modern advertising kerri joyce. what is an advertisement? usually a paid form of communicating a...

Modern AdvertisingKerri Joyce

What is an Advertisement? Usually a paid form of

communicating a message by the use of various

media. It is persuasive, informative, and

designed toinfluence purchasing behavior or

thoughtpatterns.

WWII Aftermath: After and because of World War II, the United States had 65% of the world’s industrial

capacity. By the 1950s, industrial giants were concerned that Americans had bought all their products and would stop buying, thus wrecking the consumer economy. Out of this, two strategies evolved.

One was designing products that would soon be either outdated or break down, forcing the consumers to keep buying.

The other was pushing advertising to a new level of intensity. Advertising agencies hired psychologists to design new strategies for boosting sales. Television was central to this, since consumers no longer had to go to the advertisers. Now advertisers could impose themselves into viewers’ homes every time they turned on the TV.

Vance Packard’s book, The Hidden Persuaders, exposed many of the new strategies advertisers were using, including the alleged use of subliminal advertising, ads that would work beneath the conscious brain to influence people. For example, movies, which show 24 frames per second, purportedly would use one frame to display a picture of a soft drink, subconsciously enticing viewers to get up and head to the concessions stand.

Despite Packard’s expose, advertising has grown and flourished ever since.

Subliminal messages in Advertising:

Straightforward vs. Hidden message

Straightforward vs. Hidden message

How Advertising Appeals - EmotionAds that manipulate emotions

Offer wishful thinkingFlatteryRidiculeThe ooooh, aaaaaah factor

Emotion:

How Advertising Appeals – Avante GardeUsing the product puts you ahead of the times

Ahead of othersBe the firstLook aheadBe progressiveLimited

Avante-Garde:

How Advertising Appeals - BandwagonImplies that it is widely used

Encourages joining the crowd

Everyone is doing itEveryone is using itJump aboard

Bandwagon:

Note: Often includes both genders, various ethnic groups and different ages

How Advertising Appeals – Brand LoyaltyRelies on their reputationRecognisable logoRecognizable colorOften need no words to identify

Brand Loyalty:

How Advertising Appeals - HealthOffers idea of wellnessOffers idea of fitnessGood for heartMake you healthierHelp lose weight

Health:

How Advertising Appeals – Music and SlogansTunes & SongsBeatsJinglesRhymes

Music and Slogans:

How Advertising Appeals - RewardsSomething free◦Toy in the box◦Points◦More product◦Buy one get one

Rewards:

How Advertising Appeals - ScarcityLimited timeLimited number

Scarcity:

How Advertising appeals - ScienceStatisticsFactsChartsGraphsOutput dataDangers

Science:

How Advertising Appeals - SensesUses SmellTouchSoundSightTaste

Senses:

How Advertising Appeals - Sex

Nudity, partial or moreSexually SuggestiveBody positions, jewelry, gestures

that suggest sexWordsThis is one of the most widely

used appeals in advertising. It often is more focused on females, but males are also used.

Sex:

How Advertising Appeals - ElitismBe part of an elite groupBetter than mostLuxurious/gold, diamondsGlamorous/streamlinedHigh profile life styleWealthy

Elitism:

How Advertising Appeals - TestimonialsPromotes with famous people

Sometimes ordinary people

Big groups

Testimonials:

How Advertising appeals – Wit and HumourMakes you laughEntertainsPictures, words, gesturesPuts a smile on your faceMakes you feel good

Wit and Humour:

What to Remember:

Most ads consist of 3 or more techniques

Not everyone sees the same things

Understanding techniques helps you be a smarter consumer.

Practice:Name the techniques you see in the following ad

Can you identify the product by the picture?

How does the ad make you feel?

What are they saying about their product?

How effective is the ad?

Now to Design your own Advertisment:In groups of 2 or 3 you are to

design a print based advertisement for a common household product

You are to use at least three of the mentioned appeals

You are to create an original name and slogan for your product

You are to present your advertisement on a PowerPoint presentation and in hard copy

How to Design your own Advertisment:On your PowerPoint presentation you are to

include:The advertisement on page one.The slogan on page two and two paragraphs

explaining why you chose it.The appeals you used on page three and a

paragraph on each appeal explaining why you selected it, as well as the positive and negative aspects of the appeal.

On page four you are to outline your target audience and how that can be seen in your ad as well as what aspects individual group members contributed.

Now to Design your own Advertisement:You will have three lessons to complete

this task and one lesson to present your PowerPoint presentations.

You will be assessed on the following criteria:

4. Work constructively with others.5. Demonstrate understanding and

appreciation of text structures and features.

6. Plan, organise and complete activities.10. Communicate ideas and information.

GOODLUCK!