Techniques used to advertise to kids

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  • 1. Techniques Used to Advertise to Kids
  • 2. Ideal Kids
    The kids in commercials are often a little older and a little more perfect than the target audience of the ad—they are in other words, the role models for what the advertiser wants children in the target audience to think they want to be like.
    Example—A commercial that is targeting 8 year olds for instance will use 11-12 year olds
  • 3. Ideal Kids—What to Write in Notes
    Kids are often a little older and a little more perfect than the target audience of the ad
    Example—Uses 11-12 year olds for a toy for an 8 year old
  • 4. Heart Strings
    Commercials often create an emotional ambience that draws you into the advertisement and makes you feel good. We are more attracted to things that make use feel good
    Example—The “I am going to Disney” Commercials
  • 5. Heart Strings—What to write
    Ad uses emotions to attracted us to the product.
    Example—The “I am going to Disney” Commercials
  • 6. Amazing Toys
    Many top commercials show their toys in life-like fashion, doing incredible things. Airplanes that do loop the loops and cars doing wheelies, dolls cry.
    Most toys don’t do these things in real life
  • 7. Amazing Toys—What to write
    Show toys, doing incredible things.
    Most toys don’t do these things in real life
  • 8. Life Like Settings
    Barbie struts her stuff on the beach with waves crashing in the background, space aliens fly through outer space.
    These things do not come with the toys
  • 9. Life Like Settings—What to write
    Toys are shown in real settings doing things.
    Example: Barbie’s Dune Buggy does not come with a sand beach but the commercial might show one
  • 10. Sounds good
    Music and other sound effects add to the excitement of commercials. Sounds can make toys seem more life like or less life like, as in a music video. It sets the mood
    Example—Fun dance music playing in the background of the commercial for a new doll
  • 11. Sounds good—What to write
    Music and other sound effects add to the excitement of commercials and set the mood
    Example—Fun dance music playing in the background of the commercial for a new doll
  • 12. Cute Celebrities
    Teenage Mutant Ninja Turtles sell pizza, Joe Cool sells cigarettes. These are ways to get kids to identify with the product.
    Example—Kraft Mac and Cheese and Spongebob
  • 13. Cute Celebrities—What to Write
    Teenage Mutant Ninja Turtles sell pizza, Joe Cool sells cigarettes. These are ways to get kids to identify with the product.
    Example—Kraft Mac and Cheese and SpongeBob
  • 14. Selective Editing
    Selective editing is used in all commercials but especially in commercials for athletic toys like Frisbees and footballs. The commercial will show amazing catches and brilliant throws but most kids won’t get the same results.
    Example—Nerf football or dart gun
  • 15. Selective Editing—What to Write
    The commercial will show amazing catches and brilliant throws but most kids won’t get the same results.
    Example—Nerf football or dart gun
  • 16. Family Fun
    “This is something the whole family can do together!” Many of these commercials show parents and kids playing with these toys together
    Example—Very common for Board Games
  • 17. Family Fun—What to write
    Many of these commercials show parents and kids playing with these toys together
    Example—Very common for Board Games
  • 18. Excitement!
    Watch the expressions on the kids’ faces. They are happy and never bored.
  • 19. Excitement!—What to Write
    Watch the expressions on the kids’ faces. They are happy and never bored.
    Example—You never see kids fighting and yelling or crying over a toy not working
  • 20. Star Power
    Sports Heroes, movie stars, teenage heartthrobs tell kids what to eat and wear. Stars get paid to do this but it looks like they LOVE the product
  • 21. Star Power—What to Write
    Sports Heroes, movie stars, teenage heartthrobs tell kids what to eat and wear. Stars get paid to do this but it looks like they LOVE the product
  • 22. Examples of Commercials
    Ideal Kids
    http://www.youtube.com/watch?v=VD-wp0O7G4o (Play-Doh Burger Factory)
    Heart Springs
    http://www.youtube.com/watch?v=zVKOSaBGPQE (Disney World—Making Memories)
    Amazing Toys
    http://www.youtube.com/watch?v=qsZ6FrxgTs8 (Hot Wheels HeMan)
    Life-Like Setting
    http://www.youtube.com/watch?v=P9dvknOCdCY (GI Joe Shark)
    Selective Editing
    http://www.youtube.com/watch?v=b0l5uxE4oMI&playnext=1&list=PL42D5AA3F36992BC8 (Target Nerf Commercial)
    Star Power
    http://www.youtube.com/watch?v=7eqUClCSdGw (Proactive Jessica Simpson)
    Sounds good
    Cute Celebrities
    Family Fun
    Excitement
  • 23. Assignment
    Find 2 kids commercials from YouTube
    View them
    Tell what technique is used (there may be more than one)
    Email your link and explanation to Mrs. Ferris