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HOW ADVERTISERS PERSUADE: UNDERSTANDING 4 TYPES OF COMMERCIALS

HOW ADVERTISERS PERSUADE: UNDERSTANDING 4 TYPES OF COMMERCIALS .   True or false?  A typical 30-second television commercial has no more than 65 words. . Copywriters….what they do.

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HOW ADVERTISERS PERSUADE: UNDERSTANDING 4 TYPES OF COMMERCIALS

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  1. HOW ADVERTISERS PERSUADE: UNDERSTANDING 4 TYPES OF COMMERCIALS

  2.   True or false?  A typical 30-second television commercial has no more than 65 words.

  3. Copywriters….what they do • identifying a specific audience, and then creating a persuasive message to motivate that audience to take some action— • four basic persuasive tactics to help their words do just that: testimonial, • slice-of-life, • lifestyle, and • demonstration.

  4.      PERSUASIVE TACTIC #1:  TESTIMONIAL • WHAT DO WE KNOW ABOUT MILK? • It’s white • came in cartons • healthy • WHAT DON’T WE KNOW ABOUT MILK? • WHY milk is healthy • Teens and people in their 20s and 30s thought drinking milk is" dull."

  5. GOAL: • convince the target audience that drinking milk was "cool." • Photographs of celebrities wearing milk mustaches that carried this tag line: • MILK! WHAT A SURPRISE! • 1994. one year of milk mustaches in magazines, newspapers, and billboards--consumption began rising for the first time since 1969!

  6. TESTIMONIAL • Testimonials feature an authority who recommends a product or service. • Can be professional, a celebrity sports star; or even an ordinary person who vouches for the product's value. • the accompanying copy, (written message) must unite with that authority's personality.

  7. Let’s try a testimonial commercial Read the commercial copy from your handout Brainstorm …. Who could it be? Professional: Celebrity: Sports star: Ordinary person from NP: (someone whose family owns a farm, maybe??)

  8. second, underlying message called a SUBTEXT • suggested through the use of the symbols--images, music, and/or special effects- • Most copywriters will agree that the subtext, not the written message, is the real persuader.

  9. SLICE OF LIFE • . Slice-of-life ads tell a story, complete with characters, a setting, and a conflict. • Mini-dramas • Milk commercial taken to a new level • people usually don't pay attention to milk until they run out of it. • People prefer drinking milk rather than other beverages when eating chocolate chip cookies.

  10. Remember the elderly lady and the cats? • http://www.youtube.com/watch?v=mYoMwSzJQJs&feature=related

  11. LIFESTYLE • concept for selling khakis? Short musical performances featuring young men and women wearing khakis while skateboarding, break dancing, and jitterbugging. • Lifestyle does NOT focus on the product • No celebrity • Does not tell a story • FOCUSES ON IMAGE THAT WILL APPEAL TO TARGET AUDIENCE

  12. LIFESTYLE • the image is attractive people having fun. The persuasive power of the ad lies in the depiction of the desired image. • one year… sales soared 28 percent

  13. DEMONSTRATION • Any ideas??? • Demonstration ads focus on the product, showing how it works • Products? • How can print ads use demonstration? • What is the subtext? • OUR PRODUCT WORKS

  14. True/false…words alone do not sell a product? • True again. • The first step is identifying and learning about the target audience. • The second step is developing a concept that the target audience will understand and appreciate. • The third step is deciding which persuasive tactic--testimonial, slice-of-life, lifestyle, or demonstration--will best communicate the concept to the audience and motivate them to buy, and buy again, and buy some more.

  15. Class work grade • Let’s see how you do! • http://www.youtube.com/watch?v=nI4ckJOBhBU&feature=related • http://www.youtube.com/watch?NR=1&v=m4gJCavdE-Y • http://www.youtube.com/watch?v=X7Y9xE91T6g&feature=relmfu • http://www.youtube.com/watch?v=ZXDvzPx8zTc&feature=related

  16. Can you guess? • http://www.youtube.com/watch?v=kAPXGuRIXsA&feature=fvsr • Presentation grade: • Create a commercial handout • Film/ present

  17. REVIEW OF 4 TACTICS • Testimonialfeature an authority who recommends a product or service. • Slice-of-life ads tell a story, complete with characters, a setting, and a conflict. • Lifestyle focuses on an image that will appeal to a target audience. • Demonstration ads focus on the product, showing how it works

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