Advertising Techniques

1. Advertising Techniques

2. Frequently in ads we see… • Brand characters: employees, actors, real people, fictional characters • Compelling offers (free, money back guarantee, double your order, etc.)

3. Emotional imagery (music, effects, themes such as family, etc.) • Logos – easy recognition, branding, merchandising • Slogans – memorable sayings to promote a product or service

4. How many can you think of? Famous slogans Famous Logos • Create a list as a class

5. How Many of the Following do you Recognize? - Do you own or use any of the products or services? In your opinion are they effective logos or slogans? Do you contribute to the distribution of this branding by using the slogan in your speech or wearing the logo? Have you ever bought anything because of the logo or because you remembered the slogan?

7. - It's everywhere you want to be - VISAEverything is easier on a Mac - Apple ComputerNothing Runs Like A Deere - Deere&CompanyLive unböring - IkeaThe ultimate driving machine. - BMWLive in your world, play in ours. - Sony Playstation and Playstation 2 When it absolutely, positively has to be there overnight. - Federal ExpressGet N or get out. - Nintendo 64See what the future has in store. - Future Shop Once you pop, you can't stop. - PringlesNothin' says lovin' like something from the oven. - PillsburyIntel inside - IntelLet your fingers do the walking. - Yellow PagesI'm loving it! (McDonald's) Life's Good - LGWhere's the beef? - Wendy'sFinger lickin' good. - Kentucky Fried ChickenConnecting people. - NokiaHe keeps going and going and going. - Energizer BatteriesBecause you’re worth it. - L'OrealHello Moto - Motorola

8. What are Techniques? Techniques are tools used to attract attention, spark interest, explain ideas, trigger emotion, create desire, inspire action, and influence what people think, feel and remember.

9. Ad Techniques at work: Let’s see how powerful the technique of using logos really is. If you are wearing or carrying something that has a logo on it, stand up. Now look around. Note how many students are standing. Logos are an amazing way of letting customers advertise or endorse products in the context of everyday life

10. ADVERTISING TECHNIQUES AVANTE GARDEThe suggestion that using this product puts the user ahead of the times e.g. a toy manufacturer encourages kids to be the first on their block to have a new toy. FACTS AND FIGURESStatistics and objective factual information is used to prove the superiority of the product e.g. a car manufacturer quotes the amount of time it takes their car to get from 0 to 100 k.p.h.

11. WEASEL WORDS “Weasel words" are used to suggest a positive meaning without actually really making any guarantee e.g. a scientist says that a diet product might help you to lose weight the way it helped him to lose weight. MAGIC INGREDIENTS The suggestion that some almost miraculous discovery makes the product exceptionally effective e.g. a pharmaceutical manufacturer describes a special coating that makes their pain reliever less irritating to the stomach than a competitor`s. PATRIOTISM The suggestion that purchasing this product shows your love of your countrye.g. a company brags about its product being made in America and employing American workers.

12. PLAIN FOLKS The suggestion that the product is a practical product of good value for ordinary people e.g. a cereal manufacturer shows an ordinary family sitting down to breakfast and enjoying their product. SNOB APPEALThe suggestion that the use of the product makes the customer part of an elite group with a luxurious and glamorous life style e.g. a coffee manufacturer shows people dressed in formal gowns and tuxedos drinking their brand at an art gallery.

13. BRIBERY Bribery seems to give a desirable extra something.  We humans tend to be greedy.e.g. Buy a burger; get free fries. TESTIMONIALA famous personality is used to endorse the product e.g. a famous basketball player (Michael Jordan) recommends a particular brand of skates. WIT AND HUMORCustomers are attracted to products that divert the audience by giving viewers a reason to laugh or to be entertained by clever use of visuals or language. SIMPLE SOLUTIONS Avoid complexities, and attack many problems with one solution.e.g. Buy this makeup and you will be attractive, popular, and happy.

14. CARD STACKINGThe propaganda technique of Card-Stacking is so widespread that we may not always be aware of its presence in a commercial. Basically, Card-Stacking means stacking the cards in favor of the product; advertisers stress is positive qualities and ignore negative. For example, if a brand of snack food is loaded with sugar (and calories), the commercial may boast that the product is low in fat, which implies that it is also low in calories. Card-Stacking is such a prevalent rational propaganda technique that gives us only part of the picture. BANDWAGONBandwagon is a form of propaganda that exploits the desire of most people to join the crowd or be on the winning side, and avoid winding up the losing side. Few of us would want to wear nerdy cloths, smell differently from everyone else, or be unpopular.

15. What makes an Ad memorable? • A Funny line that people can repeat in conversation “Pardon me. Do you have any Grey Poupon?” “I’m on a horse”

16. Your Job Working with a partner brainstorm examples for five of the techniques we have just examined. You can choose any five techniques you want. List and describe your examples drawing from different forms of media including, television commercials, internet pop ups, magazine ads, billboards, radio jingle, etc. We will be sharing these ideas as a group so be prepared to explain your list to the class! Techniques AVANTE GARDE FACTS AND FIGURES WEASEL WORDS MAGIC INGREDIENTS PATRIOTISM PLAIN FOLKS SNOB APPEAL BRIBERY TESTIMONIAL WIT AND HUMOR SIMPLE SOLUTIONS CARD STACKING