The nature of advertising [autosaved]Presentation Transcript
Daniel Mounatain & Laura Walpole
The Nature of Advertising Explain The Difference Between an advert and other forms of media content ADVERTISING MEDIA CONTENT• An advert and other forms of media • Media content range from the Sunday content engage the audience by paper, to films on the big screen, they attempting to create a dialogue with its attempt to create a dialogue with its intended audience. intended audience.• However, An advert is different from • Media contents aim is to, engage other media content because it is inform and, create a dialogue between attempting to sell a product, service or itself and the audience it primary focus promote a message as part of the is not to sell a product, service or dialogue with its intended consumer. promote a message as part of the• Advertising buys space within the dialogue with its intended consumer media platforms to sell the product • The Media providers sell space within (e.g. Web Banner) their platform to fund and subsidise• Advertising utilises media platforms to the cost of the platform achieve this goal. WE PROVIDE A PLATFORM WE SELL OR WE DIE FOR ADVERTISING
The Nature of Advertising Explain The Difference Between an advert and other forms of media content ADVERTISING MEDIA CONTENT• Advertising uses other platforms • Media content is restricted by its beyond media to achieve its goal, platform unlike advertising which e.g. billboards, uses multiple platforms .• Adverting cannot contain any • Freedom of press, media content false claims can contain bias, opinions and claims that advertising cant WE SELL OR WE DIE WE PROVIDE A PLATFORM FOR ADVERTISING
The Nature of Advertising Explain how advertising fits into the media landscape and the commercial landscape Media Landscape . Commercial• Advertising fits in to the media landscape in the Landscape form of paid placement within a targeted media such as the news paper • Advertising fits in to the commercial landscape in• The medias platform content is usually targeted the form of paid placement within a physical by the advertisers to justify the media spend space such as the point of sale at a shop or the and engage the largest intended audience billboard at the side of the motorway.• The form in which the ad takes is down to the • Advertising in the commercial landscape can take several medium that carries it e.g. News Paper carry different forms for example Goggle monetises search printed ads not audio radio ads engine ranking results in the form of pay per click• Advertising evolves with the media landscape it uses both traditional media platforms and emerging social medias to convey its message in Experiential an increasingly more sophisticated way. Landscape • brands are beginging to be experienced rather than experienced Advertising uses the experiential landscape in the form of events, environments (Disney world) and flash mob stunts which provide short term high exposure and long term digital media content
The Nature of Advertising Explain how advertising is part of the wider economic growth cycle• Without advertising a Consumer driven society would not be able to function or exist.• Adverting enables growth by creating a dialog between the product and consumer.• Innovation and r&d rely on growth and profit margins without effective advertising a company may survive but with an effective dialogue between itself and the consumer a company can innovate, advance technology and not to mention remain in existence
The Nature of AdvertisingCompare and Contrast 10 adverts
The Nature of Advertising Guinness‘Good things come to those who wait’ ‘Bring it to life’
The Nature of Advertising Guinness ‘Good things come to those who wait’ ‘Bring it to life’• http://www.youtube.com/ • http://www.youtube.com/ watch?v=zcdDg30VBgo watch?v= pgA8Z7lFVE -• This is why I wanted to do advertising • If its not broke don’t fix it comes to the script, and the art direction are mind when comparing this to to the fantastic, I can watch this ad again and Guiness surfer add. again and again, • Despite visually looking spectacular• The emotional connection between The art direction and the story do not you and the surfer is almost have the same connection. instantaneous, you want to see him triumph you feel connected.• Great tag line what more can I say.
The Nature of Advertising Nike/Addidas Addidas ‘Impossible isNike ‘Failure’ nothing’
The Nature of Advertising Nike/Addidas Addidas ‘Impossible isNike ‘Failure’ nothing’ • http://www.youtube.com/watch?v=aMF• http://www.youtube.com/ nwOYO9xo watch?v=45mMioJ5szc • The emotional power of what David• Jordan talks about his failures Beckham is saying is lost, compared to throughout his career rather than Jordan in the Nike ad. a specific example like David • The Cartoon adds another layer of Beckham for Addidas, its almost complexity that isnt required, David Beckham is not known for his skills as like a call to arms saying ive failed an illustrator, it detracts from the and so can you, but together we emotional power of his story can succeed, the same emotional • The Addidas script does not have the hook isnt present in the addidas same emotional Hooks as the Nike commercial. Failure ad, I feel this is because it’s a campaign based around the art direction rather than the tagline.
The Nature of Advertising Old Spice Smell Like a Man, ManThe Mark of a Man 1989 2010
The Nature of Advertising Old Spice Smell Like a Man, ManThe Mark of a Man 1989 2010• http://www.youtube.com/ • http://www.youtube.com/ watch?v=6rbZr7YoqK0&f watch?v=0ZOm2YhOI4c eature=related • The newer old spice commercial is successful as it has understood that old spice was a very uncool, brand and• Both of the old spice adverts claim that un-aspirational, by making fun of itself old spice will make you a better man, and also other similar products the difference is that one is parodying advertising, it can took a new high ground and being a cool, funny that idea. product. So instead of saying to its customers use old spice and ‘you’ll be a MAN, its now saying we understand no-one is like this but you can be cool and funny kind of guy if you wear this.
