common advertising strategies
DESCRIPTION
This powerpoint examines common advertising propaganda techniques.TRANSCRIPT
Common Advertising Strategies
Buyer Beware!
Ideal Kids
The kids in the commercials are a little older and more perfect than the target audience of the ad.
A commercial that is targeting eight year-olds will show 11 or 12 year-old models playing with the toy.
Heart Strings
Commercials create an emotional connection that draws you into the advertisement and makes you feel good.
We are more attracted by products that make us feel good.
Amazing Toys
Many toy commercials show their toys in life-like fashion, doing incredible things.
Airplanes do loops and cars do wheelies. Advertisers make a product look bigger than
it actually is. (Scale)
Life-like Settings
Barbie relaxes on the beach with waves crashing in the background, space aliens fly through dark outer space and all-terrain vehicles leap over rivers and trenches.
These dramatic settings do not come with the toys, however.
Sounds Good
Music and other sound effects add to the excitement of the commercial.
Sound can make toys seem more life-like.
Cute Celebrities
Teenage Mutant Ninja Turtles, Pillsbury Doughboy, Tony the Tiger.
All these characters are ways of helping children identify with products.
Bandwagon
Join the crowd! Don’t be left out!
Family Fun
This is something the whole family can do together.
This toy will bring more family togetherness.
Excitement
Watch the expressions on children’s faces. Never a dull moment, never boring.
Selective Editing/Omission
Commercials only show brilliant catches and perfect throws.
This technique is mainly used in commercials for athletic toys.
Advertisers don’t give you the full story about
their product.
Star Power
Sports heroes, movie stars, and teenage heart throbs endorse the products.
Children listen, not realizing the star is paid well for the endorsement.
Facts and Figures
Statistics are used to prove the superiority of the product.
For example, this cereal contains 9 essential vitamins.
100 % Organic
Weasel Words
Words are used to suggest a positive meaning without actually making a guarantee.
Some examples: natural, organic, homemade.
Part of this nutritious breakfast
Summary of Techniques
Ideal Kids Heart Strings Amazing Toys Life-like settings Sounds Good Cute Celebrities Bandwagon
Selective Editing/Omission
Family Fun Excitement Star Power Facts and Figures Weasel Words
Advertisers Target the Audience
What is the age of the target audience? What is the gender of the target audience? What is the social status of the target
audience?
Buyer Beware!