Commercials and Advertising

What is the purpose of advertising?

To get your audience to BUY something

Commercials are designed to sell:

Product – A thing. • Examples – cereal, cookies, car, jewelry.

Commercials are designed to sell:

Service – Something someone can do for you. • Examples – mow your lawn, clean your house,

pest control.

Commercials are designed to sell:

Idea – get you to think about something• Examples – Serve your country, vote, recycle

Emotional appeals:

How to get your audience’s attention:

Emotional – basic needs and wants.

Emotional appeals:

How to get your audience’s attention:

Self preservation – Stay alive and

healthy.

Emotional appeals:

How to get your audience’s attention:

Love of family – doing good for your family

Emotional appeals:

How to get your audience’s attention:

Power – makes you more powerful.

Emotional appeals:

How to get your audience’s attention:

Patriotism – love of your country.

Marines

Emotional appeals:

How to get your audience’s attention:

Good taste – pay more for better quality.

This ad uses what type o emotional

appeal?

This ad uses what emotional appeal?

What emotional appeal does this ad target?

PropagandaMethods to convince someone to buy

your product.

PropagandaBandwagon –

Current fashion, everyone has

this product.*Use a celebrity to snag your customer.

PEPSI

Jennifer Aniston – smartwater

PropagandaNumbers – ‘We’re #1 in sales’ or

‘We’ve been in business 15 years’

Propaganda Degrees and Titles – ‘Doctor’s agree that this is the best product.’

Five Basic Steps to persuade the audience:

1. Get attention of the audience.2. Hold audience’s attention.3. Create impression that a problem

exists.4. Plant the idea that the problem can

be solved by use of your product.5. Finish with strong emotional appeal.

Public Service Announcement

PSA –

Public Service Announcement.

For a non-profit organization.

Commercial Formats

Straight sell –State the

obvious. This is the

product and this is how much it costs.

Commercial Formats

Testimonial –This is what happened to me.

What type of propaganda does this ad use?

What commercial format does this ad use?

Commercial Formats

Humor –Let somethingfunny happenin your commercial.

Wendy’s – “Where’s the Beef”

What commercial format is used on this billboard?

What commercial formats are used in this ad?

Commercial Formats

Music – a catchy tune can get

stuck in thecustomer’s

head.

Alka Seltzer Coke

Oscar Mayer Toys-R-Us Mazda

Commercial FormatsSlogan - A catch phrase that is associated with your product.

Taco Bell –

Mentos –