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Advertising = one of the world’s most profitable businesses

Advertising = one of the world’s most profitable businesses. The ingredients of successful ads AIDA ATTENTION INTEREST DESIRE ACTION. ATTENTION. EYE-CATCHING LAYOUT ( stiking features / graphics ) IMAGES CATCHY SLOGANS ( language of ads ). INTEREST. Targeting Niche market.

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Advertising = one of the world’s most profitable businesses

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  1. Advertising = oneof the world’s mostprofitablebusinesses The ingredientsofsuccessfulads AIDA ATTENTION INTEREST DESIRE ACTION

  2. ATTENTION • EYE-CATCHING LAYOUT (stikingfeatures/graphics) • IMAGES • CATCHY SLOGANS ( languageofads)

  3. INTEREST • Targeting • Niche market

  4. DESIRE • Based on (oftensubconscious) needs • Maslow’s pyramid

  5. ACTION Urgingto do something • Incentives • Imperative /you • “call-to-action” words hurry, limitedoffer, BOGOF, now, onlyfortwodays…

  6. The languageofslogans • Brevity • Familiarity • Neologismscookability, wonderfuel • Ambiguity/broadmeaning (weaselwords) helps, worth, virtually, fresh, organic • Idioms and word play or puns, humour • Poeticdevices: Alliterationfinger offudge, meanmachine, Parallelismsstay dry, stay happy • Similesfreshas a mountain stream • Metaphors

  7. The languageofslogans • Prevalenceofadjectives (hyperboles) and adverbs • Verbs: lacking or presenttense (NOW) • Glamorisation eg a small house iscompact or manageable House on a busy road isconvenientfortransport

  8. 10 ADVERTISING CLAIMS • http://home.olemiss.edu/~egjbp/comp/ad-claims.html The Language of Advertising Claims by Jeffrey Schrank • Students, and many teachers, are notorious believers in their immunity to advertising. These naive inhabitants of consumerland believe that advertising is childish, dumb, a bunch of lies, and influences only the vast hordes of the less sophisticated. Their own purchases are made purely on the basis of value and desire, with advertising playing only a minor supporting role. They know about Vance Packard and his "hidden persuaders" and the adwriter'spsychosell and bag of persuasive magic. They are not impressed

  9. Advertisers know better. Although few people admit to being greatly influenced by ads, surveys and sales figures show that a well-designed advertising campaign has dramatic effects. A logical conclusion is that advertising works below the level of conscious awareness and it works even on those who claim immunity to its message. Ads are designed to have an effect while being laughed at, belittled, and all but ignored.

  10. … persuasive techniques.. • The “claim” is a verbal or prit part ofan ad thatmakes some claimofsuperiority…

  11. A few of these claims are downright lies, some are honest statements about a truly superior product, but most fit into the category of neither bold lies nor helpful consumer information. They balance on the narrow line between truth and falsehood by a careful choice of words.

  12. The reason so many ad claims fall into this category of pseudo-information is that they are applied to parity products, products in which all or most of the brands available are nearly identical. Since no one superior product exists, advertising is used to create the illusion of superiority. The largest advertising budgets are devoted to parity products such as gasoline, cigarettes, beer and soft drinks, soaps, and various headache and cold remedies.

  13. …"best" means that the product is as good as the other superior products in its category. When Bing Crosby declares Minute Maid Orange Juice "the best there is" he means it is as good as the other orange juices you can buy.

  14. To create the necessary illusion of superiority, advertisers usually resort to one or more of the following ten basic techniques. Each is common and easy to identify.

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