Wednesday, October 6<br />English 111<br />
Today in Class<br /><ul><li>Notes on advertising techniques
Groups work on campaign ad analysis
Double-check conference sign-up</li></ul>Homework<br />Work with groups on campaign analysis.<br />If you have a scheduled...
Advertising Techniques<br />Convincing the Consumer<br />based on Tressler and Lewis, Mastering Effective English (Third E...
Questions to Consider<br /><ul><li>What product is the ad trying to sell?
Other than the product itself, what idea or message is the ad trying to sell? (What is the subtext?)
Who is the target audience? Explain using specific demographics (age, gender, economic status, values, interests, etc.)
Can you identify any appeals in the ad?
What kinds of stereotypical ideas and/or subliminal messages can you identify?</li></li></ul><li>Avant Garde<br />The sugg...
Bandwagon<br />The suggestion that everybody is using the product and that you should too in order to be part of the group...
Escapism<br />The association of a product with an exciting departure from mundane, everyday life and problems.  <br />Exa...
Facts and Figures<br />Statistics and objective factual information is used to prove the superiority of the product <br />...
Glittering Generalities<br />“Weasel words” used to suggest a positive meaning without actually really making any guarante...
Hidden Fears<br />The suggestion that this product will protect the user from some danger.<br />Example:   A laundry deter...
Magic Ingredients<br />The suggestion that some almost miraculous discovery makes the product exceptionally effective.<br ...
Nostalgia<br />The association of a product with quaintly remembered earlier times or past youth.<br />Example:   By using...
Patriotism <br />The suggestion that purchasing this product shows your love of your country.<br />Example:   A company br...
Plain Folks <br />The suggestion that the product is a practical product of good value for ordinary people.<br />Example: ...
Sex Appeal <br />The suggestion that the user's love life will be appreciably improved by using a specific product.<br />E...
Snob Appeal <br />The suggestion that the use of the product makes the customer part of an elite group with a luxurious an...
Transfer <br />Words and ideas with positive connotations are used to suggest that the positive qualities should be associ...
Testimonial <br />A famous personality is used to endorse the product. <br />Example:   A famous basketball player recomme...
Wit and Humor <br />Customers are attracted to products that divert the audience by giving viewers a reason to laugh or to...
Visuals <br />Color and other visual effects add excitement to the advertisement. <br />color					camera angles<br />repet...
Appeal to what audience?<br />CELL PHONES<br />
Appeal to what audience?<br />Snack Food / Beverages<br />
APPEAL TO WHAT AUDIENCE?<br />Cigarettes <br />
APPEAL TO WHAT AUDIENCE?<br />Pro-Choice and Pro-Life Ads<br />
Upcoming SlideShare
Loading in …5
×

Day 12

872 views
641 views

Published on

Published in: Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
872
On SlideShare
0
From Embeds
0
Number of Embeds
45
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • AvantGarde
  • Bandwagon
  • sex
  • escape
  • Fear
  • patriotism
  • Testimonial and wit
  • Secret ingredient
  • wit
  • Phone female
  • White space
  • adbusters
  • Day 12

