Adverts

2.  You Must – be able to explain advertising and its
purposes.
 You Should – be able to explore how adverts
persuade consumers.
 Amazing If - you can provide examples to
demonstrate how adverts persuade consumers.

3.  Advertising
 Perception management
 Persuasion
 Consumer

4.  Advertising is a mass media tool used by a
company or organisation to persuade consumers to
buy a product or use a service.
 In the simplest sense, the word ‘advertising’ means
drawing attention to something.
 In more detail, ads are:
 messages from seller/manufacturer to consumer
 intended to give information which will influence
consumer choice

5.  To attract attention.
 To persuade.
Advertising’s central function is to create desires
that previously did not exist (Dyer, 1988)

6.  Celebrity endorsement (Idea
of success and popularity)
 Identification with brand
(Ideology: Ideas and ideals)
 Emotional manipulation
using:
 Psychological identification
 Persuasive language (Semantics)
 Symbolic iconography (Semiotics)

7.  How is the watch being represented?
Think of:
 Visual symbolic codes (semiotics)
 Written codes (semantics)
 Technical codes
(Media language-Iconography)
 What is the demographic, socio-
economic and psychographic target
audience for this advert?
 How does the advert try to persuade
you to buy this product?

8. Search for an advert and try to identify the following:
 How does the advert tries to manage your perception
or persuade you to buy the product?
 What life style or ideology (ideas and ideals) is being
represented in this advert?
 What is the psychographic target audience for that
product?