The Nature of Advertising Lurpak Good food deservesIt’s a matter of taste Lurpak
The Nature of Advertising Lurpak Good food deservesIt’s a matter of taste Lurpak• http://www.youtube.com/ • http://www.youtube.com/ watch?v=9rmhJfuY48Y watch?v=bj H - OzHarMU• The older advert talks about lurpak • The newer advert differs as it aims the butter being of quality and even hinting at an at men, it talks to them about truths, how element of luxury, but they use single men choose a ready meal over cooking, when as they show cooking can be Norman the butter man to lighten the masculine and epic mood and appeal to a large audience. Through Norman the advert also appeals to children. The advert is aim at women
The Nature of Advertising Ikea HomebaseHomebase ‘Make a housea home’ Ikea ‘Happy Inside’
The Nature of Advertising Ikea HomebaseHomebase ‘Make a housea home’ Ikea ‘Happy Inside’• http://www.youtube.com/ • http://www.youtube.com/ watch?v=szo1VwqPdhY watch?v=Z7vXP3tHzhA• Homebase shows how amazing there • Is talking to people on a more products are by showing if we can emotional level about there homes by change an ugly train station, imagine, saying how you feel is the most what you can do with your home. They important thing, so therefore they have also show an empathy for their used the most comfortable creature in customer by caring for them enough to the home. The cats look comfortable in the ikea store promoting the message change a space that they hate. that ikea furniture will make you happier.
The Nature of AdvertisingSuggest 5 Key texts and explain why they are valid texts in the context of explaining the nature of advertising • The 5 key texts we have chosen are based around human understanding why Human understanding? To paraphrase Rory Sutherland:• we use ideas to turn human understanding into business and social advantage. http://www.youtube.com/watch?v=jDmYxiLNcMs• By looking at the future of the media industry and the ad agency’s role within this industry, agencies are questioning there role within the reality of a rapidly expanding media world.• I believe , we need be at the fore front of a new way of thinking by championing technology and aligning an agency with the latest human science advances and understandings (NLP, CHOICE ARCHITECTURE BEHAVIORAL ECONOMICS) we can add exponential value to our clients way beyond our traditional remit
The Nature of Advertising Book 1 No Logo by Naomi Klien • If your study advertising you need to know about anti capitalism and the anti-globalisation movement No Logo gives a great insight into this world • It highlights why brands need to be transparent and create an open dialogue with its consumer • The book is most powerful when it describes the plight of people such as the Philippino textile workers in warehouses with no job security who are paid 28cents an hour to making $120 trainers.• No Logo• Naomi Klein• ISBN-10: 0006530400
The Nature of Advertising Book 2 Future Shock by Alvin Toffler • Despite being published in 1970 Future shock is more relevant than most books written this century. • According to Alvin Toffler our society is rapidly accelerating towards a "super- industrial society". • Toffler predicts that the technological changes will accelerate at an ever increasing rate affecting every part of our lives from how we create our niche lifestyle, to our roles within this society. • This is a must read for any one who wants to gain a valuable insight into were society is heading • I particularly enjoyed reading about rapid growth in the diversity of niche life styles/tribes and the origins of over choice.• Future Shock• Alvin Toffler• ISBN-13: 978-0330028615
The Nature of Advertising Book 3 Freakanomics by Steven D Levitt • Any book that challenges the way that you look at the world is worth reading. • Freakanomics is a great book to to dip in and out of, • The chapters tease apart factors influencing human behaviour in a very divergent way. • it challenges traditional views in an unapologetic way. For example, why do prostitutes get paid more than architects? Or did the easing of abortion laws in the USA lead to a reduction in the crime-rate nearly 20 years later? • However if you don’t want to read this book by steven levitt, check out his speech on TED it’s a great little video that explains Freakanomics http://www.ted.com/talks/steven_levitt_analyzes_cr• Freakanomics ack_economics.html• Steven D Levitt• ISBN-10: 0141019018
The Nature of Advertising Book 4 Nudge by Richard H Thaler • Nudge is a great book on choice architecture it looks at those people who are in positions to influence our behaviour through certain choices they make. Nudge defines two keys ideas: 1. Libertarian paternalism covers the ideas that private and public institutions may affect behaviours while also respecting their freedom of choice 2. The difference between Econs and Humans. Econs are people who act rationally and consider all the options and come to the solution, however if you are a human like me this book gives you a great insight into how choice architecture can affect our decissions and how certain nudges can have a great effect on our lives.• Nudge• Richard H Thaler• ISBN-13: 978-0141040011
The Nature of Advertising Book 5 The Tipping Point by Malcolm Gladwell • As the title suggests The Tipping Point is that point when an idea, trend or social behaviour crosses a threshold, tips and spreads like wildfire. • The tipping point is a great read its very easy to understand, it shows that actually, the small things matter. • I never thought id enjoy reading about Sesame street or the origins of the six degrees of separation experiment. • Its key insight as an advertising text is that it looks at social influences that are largely overlooked, often because they are considered unimportant for example the analysis of the three different types of• The Tipping Point people - connectors, mavens, and• Malcolm Gladwell salespeople• ISBN-13: 978-0349113463
The Nature of Advertising Describe how success and failure is measured in advertising• Success is Measured in awards but a highly awarded campaign can be less successful than a campaign that doesn’t enter the awards. A great campaign cuts thru the clutter and creates a dialogue that the consumer wants to act upon and also spread amongst their friends• Success is Measured in increased profit margins, does this campaign deliver a clear and concise idea in the correct medium.• Failure is the opposite of success no awards, bad communication, loss of market share ect WE SELL OR WE DIE
The Nature of AdvertisingDaniel Mounatin & Laura Warpole