PART II

• PITCH – STRUCTURAL PATTERN OF AN AD (attention, confidence, response etc.)

• NEEDS HIERARCHY

• AD CONSTRUCTION

• MODE (MUSIC AND LANGUAGE)

THE PITCH – 1,2,3,4,5 - structural pattern of an ad

AIDA – attention, interest, desire, action

1. attention getting2. confidence building

3. stimulate desire4. urgency stressing 5. response seeking

HI! ATTENTION GETTING

Over 50,000 new TV ads appear each year – compete for attention

External attention getting

Entertainment: TV executives sell audiences to advertisers

Ad Internal:PHYSICAL: sounds

sights

Emotional: s and s

Cognitive: mind

Startling images

Benetton clothing: real pictures taken by photo reporters

a universal theme sometimes encounters unforeseen cultural barriers

Squeamish

Subtle or blatantWhy does advertising use sex as

an appeal to the consumer

KALVIN KLEIN JEANS

Lemarco Tocilarii.flvBrown sugar – The nerdsallusive

Perfumes – Romance, Love affair

1. because it works.2. the second strongest of the psychological appeals, right behind self-

preservationVictoria Secret lingerie – Tell me you love me -

HUMOUR - positive feelings - motivate the recipient

to buy the presented product No presentation of a product’s features and

advantages.Sensitive products: balding

http://www.myvideo.ro/watch/4780287http://www.myvideo.ro/watch/4780289 - Milky bars

http://www.youtube.com/watch?v=LF8GLysjoa4 white board – Indian change

Funny commercial - How to end an argument

Cossacks 2 Napoleonic Wars si aduce in plus multe dintre bataliile europene ale secolului 19. Jocul

http://www.youtube.com/watch?v

=J9KPR_YpuN0

TRUST ME: CONFIDENCE-BUILDING

Aristotle (Rhetoric): the most effective means of persuasion was the ethos, image projected by the persuader

Evaluation of persuader expert sincere benevolent

Ads: Different presenters: authority (Sensodine),

friend figuresConfidence words and nonverbals (smiles,

gestures),

3. YOU NEED ME: DESIRE STIMULATING

ENTICE PRODUCT-CENTERED -

Glamorizing the product the product as hero "puffery, sellers talk" which uses superlatives, vague generalities, subjective opinions, and

one-sided praise. GLITTERING GENERALITIES

Quality: excellentexceptional ultimate ultra

extraordinary finesturgency appeal: "Hurry... only a

few left."Beauty: heavenly lovely nice

Desire stimulating AUDIENCE-CENTERED

benefits promised to the buyers prestige popularity sex appeal

ENDORSEMENTS - imitation/Prestige identification.

Transfer or Masculine/Feminine Appeal. How does this work?

impression of a “perfect person”. Yousee the “perfection” in the ad, and the message you get is that you will “transfer” the qualities to

yourself. http://www.youtube.com/watch?v

=uU_8RTZFok0&feature=related Nike--makes you more athletic;

Jordan: young men would like to be as skillful as Jordan; the ad implies that part of his skill derives

from the brand of athletic shoe he wears

http://www.youtube.com/watch?v=nXYEw6t2o_MNadia Comaneci: Adidas: psychological appeal:

imitationhttp://www.youtube.com/watch?v=PubRlPnZBUo

Linda Carter –Mabelline – more beautiful

PSYCHOLOGISTS:Ads appeal to our needs:

Maslow’s hierarchy

Ads appeal to

Greed fear lust

vanity

Snob Appeal Luxury and Elegance

a feeling of envy or desire for this “fine” product.

See where it takes you

Search for Adventure

buying the product will change your life

Too Fat/Too Thin/Less than Perfect

dissatisfied with how you look

SkinnyAnd Wasp-waisted

Romance “Take my hand. Discover Bora Bora

perfume”

Fragrances, automobiles, cosmetics

Bandwagon everybody” is doing it, appeals to you to be a part of the “in” crowd

(gregarian)

http://www.youtube.com/watch?v=vd15YVb2M6M – M.Jackson

As you watch - what are the characteristics of this “generation”?

http://www.youtube.com/watch?v=ItbBWXesGpg

http://www.metacafe.com/watch/246535/

pepsi_generation_next_commercial/

Hurry: Urgency stressing

urgency claims seek an emotional response: to rush us to buy

something

to believe something without careful thinking

urgency appeal creates an anxiety that we might lose a benefit

? How do we signal that something is urgent?

