advertising ii minus
TRANSCRIPT
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Coya
u / W
ikim
edia
Com
mon
s / C
C-BY
-SA-
3.0
Advertising IIMEDIA, POWER AND
CULTURE
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April
Killi
ngsw
orth
/ Fl
ickr /
CC-
BY-2
.0
Kroll BoP
Slogans you know• Just do it: Nike (1988)• I’m lovin’ it: McDonald’s (2003)• Eat fresh: Subway (2001)• Taste the rainbow: Skittles (1994)• Gives you wings: Red Bull (~1998)• Snap! Crackle! Pop! Rice Krispies
(1933)• Finger-lickin’ good: KFC (1956)
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MODES OF PERSUASION
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April
Killi
ngsw
orth
/ Fl
ickr /
CC-
BY-2
.0
Kroll BoP
Recognition• Commercial builds awareness
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INADEQUACY
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April
Killi
ngsw
orth
/ Fl
ickr /
CC-
BY-2
.0
Kroll BoP
Fear of missing out• Product shown as key to excitement
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April
Killi
ngsw
orth
/ Fl
ickr /
CC-
BY-2
.0
Kroll BoP
Keeping up with the Joneses
• Plays on jealousy or envy
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April
Killi
ngsw
orth
/ Fl
ickr /
CC-
BY-2
.0
Kroll BoP
False ideals• Product shown in unrealistic uses
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April
Killi
ngsw
orth
/ Fl
ickr /
CC-
BY-2
.0
Kroll BoP
Unknown needs• Product shown to fill previously
unrecognized need
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INCLUSION
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April
Killi
ngsw
orth
/ Fl
ickr /
CC-
BY-2
.0
Kroll BoP
Companionship• Product shown as element of
friendship
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April
Killi
ngsw
orth
/ Fl
ickr /
CC-
BY-2
.0
Kroll BoP
Be like Mike• Celebrity endorsement or proximity
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April
Killi
ngsw
orth
/ Fl
ickr /
CC-
BY-2
.0
Kroll BoP
Membership• Product touted as used by a select
group
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HELP
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April
Killi
ngsw
orth
/ Fl
ickr /
CC-
BY-2
.0
Kroll BoP
Savings• Purchasing product linked to lower
costs
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April
Killi
ngsw
orth
/ Fl
ickr /
CC-
BY-2
.0
Kroll BoP
Improvements• Product claimed to be better, or just
newer, than something else
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April
Killi
ngsw
orth
/ Fl
ickr /
CC-
BY-2
.0
Kroll BoP
Primal urges• Commercial bluntly appeals to
hunger or strong emotions