1. THE PITCH – 1,2,3,4,5 - structural pattern of an ad AIDA – attention, interest, desire, action 1. attention getting 2. confidence building 3. stimulate desire 4. urgency stressing 5. response seeking

2. HI! ATTENTION GETTING Over 50,000 new TV ads appear each year – compete for attention External attention getting Entertainment Ad Internal Emotional, physical (sounds) cognitive (reason

3. Startling images Benetton clothing: real pictures taken by photo reporters

4. Universal theme sometimes encounters unforeseen cultural barriers Squeamish Revolting

5. Sex sells: subtle / blatant

6. “Blonde on the bonnet” Women sell

7. Perfumes – Romance, Love affair Why employ sexual innuendo?

8. 1. because it works. 2. the second strongest of the psychological appeals, right behind self-preservation

9. HUMOUR - positive feelings - motivate the recipient to buy the presented product German coastguard

10. Other strategies Reversal of expectations TELL THE TRUTH (stop pretending about the best) Think small “Probably the best beer in the world” (Carlsberg) Duster

11. 2. TRUST ME: CONFIDENCE- BUILDING How?

12. endorsements Aristotle (Rhetoric): the most effective means of persuasion was the ethos, image projected by the persuader WHO: Evaluation of persuader:expert sincere, benevolent Different presenters: authority (Sensodine), friend figures, star HOW : Confidence words and nonverbals (smiles, gestures),

13. Endorsements Turkish airlines

14. EXPERT POWER

15. Confidence building language Quality: excellent, exceptional, ultimate ultra extraordinary finest urgency appeal: "Hurry... only a few left.“ Beauty: heavenly, lovely, nice

16. Desire stimulating benefits promised to the buyers: prestige, popularity, sex appeal Transfer or Masculine/Feminine Appeal

17. impression of a “perfect person”. “transfer” the qualities to yourself. Nike-Nike--makes you more athletic; Jordan: young men would like to be as skillful as Jordan; the ad implies that part of his skill derives from the brand of athletic shoe he wears

18. Snob Appeal Luxury and Elegance a feeling of envy or desire for this “fine” product.

19. Search for Adventure buying the product will change your life

20. Romance “Take my hand. Discover Bora Bora perfume” Fragrances, automobiles cosmetics

21. Bandwagon everybody” is doing it, appeals to you to be a part of the crowd (gregarian) Pepsi – generation nextgeneration next As you watch - what are the characteristics of this “generation”?

22. Hurry: Urgency stressing The claims seek an emotional response: to rush us to buy something to believe something without careful thinking creates an anxiety that we might lose a benefit ? How do we signal that something is urgent?

23. WORDS: Limited Offer; Never Again; Time running out; Time-sensitive material; Today Only; Weekend Sale; You must respond within 24 hours

24. NONVERBAL: sights and sounds in the background suggesting urgency: - staccato sounds, clocks ticking, timers clicking, hourglass sands draining, drums beating, - fast-talkers, auctioneer's chatter, - disappearing items, or shrinking stocks

25. Buy – response seeking triggering words Buy, Get, Select, Order; TAKE A first step: call….; use the product: taste, feel, enjoy, experience