WORDS: Limited Offer; Never Again; Time running out; Time-sensitive material; Today Only; Weekend Sale;

You must respond within 24 hours

NONVERBAL: sights and sounds) in the background suggesting urgency: staccato sounds, clocks ticking, timers

clicking, hourglass sands draining, drums beating, fast-talkers,

auctioneer's chatter, disappearing items, or shrinking stocks

Buy – response seeking

triggering words

Buy, Get, Select, Order;

TAKE A first step: call….;

use the product: taste, feel, enjoy, experience

Disclosure laws are government regulations or

rules (Disclaimers)Disclosures are the "small print" (often

unreadable by most people) and the "fast talk" on TV and radio

complaints relate to people not reading the "small print

packaged foods, for example, must disclose the ingredients

Alcohol (beer, wine) and cigarettes must carry health warnings

AD CONSTRUCTION

HEADLINE - draws attention, incites to reading + well targeted ATTENTION

ask a questionshort, snappy and must touch the people that read

it must affect the reader emotionally, either by

making them laugh, makingthem angry, making them curious or making them

think !!! avoid a headline longer

than fifteen words. People just don’t read as much as they used to.

BODY COPY

Stimulates interest, explains: draws attention to the benefits of the product

rather than focusing solely on the features. "what's in it for me?" easy to understand, honest

Magazine readers tend to dwell on the contents for longer than newspaper

readers

Positionyour copy beneath the headline - create

a visual continuity

Subheads : If you have lots of copy, break it up with interesting

subheads

This will make your ad more inviting, more organized,

and easier to read

SLOGAN Motto – encapsulates –

remember

Shortslogans and jingles - designed to be

easily remembered and repeated Ads have a limited "life" (six months or

so) but, often, a long after-life ? Brainstorming: recalling slogans

MODE – Choice between 3 means of communication:

MUSIC, PICTURES, LANGUAGE

Visuals imply: they implicitly suggest much more than words explicitly say.

don't say IMAGES

do not require a lot of thinkingthe brain likes colour

stimulate the senses (food

Visuals are edited Angle = direction and height

from which the scene is taken

Eye-level = ? (factual)

Looking down = ? (viewer is more important, detachment)

Looking up = ? (the subject’s importance

MUSICLanguage message: http://www.youtube.com/watch?

v=QzvYymGEuhsSubaru – Dust in the wind

Jingle bank (explicatii – pot fi folosite) http://www.jinglebank.com

What does the music connote: (musical soundtracks)Cheerfulness –

http://www.youtube.com/watch?v=tcXQimc6Fiw&NR=1 (Coca Cola)http://www.youtube.com/watch?v=1jbOHpplUnU (Pepsi)

http://www.youtube.com/watch?v=UirmvNktkBc (hp)Listen to: Blue Danube walts http://www.youtube.com/watch?

v=r0VUXLsBSjo What product would you advertise using it?

http://www.youtube.com/watch?v=uCBG2YRFG78&feature=relatedInternet provider – Bisset – Carmen operah

sound - creates what is called "the theatre of the mind.": conjure in the listener's mind images and actions that

don't necessarily exist

Trust, comfort: http://www.youtube.com/watch?v=IajOINu0V2Y

(mastercard: Come home)

create the background conveys message (lyrically)contribute to memorability

help in forming brand identity – people associate different sounds with different

brands: jingles (Always CocaCola)

LANGUAGE

Words can obviously make people react mother, patriotism, truth,

God, Allah, vomit, dentist

?? dog ( loyalty, dirtiness, friendliness, inferiority

Repetition is the golden rule of advertising

comfortable with the familiar(favorite songs repeated, cans One-shot ads seldom work. In fact, research indicates that the average consumer ignores two out of three ads and requires nine exposures before they readily remember

an ad.

to run your ad several dozen times to make an impact At&T on You Tube

Dangling Comparative

"Our toothpaste tastes better." The comparison is never finished except in

the minds of the audience.

Rhyme and alliteration

help memory

alteration of proverbs: Thirst come, thirst served

Slogans with proverbial structure: Buy now, pay later! Get more, worry

less! Work smarter, not harder

DEPARTURES FROM NORM

Misspellings : provodkative

Puns: I’m More satisfied!

Ungrammaticality: B&Q it! I’m lovin’ it