Moral Issues Advertising Campaign

1. Moral IssuesAdvertising Campaign Unit 42 Design for Advertising

2. Definition: Advertising • “The paid promotion of goods, services, companies and ideas by an identified sponsor.” Definition: Media • “Any place or thing an identified sponsor pays to deliver their message through.”

3. History Unit 42 Design for Advertising

4. History • In ancient times the most common form of advertising was by word of mouth. • Commercial and political campaign messages in Pompeii. • Egyptians papyrus sales messages, lost-and-found advertising in Greece and Rome.

5. History • Printing developed in the 15th century • In the 17th century ads started to appear in weekly newspapers. • ‘Quack’ ads became a problem, and brought in regulation of content.

6. History • As the economy was expanding during the 19th century with the Industrial Revolution, the need for advertising grew.

7. History • In wartime a government publicity campaign can turn into a propaganda drive. • Anti-war movements also advertise this way. • Propaganda presents only ONE side of an argument.

8. History • The 1960s saw a modern, scientific and creative approach producing unexpected messages that made advertisements more tempting.

9. History • The Volkswagen ad campaigns included very clever copywriting.

10. Media Unit 42 Design for Advertising

11. Media • Modern commercial advertising mediacan include… wall paintings, billboards , street furniture components, printed flyers, radio, cinema and television ads, web banners, web popups, skywriting, bus stop benches, magazines, newspapers, town criers, sides of buses, taxicab doors and roof mounts, musical stage shows, carrier bags, the treads of shoes, petrol pump handles, subway platforms and trains, elastic bands on disposable nappies, stickers on apples in supermarkets, the opening section of streaming audio and video, posters, the shape of chicken nuggets, and the backs of event tickets and supermarket receipts… The list is virtually endless!

12. Media • The TV commercial is generally considered the most effective mass-market advertising format and this is reflected by the high prices TV networks charge for commercial airtime during popular events. http://www.youtube.com/watch?v=owGykVbfgUE http://www.youtube.com/watch?v=9OjkEOdZj3A

13. Media • Virtual advertisements may be inserted into regular television programming through computer graphics (eg appearing as if on a cricket pitchor football field).

14. Media • Advertising on the internet is now wide spread and in-game ads are a recent development. • E-mail advertising is often unsolicited and isknown as ‘spam’.

15. Techniques Unit 42 Design for Advertising

16. Techniques • Various techniques relating to manipulating emotion are used to get people to buy a product. For example: • Appeals to pity are often used by charities • Appeals to fear are often used in public service messages and products, such as alarm systems or anti-bacterial spray, which claim protection from an outside source. • Appeals to spite are often used in advertising aimed at younger people, who admire ‘negative’ emotions.

17. Techniques • Today, advertisers have increasingly employed the device of irony(when the opposite of what you expect to happen in a situation occurs).

18. Techniques • Many people are familiar with - and cynical about - traditional ad methods, so advertisers have turned to ironyby poking fun at those very methods. • This “wink-wink” approach is intended to tell viewers, “We know that YOU know we're trying to sell you something, so bear with us and let's have fun.” • “We respect your intelligence, and you should respect us because we're not trying to fool you.” • Common television examples include most beer advertising and other products aimed at young men.

19. Techniques • These useless QR codes are an example of ironicadvertising. • If you scan them you get a message that you would not expect! Please do not scan this QR code again. There are no free movie tickets, you just wasted some time.

20. Techniques • Repetition: To make sure the product is widely recognised they attempt to make the name remembered through repetition. • Bandwagon: By implying that the product is widely used, they hope to convince potential buyers to “get on the bandwagon.” • Testimonials: Promoting the superior quality of a product through the testimony of ordinary users, experts, or both. “Three out of four dentists recommend…”

21. Techniques • Pressure:Attempting to make people choose quickly and without long consideration: “Buy now, before they're all gone!” • Association: Associating the product with desirable imagery to make it seem equally desirable. The use of sex appealis common. • Emotion:Play on the emotions of the audience, often in lieu of information that might appeal to an audience rationally, eg fear, sentiment.

