Advertising WorkbookTASK 1 (label this on your blog as 30.1.1)Advertising is everywhere. It is one of the largest sectors ...
TASK 3 (label this on your blog as 30.1.3)View this old television adverts: ...
Advert 3Product Name:                                                  Link:Persuasive techniques:Product USPTASK 5 (label...
Values, attitudes and lifestyles (in other words the types of products which are likely       to appeal to those with thes...
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Advertising workbook

  1. 1. Advertising WorkbookTASK 1 (label this on your blog as 30.1.1)Advertising is everywhere. It is one of the largest sectors of the media industry,adverts being presented in a wide range of media such as television, film, radio, magazines,posters, billboards, the press, and the internet. Of all of these, television advertising probablyhas the highest profile, some television advertisements being so effective and memorablethat they become classics and part of the cultural backgroundfor a whole generation ofviewers.Television is used to market almost every product one can imagine from everydayconsumables, like washing powder, to extravagant sports cars, whilst some advertisementspromote aservice such as insurance, banking or vehicle breakdown cover. Televisionadvertising has become more and more sophisticated, utilising the very latest digitalproduction techniques. Content and style can be simple or complex, using traditionalnarrative structures or less obvioussurrealist imagery, and messages can be overt orunderstated. There seems to be no single approach which can be said to be more effectivethan another.1.Explain what TV advertising is?2. View three different contemporary TV adverts and list three key characteristics of them:TASK 2 (label this on your blog as 30.1.2)Advertisers use a variety of techniques to get us to buy goods or services. Some of them arelisted below. Can you fill in the gaps and find an example of an advert which fits thepersuasive technique used?Type of persuasive technique Link to an advert which uses this techniqueThe Anecdote: Personal experience or storywhich is sold to us as proof.Adjectives: Crisp, fresh, healthy, nutritious,etcRepetition: Key points, positives about theproduct, themes etcStatistics: Often presented as factuallyaccurate but sometimes they are a bitdubious.Fact: A statement that is true and can beproven. 1
  2. 2. TASK 3 (label this on your blog as 30.1.3)View this old television adverts: thiscontemporary TV toothpaste advertisement, the Venn diagram below, What are the similarities and differences between thisadvert and contemporary toothpaste adverts? Old Ad New AdTASK 4(label this on your blog as 30.1.4)According to Gillian Dyer (Advertising as Communication, Routledge 1988) advertisers useamong other techniques, the following lines of appeal. They use images of, or makereference to things to tap into our desires or fears. View the Powerpoint called Lines ofAppeal which is available on Moodle.Analyse three different TV adverts and state which persuasive skills and lines of appeal havebeen used:Advert1Product Name: Link:Persuasive techniques:Product USPAdvert 2Product Name: Link:Persuasive techniques:Product USP 2
  3. 3. Advert 3Product Name: Link:Persuasive techniques:Product USPTASK 5 (label this on your blog as 30.1.5)Audience DemographicsOne of the most common ways of identifying a target audience is the socio-economic model.Although this model has been in use for a very long time, it is still a useful tool in identifying atarget audience. The basis for this system is level of earnings. An AB audience, forexample, is assumed to have more spending power than a CDE audience.A Lawyers, doctors, scientists, managers of large-scale organisations – well paid professionalsB Teachers, senior managers, some middle management – fairly well paid professionals (and very poorly paid teachers!)C1 ‘White collar’, junior management, bank clerks, nursesC2 Skilled ‘blue collar’ workers such as electricians, plumbers, carpentersD Semi and unskilled manual workers such as drivers, post sortersE Students, the unemployed, pensionersAudience profilingThere are many other ways that an audience can be segmented or profiled. Whenever a TVadvertiser is producing a commercial, they will always take care to identify the targetaudience as accurately as possible. After all, if the audience is identified and targeted well,the product is likely to be successful! That is why audience is considered a keyconsideration – because it is fundamental to the planning and shaping of an advertisement.Audiences can be segmented in other ways as well as the socio-economic model above: Age Gender Demographic (where the audience live) Profiling (this is often done by advertisers to identify ‘types’ of consumers) 3
  4. 4. Values, attitudes and lifestyles (in other words the types of products which are likely to appeal to those with these values, attitudes and lifestyles.Watch a series of adverts and identify as accurately as possible the target audiencefor each, provide a link and give explanations to back up your conclusions about whythe advert appeals to the specific demographic.123TASK 6 (label this on your blog as 30.1.6)THE REGULATORS: (Video Cast to be uploaded to your blog). Use the ASA website tohelp you answer these questions. Answer the following questions in a videocast: 1. Explain who regulates TV advertising in the UK? 2. Explain the process of how to complain about a TV advert which you thought was offensive in some way. 3. Watch this controversial advert: 4. Explain what happens in the video. 5. Explain why was this advert banned? 6. Do you think the regulators were right to banned this advert. Back up your argument with clear points. 7. Summarise your main points. 4