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Advertising Techniques

Advertising Techniques. Designed to sell…. Objectives. To recognize different advertising techniques To understand the qualities of a good ad To create an original ad using at least one propaganda technique and the four qualities of a good ad To think critically about real world ads.

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Advertising Techniques

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  1. Advertising Techniques Designed to sell…

  2. Objectives • To recognize different advertising techniques • To understand the qualities of a good ad • To create an original ad using at least one propaganda technique and the four qualities of a good ad • To think critically about real world ads

  3. Group work • In teams, students examine the print ads • Through discussion, students will determine which advertising techniques are being utilized in the ads.

  4. Four Qualities of a Good Ad • Attracts attention • Arouses interest • Creates desire • Causes action

  5. Propaganda Techniques used in Advertising • Bandwagon • persuading people to do something by letting them know others are doing it • Testimonial • using the words of a famous person to persuade you • Transfer • using the names or pictures of famous people, but not direct quotations • Repetition • the product name is repeated at least four times • Emotional words • words that will make you feel strongly about someone or something

  6. More Techniques… • Revives and sustains • Keeps a person whole & on the right track • Magic Ingredients • Ingredients can do what no other product can • Snob Appeal • Only the best FOR the BEST • Plain Folks • We are just like you! We understand you and your needs • Patriotism • Do it for the love of your country • Wit & humor • HAHAHAHA! That was so funny, so cute, so awesome! I have to buy it!

  7. Propaganda is old news… http://www.youtube.com/watch?v=Rq2aCuYSB_c http://www.youtube.com/watch?v=9ejTf0iu6yY&feature=related

  8. Snob appeal1957

  9. Magic ingredients“Revives and sustains”1905

  10. Bandwagon:“6 million drinks a day”1925

  11. Bandwagon:“It had to be good to get where it is”1926

  12. Plain folks:“Friends for life”1935

  13. Patriotism1974

  14. Wit and humor1999

  15. Coca-Cola on American Idol • American Idol is a top-rated show in America • Coca-cola is a major sponsor of American Idol • Soft advertising is more expensive but more effective

  16. Advertising on AMERICAN IDOL • General class discussion: • What types of advertising does Coca-cola use? • Why does it work? • How do they use product placement in the programming? • Why do advertisers rely on product placement?

  17. …and the big question: Why did Coca-cola’s advertising techniques change so drastically?

  18. The Hilltop Ad 1971 “I’d like to buy the world a Coke” http://www.youtube.com/watch?v=Q8H5263jCGg

  19. Mean Joe Green 1979 http://www.youtube.com/watch?v=xffOCZYX6F8

  20. Polar Bears 1993 http://www.youtube.com/watch?v=xIk7Q_DJIgQ

  21. It’s Mine 2008 http://www.youtube.com/watch?v=xiMf5cCDy1I&NR=1

  22. Troy Polamalu Super Bowl XIII Commercial 2009 http://www.youtube.com/watch?v=sjII6F-nJBQ&NR=1

  23. Shake Up Christmas - 2010 http://www.youtube.com/watch?v=4TMwBFK2qHI

  24. Book Commercial • Qualities of a good ad • Attracts attention • Arouses interest • Creates desire • Causes action • Incorporate at least 1 propaganda technique

  25. Book Commercial • Review Project Guidelines • The four qualities of a good ad • Propaganda Techniques • Target Audience • Persuasiveness

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