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Advertising

Advertising. Wednesday 1/30/13. Aim: How can we learn about the history of advertising? How are techniques and persuasive strategies used in advertising?

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Advertising

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  1. Advertising Wednesday 1/30/13

  2. Aim: How can we learn about the history of advertising? How are techniques and persuasive strategies used in advertising? Do Now: What is your earliest recollection of watching a TV commercial? Do you have a favorite ad? A most-despised ad? What is it about these ads that you particularly like or dislike? Homework: Bring in another ad from a magazine tomorrow Vocab Unit 5 quiz Friday!!!

  3. What is Advertising? Advertising is paid communication in which the sponsor is identified and the message is controlled

  4. Why does advertising exist? To solve a problem- more goods than needed ***If there were only brand of sneakers, you wouldn’t need to advertise them!

  5. Newspapers Magazines Television Movies Radio Human Directors Billboards Shopping Carts Buses Internet Placement of a product (TV/Movie) Where do we see advertising?

  6. Covert Advertising Did you know every time you say Band-Aid or Scotch Tape YOU are actually advertising for FREE??? OR when a singer says a product’s name that is free advertising too?

  7. DID YOU KNOW… The average cost of a single thirty-second TV spot during the 2013 super bowl has reached $3.8 million!!! 2012 - $3.5 million 2011 - $3 million

  8. Stages of Advertising • Information Stage: before the 19th century (price lists, signs, town criers) • Attention Stage: Use of devices to attract attention (borders/type) • Repetition Stage: at a time when it was ruled to be unfair to use LARGER type, the type was repeated (familiar and accepted)

  9. Stages of Advertising • Association Stage: graphics and pictures (product associations) • Product- Benefit Stage: how will the customer benefit from the product? • Motivation Stage: People buy goods because of psychological needs (make them more powerful/beautiful etc.)

  10. Stages of Advertising • Entertainment Stage: Commercials that sell things because they are entertaining (You like the commercial so you buy the product) • Behavioral Stage: Present the product image as satisfying a real consumer need (organics-health conscientious)

  11. ETHOS, PATHOS, LOGOS Three Methods of Persuasion

  12. Advertising Techniques • ETHOS- Ethos is appeal based on the character of the speaker. An ethos-driven document relies on the reputation of the author. • PATHOS-Pathos is appeal based on emotion. Advertisements tend to be pathos-driven. • LOGOS-Logos is appeal based on logic or reason. Documents distributed by companies or corporations are logos-driven. Scholarly documents are also often logos-driven.

  13. ETHOS = Appeal to Character • Ethos appeals to an audience by creating an atmosphere of trust. • Ethos highlights the character of its source. We look less to the message than to the person who’s delivering it. • Ethos is all about CREDIBILITY: • The source strikes us as authoritative. • The source strikes us as worthy of respect. • The source strikes us as likeable. • The source strikes us as honest.

  14. Examples of Ethos in advertising: • A doctor endorsing a diet plan. • A sports figure endorsing athletic shoes. • A celebrity endorsing just about anything. • An “everyman” figure endorsing a product who strikes us as honest and likeable and a lot like us.

  15. Buy this book because Oprah says to! (She’s honest and level-headed and knows a good read when she sees one—plus she’s rich and famous!) ETHOS

  16. PATHOS = Appeal to Emotion • Pathos appeals to an audience through emotionally charged language and images. • Pathos appeals to both positive emotions like love and sympathy and to negative emotions like anger and insecurity. • Pathos is all about gut reactions that we don’t analyze. It has the greatest potential to spur the audience to act.

  17. Examples of Pathos in Advertising • Ads that feature adorable kids. • Ads that feature shocking or violent images. • Ads that show embarrassing situations that prey on insecurities. • Ads that feature sexy actors that arouse sexual desire.

  18. If you don’t buy me Pampers, you’re making me cry! PATHOS Look how happy I am now!

  19. LOGOS = Appeal to Reason • Logos appeals to the audience through logical argument. • Logos provides reasons and points to cause and effect. • Logos is the main method of persuasion in academic writing and speaking.

  20. Examples of Logos in Advertising • Ads that quote statistics. • Ads that argue for superior performance or durability. • Ads that claim health benefits. • Ads that use deductive reasoning (X is good, Y is an example of X, so Y is good).

  21. Research shows there are good reasons to drink fluids when you exercise, and Gatorade is a fluid ! LOGOS

  22. EHTOS, PATHOS, AND LOGOS ALL WORK TOGETHER… • Rhetoric usually involves a mixture of all three types of persuasion. • Even in academic writing, where logos is predominant, authors attempt to earn their readers’ trust by appearing authoritative and credible (ethos), and may also bring in emotional anecdotes or case studies as supporting evidence or employ subtly charged language (pathos).

  23. LOGOS: Text makes argument that reporters need to inform public about what goes on in combat zones. ETHOS: Name of organization gives credibility. PATHOS: Shocking image of bloody body creates sense of outrage.

