Advanced advertising   tvc - techniques
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Advanced advertising tvc - techniques

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Advanced advertising   tvc - techniques Advanced advertising tvc - techniques Presentation Transcript

  • ADVANCEDADVERTISINGTVC - Techniques
  • TVC - Techniques Repetition  Repeat message many times. Argument from repetition is a false proof of statement by repetition.  Generally used by politicians.  Extreme form – considered brainwashing.  Form of propaganda
  •  Bandwagon  Implythat the product is widely used.  Convince people to ride the bandwagon  Band wagon fallacy is also known as appeal to authority of many, appeal to people.
  • Conditions for legitimateTestimonials authority  Competence, not just glamour.  Promoting the  Judgment should be with in superior quality of field of competence product through  Correct interpretation of testimony of ordinary authority users, experts, or both  Direct evidence should be  E.g. three out of four available dentists recommend  Unbiased authority  Appeal to authority or  Representative of expert argument from opinions. authority  Argument should be valid in its own right.
  •  Pressure  Make people choose quickly without long consideration  E.g. Buy now, before they’re all gone. Appeal to emotion  Manipulate viewer’s emotion  Appeal to wishful thinking, flattery or ridicule  Appeal to pity used by charity organizations.  Appeal to spite aimed at younger demographics  Appeal to fear used in public service messages or products like antibacterial soaps.
  •  Association  Associateproduct with desirable imagery to make it seem desirable (classic conditioning)  Attractive models, beautiful landscapes, alluring images, buzzwords
  •  Advertising slogans  Make a simple , direct, concise, crisp,  Most effective apt statement. means of drawing  Be witty attention to one or  Adopt a distinct more aspects of the personality of its own product.  Give a credible  A good slogan impression of a should brand  State main benefits  Make consumer feel of the product or good brand  Make consumer feel  Implies distinction desire between it and other firm’
  •  Guerilla Advertising  Advertising in such a way that the audience does not get the idea that they have been shown an advertisement.  E.g A hired person has the Nokia N8 and asks passerbys to take a picture of him. When someone comments on the piture quality he says “I love my Nokia N8 and take it everywhere” Controversy  Controversy draws attention  E.g United Colors of Benetton  Used to promote books and films
  •  Subliminal messages  Hidden messages  The intention is to appeal to the subconscious mind.  Generally suggestive in nature. Promotional messages the recipient is not aware of, such as those played at very low volume or flashed on a screen for less than a second, or hidden in the text. Its effectiveness is not supported by scientific evidence, and its use is considered a deceptive business practice in some jurisdictions.
  •  Public Service advertising  Using commercial advertising techniques for non- commercial purposes.