22. Techniques • Advertising slogans: These can employ a variety of techniques; even a short phrase can be memorable “Go Compare…!”“We Buy Any Car.Com” • Controversy: Such as in the Benetton and Peta publicity campaigns, and the publicity generated from them.

23. Techniques • Humour:Such as ambiguity and punning add layers of meaning to a text and will make it more satisfying to decipher and consequently more memorable. • Celebrity endorsement: If the audience admires that person or aspires to be like them they will be more likely to buy the product.

24. Techniques • Visual pun • A play on imagesand/or words

25. Techniques • Create a character • Create a character that adds interest, story value or recognition to your campaign.

26. Techniques • Personification • Give human characteristics to your product.   • This technique can make ads more engaging.

27. Techniques • Metaphor • Using one thing to stand in for another or a concept, eg pain, tiredness, happiness.

28. Techniques • Hyperbole • Exaggeration – the wilder the better. • Eg the strength of the boot of the Caterpillar brand. • The smaller sized Pepsi drink can.

29. Techniques • Promise a benefit • A benefit is something of value to the target audience. • They ask, “what can this product or service do for me?” • And the answer is a benefit.

30. Techniques • Virtue Words: • Emotionally appealing words that make something acceptable without question. • These have no factual basis, eg ‘better tasting’, ‘healthy’, ‘superior washing power’, ‘almost fat free’, ‘low calorie’.

31. Techniques • Mention a problem • This is a technique to grab attention, to engage people who have the problem. • Or people who want to avoid getting the problem.

32. Techniques • Get really real • Audience feels you know what people really think and feel, so trust you. • Tap into everyone’s attitudes, jealousies, and insecurities

33. Techniques • Inject drama • Create a campaign that uses drama to focus attention, to heighten interest in your message. • The essence of drama is conflict.

34. Techniques • Take a position • Create a one sentence statement that positions your company, product, or service with like-minded consumers. • Advertising slogans have become part of contemporary culture, you know you are talking to like-minded people if they know the same phrases as you. You know when you’ve been tangoed.

35. Techniques • Shock and controversycan jolt people into action.

36. Further Techniques/Media Unit 42 Design for Advertising

37. Subliminal Advertising • A subliminal message is a signal or message embedded in another object, designed to pass below the normal levels of perception. • These messages are alleged to be perceptible to the subconscious or deeper mind.

38. Subliminal Advertising • For example, an image transmitted so briefly that it is only perceived subconsciously, but not otherwise noticed.

39. Subliminal messages • Years ago it was feared that some ads featured hidden sexual messages…

40. Subliminal messages • So watch out for the ice cubes…

41. Subliminal messages • … and the biscuits

42. Subliminal messages • … and the biscuits

43. Subliminal messages • In 1990, Pepsi actually withdrew a design after protest that the word SEX would emerge when cans were stacked on shelves.

44. Subliminal messages • Today we openly recognise that subliminal sexual messages are extremely common, including suggestive positioning of objects in magazine ads and billboards…

45. Subliminal messages

46. Overt Advertising • Otherwise known as a ‘hard sell’ uses a more up-front, direct, forceful message.

47. Overt Advertising • Hard sell is more likely to be irritating to consumers, so a deliberate ‘send up’ is sometimes used.

48. Covert Advertising • Advertisements that are not instantly recognisable or identifiable as such. • Hidden unsolicited advertisements eg: • Direct marketing • Cinema placement • Mobile phone messages

49. Covert Advertising • Product placement in films… • Minority Report – Nokia computer, Bulgari watch • I,Robot – Converse ‘classics’ • The Matrix reloaded – Cadillac cars • James Bond – Omega watches, Aston Martin and BMW car, Bollinger champagne

50. Ambient Advertising • Almost any kind of advertising that occurs in some non-standard medium. • Eg messages on the backs of car park receipts, at the bottom of golf holes, on petrol pump handles, on hanging straps in railway carriages, on the handles of supermarket trolleys…