?v=- iXwzBvdrIY&feature=related http://www.youtube.com/watch?v=- iXwzBvdrIY&feature=related  ? How could this ad be adapted to a magazine? Newspaper? Radio?

12. SIMPLE AND COMPLEX ADS SIMPLE – everything that is presented is linked with the ad COMPLEX – symbols – specific to consumption society transfer the quality of the additional material to the merchandise): Malborro cigarettes Think about: natural aspects, people’s characteristics http://www.youtube.com/watch?v=XwtijQl6_EU&feature=related

13. COPY LENGTH  depends on the product  Short copy: Luxuries – atmosphere is more important (only the manufacturer’s name or initials)  Big buys – durables – require reason copy + visual persuasion (tickle)

14. THE TECHNIQUE – URGE HARD SELLING Direct appeal to buy Buy X! Call now! Extols excellent quality Insists on limited availability Low cost, guaranteed reliability SOFT SELLING mood will induce selling Life will be better with the product advantages and urge to buy is subtle and indirect suggests

15.  http://www.youtube.com/watch?v=krMLFU cd16o&feature=related http://www.youtube.com/watch?v=krMLFU cd16o&feature=related http://www.youtube.com/watch?v=krMLFU cd16o&feature=related  Bacardi drink – dancing, tropical beach, slim people, happiness  How does spirits drinking make people? Rich?slim?adequate?  http://www.youtube.com/watch?v=4BdXd7aRyF4 (Christina Aguillera – perfume) http://www.youtube.com/watch?v=4BdXd7aRyF4 http://www.youtube.com/watch?v=OYecfV3ubP8 http://www.youtube.com/watch?v=OYecfV3ubP8 Apple Mackintosh 1984 (Orwell – Big Brother, totalitarianism) http://www.youtube.com/watch?v=OYecfV3ubP8  http://www.tvadsplus.com/main.asp?pid=commercial&commid=62 – cell phones http://www.tvadsplus.com/main.asp?pid=commercial&commid=62

16. REASONIntellectually Logical, rational reasons Computer: speed, RAM, monitor resolution, disk capacity Photos: stark, simple Specialist authority TICKLEEmotionally Social life is improved by product: Sex appeal Life style Self esteem Photos: humor, mood, improved lifestyle

17. A FRAGRANT SENSATION A SPARKLING LOVE STORY WONDERFULLY ROMANTIC STARRING Sometimes there’s a moment when everything comes together…A moment of Splendor.

18.  Eg. Camera phone: small size, excellent performance + fun and friends  ? Where would you include cigarette ads? Ads stressing a low-tar content?  How about the Audi commercial: http://www.funonline.ro/video_33468_Audi_Car_Comme rcial.html http://www.funonline.ro/video_33468_Audi_Car_Comme rcial.html http://www.funonline.ro/video_33468_Audi_Car_Comme rcial.html  Do you have reasons for buying? Reason or tickle?  Are they directly stated or suggested? Hard or soft sell?  Perfume? a combination of reason and tickle (visually)*

19.  SLOW DRIP: rarely, over a longer period of time  SUDDEN BURST: great frequency over a short period of time (Easter and Christmas holidays, for delicacies, luxuries, hi-fi DURATION AND FREQUENCY

20.  THE 4 WORLDS OF AN AD  YOU – The pleasure of phantasy PRODUCT exists in 3ws PRODUCT exists in 3ws PSYCHOLOGY OF ADVERTISING Sender’s world AD WORLD: fictional FANTASY WORLD of the purchaser REAL WORLD The perspective purchaser

21.  celebrities belong to fictional and real world  real consumers also belong to the two worlds  direct gaze or address of the character or voice-over The contact reality-fiction is ensured by:

22. We persuaded to do something or to believe something to believe something HOW? Do ads force us?  They lure us.  They tempt us.  They flatter us: We are all benefit - seekers

23. Benefit -Keep the good persuasion appeals primarily to our natural human desire to protect the various "goods" we already have - Cosmetics - stress bodily protection. - lawn mowers, and garden tools** Sports programs, with a predominantly male audience, have many such "caretaker" ads for home repairs, tools, lawn care, and life insurance - financial investments - protect assets Efficiency simplicit y audience - centered responsi bility, wisdom, pride Pet care: feelings of love and responsibi lity

24. Get the good ACQUISITION 75% - affluent society simply emphasize acquisition - make us discontent with what we already have In your country what is emphasized: acquisition of new things, or maintenance of older ones?

25. association technique is used, linking the product or service with something already liked or desired Cosmetic ads: beautiful models in settings suggesting sex appeal, popularity, wealth. Cosmetic ads: beautiful models in settings suggesting sex appeal, popularity, wealth. "We make lipstick but we sell hope," said Charles Revson, the cosmetic manufacturer, in a famous quote. acquisition

26. Get rid of the bad – RELIEF scare-and-sell scare-and-sell technique problem, -solution diets, weight-loss Pain killers, deodorants

27. Avoid the bad - PREVENTION scare-and-sellscare-and-sellsecurity devices (locks, alarms, fences, safe deposit boxes, vaults) insurance, savings accounts, Food, clothing, and home repairs

28. All people are benefit-seekers