  24. REVIEW • ETHOS = appeal to character (TRUST ME!) • PATHOS = appeal to emotion (GUT RESPONSE!) • LOGOS = appeal to reason (LOGIC’S ON MY SIDE!) logos ethos pathos

  25. Advertising Techniques The Unfinished Technique The ad claims that the product is better or has more of something but does not finish the comparison. Example: “Magnaflux gives you more.”

  26. The Weasel Word Technique Sounds convincing at first, but when you look closely, the words are empty. (helps, virtually, can be, up to, fights, feels, strengthened, comforts, as much as, refreshes) Examples: “Leaves dishes virtually spotless” “Part of a nutritious breakfast”

  27. The “We’re Different and Unique” Technique States that there is nothing quite like the product advertised Examples: “There’s no other mascara like it” “Only Inca has this unique filter system”

  28. The “Water is Wet” Technique Ads say something about the product that would be true for any brand in that product category Examples: “Super Lash greatly increases the diameter of every lash.” “The detergent gasoline”

  29. The Vague Technique Uses words that are colorful and meaningless, usually with emotionalopinions/often overlaps with other techniques Example: “For skin like peaches and cream”.

  30. The Endorsement/Testimonial Technique Use of a celebrity or an authority to sell the product Examples: Michael Jordan for Nike or Hanes Variation- “John Doe” endorsement people “just like you” use the product

  31. The Scientific/Statistical Technique Ad refers to specific numbers, experiment, or impressive mystery ingredient Example: “Molly’s oven cleaner has 33% more cleaning power than another popular brand”.

  32. The Compliment the Customer Technique Ad that flatters the consumer. Examples: “Hungary Man: For the real man.”

  33. The Rhetorical Question Technique Demands a response from the audience to affirm a product’s goodness Examples: “Wouldn’t you rather drive a Buick?” “Shouldn’t your family be drinking Hawaiian Punch?”

  34. Links • http://historymatters.gmu.edu/mse/ads/try.htm# • http://cla.univ-fcomte.fr/english/tvcoms/05bounty/bounty.htm • http://www.adflip.com/view_decade.php?start=26&adDecade=00%27s&thumb=hdr_current.gif&featuredJpg=13880.jpg&catagoryIDs=&queryOrderBy=tblAds.publicationIssueDate,tblAds.adName

  35. Brief History of Advertising and Commercial Culture • 1704 – first newspaper ad featuring land deals and ship cargoes appears in the Boston News-Letter • 1841- first advertising agency opens in Boston – it represented newspaper publishers, Volney Palmer • 1875 – first modern agency, the N.W. Ayer agency, working for advertisers and product companies rather than publishers opens in Philadelphia

  36. Brief History (continued) • 1906 – to monitor misleading patent-medicine claims in newspaper and magazine ads, the Federal Food and Drug Act is passed. • 1914 – The Federal Trade Commission is established by the federal government to help monitor advertising abuses.

  37. Brief History (continued) • 1940’s – a voluntary group of agencies and advertisers organizes war-bond sales, blood-donor drives, and food rationing; the postwar extension of these voluntary efforts becomes known as the Ad Council. • 1971 – the tobacco industry agrees to a government rule that bans cigarette advertising from television.

  38. Brief History (continued) • 1988 – R.J. Reynolds revives the Joe Camel cartoon character from an earlier print media campaign; the percentage of teens smoking Camels rises sharply. • 1989 – Channel One is introduced into thousands of schools offering “free” equipment in exchange for ten minutes of news programming and two minutes of commercials.

  39. Brief History (continued) • 1996 – the Canadian liquor company and media conglomerate Seagram defies the 60-year old voluntary ban by the U.S. liquor industry on hard liquor ads in broadcasting. • 1998 – the tobacco industry agrees to a settlement with several states, and tobacco ads on billboards are banned.

  40. Brief History (continued) • 2001 – an hour of prime-time network TV contains an average of 16 minutes, 8 seconds of ads---3 minutes more than in 1991. • 2002 – AOL’s online ad sales drop by 40%. • 2002 – four international mega-agencies—Omnicom, Interpublic, WPP, and Publicis– control more than one-half of the world’s ad revenues

  41. Brief History (continued) • 2003 – the Super Bowl remains the most expensive program for purchasing TV ads-one thirty second spot costs more than $2 milllion.

  42. Take a look at your ad… • What technique(s) is used? • Ethos, Pathos, Logos? • Is the ad effective? Why or why not? • ***If you are unprepared for class today, make a friend an use his or her ad***

  43. Read the following: • Read the section of the chapter titled: Persuasive Techniques in Contemporary Advertising beginning on page 401: • Critical Issues in advertising • Children in advertising • Advertising in schools • Health and advertising

  44. Answer the following in groups • Why are so many people critical of advertising? • If you were a parent, what strategies would you use to explain an objectionable ad to your child or teenager? Use example • Should advertising aimed at children be regulated? Support your response. • Should tobacco (or alcohol) advertising be prohibited? Why or why not?

  45. Homework: Bring in another ad from a magazine tomorrow Vocab Unit 5 quiz Friday!!!

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