Download - Common Advertising Strategies
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Common Advertising Strategies
Buyer Beware!
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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.
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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.
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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)
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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.
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Sounds Good
Music and other sound effects add to the excitement of the commercial.
Sound can make toys seem more life-like.
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Cute Celebrities
Teenage Mutant Ninja Turtles, Pillsbury Doughboy, Tony the Tiger.
All these characters are ways of helping children identify with products.
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Bandwagon
Join the crowd! Don’t be left out!
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Family Fun
This is something the whole family can do together.
This toy will bring more family togetherness.
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Excitement
Watch the expressions on children’s faces. Never a dull moment, never boring.
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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.
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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.
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Facts and Figures
Statistics are used to prove the superiority of the product.
For example, this cereal contains 9 essential vitamins.
100 % Organic
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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
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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
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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?
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Buyer Beware!