    1. 1. Wednesday, October 6<br />English 111<br />
    2. 2. Today in Class<br /><ul><li>Notes on advertising techniques
    3. 3. Groups work on campaign ad analysis
    4. 4. Double-check conference sign-up</li></ul>Homework<br />Work with groups on campaign analysis.<br />If you have a scheduled conference, please come prepared.<br />
    5. 5. Advertising Techniques<br />Convincing the Consumer<br />based on Tressler and Lewis, Mastering Effective English (Third Edition), pp.470-472<br />
    6. 6. Questions to Consider<br /><ul><li>What product is the ad trying to sell?
    7. 7. Other than the product itself, what idea or message is the ad trying to sell? (What is the subtext?)
    8. 8. Who is the target audience? Explain using specific demographics (age, gender, economic status, values, interests, etc.)
    9. 9. Can you identify any appeals in the ad?
    10. 10. What kinds of stereotypical ideas and/or subliminal messages can you identify?</li></li></ul><li>Avant Garde<br />The suggestion that using this product puts the user ahead of the times.<br />Example: A toy manufacturer encourages kids to be the first on their block to have a new toy.<br />
    11. 11. Bandwagon<br />The suggestion that everybody is using the product and that you should too in order to be part of the group.<br />Example: A credit card company quotes the number (in millions) of people who use their card .<br />
    12. 12. Escapism<br />The association of a product with an exciting departure from mundane, everyday life and problems. <br />Examples: A bubble bath whisks the user away from everyday concerns .<br />An SUV that can climb mountains or race over a mote on the way to a Gothic castle.<br />
    13. 13. Facts and Figures<br />Statistics and objective factual information is used to prove the superiority of the product <br />Example: A car manufacturer quotes the amount of time it takes their car to get from 0 to 60 m.p.h.<br />
    14. 14. Glittering Generalities<br />“Weasel words” used to suggest a positive meaning without actually really making any guarantee.<br />Example: A famous sports personality says that a diet product might help you to lose weight the way it helped him to lose weight.<br />
    15. 15. Hidden Fears<br />The suggestion that this product will protect the user from some danger.<br />Example: A laundry detergent manufacturer suggests that you will be embarrassed when strangers see "ring around the collar" of your shirts or blouses.<br />
    16. 16. Magic Ingredients<br />The suggestion that some almost miraculous discovery makes the product exceptionally effective.<br />Example: A pharmaceutical manufacturer describes a special coating that makes their pain reliever less irritating to the stomach than a competitor’s.<br />
    17. 17. Nostalgia<br />The association of a product with quaintly remembered earlier times or past youth.<br />Example: By using a product the user is prompted to reflect back on fond memories.<br />
    18. 18. Patriotism <br />The suggestion that purchasing this product shows your love of your country.<br />Example: A company brags about its product being made in America and employing American workers.<br />
    19. 19. Plain Folks <br />The suggestion that the product is a practical product of good value for ordinary people.<br />Example: A cereal manufacturer shows an ordinary family sitting down to breakfast and enjoying their product.<br />
    20. 20. Sex Appeal <br />The suggestion that the user's love life will be appreciably improved by using a specific product.<br />Example: Because a user chews a certain kind of gum, he or she will be much more kissable. <br />
    21. 21. Snob Appeal <br />The suggestion that the use of the product makes the customer part of an elite group with a luxurious and glamorous lifestyle.<br />Example: A coffee manufacturer shows people dressed in formal gowns and tuxedos drinking their brand at an art gallery.<br />
    22. 22. Transfer <br />Words and ideas with positive connotations are used to suggest that the positive qualities should be associated with the product and the user.<br />Example: A textile manufacturer wanting people to wear their product to stay cool during the summer shows people wearing fashions made from their cloth at a sunny seaside setting where there is a cool breeze.<br />
    23. 23. Testimonial <br />A famous personality is used to endorse the product. <br />Example: A famous basketball player recommends a particular brand of deodorant.<br />
    24. 24. Wit and Humor <br />Customers 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.<br />Example: Mac commercials.<br />
    25. 25. Visuals <br />Color and other visual effects add excitement to the advertisement. <br />color camera angles<br />repetition props<br />white space lighting<br />attractive models<br />kinetic photography <br />location/scenery<br />
    26. 26.
    27. 27.
    28. 28.
    29. 29.
    30. 30.
    31. 31.
    32. 32.
    33. 33.
    34. 34.
    35. 35.
    36. 36. Appeal to what audience?<br />CELL PHONES<br />
    37. 37.
    38. 38.
    39. 39.
    40. 40.
    41. 41.
    42. 42.
    43. 43. Appeal to what audience?<br />Snack Food / Beverages<br />
    44. 44.
    45. 45.
    46. 46.
    47. 47.
    48. 48.
    49. 49. APPEAL TO WHAT AUDIENCE?<br />Cigarettes <br />
    50. 50.
    51. 51.
    52. 52.
    53. 53.
    54. 54.
    55. 55.
    56. 56. APPEAL TO WHAT AUDIENCE?<br />Pro-Choice and Pro-Life Ads<br />

    ×