Advertising Techniques

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PDF version of Advertising Technique presentation. Gives 2 examples of advertising techniques with a sample advertisement.

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Advertising Techniques

  1. 1. Advertising Techniques
  2. 2. Advertising TechniquesWhat creates the need?
  3. 3. Advertising TechniquesWhat creates the need?“Buy it for me now!”
  4. 4. Objectives
  5. 5. Objectives• To recognize different advertising techniques
  6. 6. Objectives• To recognize different advertising techniques• To understand the qualities of a good ad
  7. 7. Objectives• To recognize different advertising techniques• To understand the qualities of a good ad• To think critically about how ads are created and how ads target teenagers
  8. 8. A.I.D.A
  9. 9. A.I.D.A1. Attracts attention: attractive COLORS, BOLD HEADINGS, and pictures
  10. 10. A.I.D.A1. Attracts attention: attractive COLORS, BOLD HEADINGS, and pictures2. Arouses interest: good word choice, addresses a need.
  11. 11. A.I.D.A1. Attracts attention: attractive COLORS, BOLD HEADINGS, and pictures2. Arouses interest: good word choice, addresses a need.3. Creates desire: uses propaganda techniques to make you believe youthat this product has benefits you need.
  12. 12. A.I.D.A1. Attracts attention: attractive COLORS, BOLD HEADINGS, and pictures2. Arouses interest: good word choice, addresses a need.3. Creates desire: uses propaganda techniques to make you believe youthat this product has benefits you need. 4. Causes action: gets results. Sells the product to the targeted audience.
  13. 13. Advertising Techniques
  14. 14. Advertising Techniques• Bandwagon
  15. 15. Advertising Techniques• Bandwagon• Testimonial
  16. 16. Advertising Techniques• Bandwagon• Testimonial• Snob Appeal
  17. 17. Advertising Techniques• Bandwagon• Testimonial• Snob Appeal• Plain Folks
  18. 18. Advertising Techniques• Bandwagon• Testimonial• Snob Appeal• Plain Folks• Patriotism
  19. 19. Advertising Techniques• Bandwagon• Testimonial• Snob Appeal• Plain Folks• Patriotism• Facts and Figures
  20. 20. Advertising Techniques• Bandwagon• Testimonial• Snob Appeal• Plain Folks• Patriotism• Facts and Figures
  21. 21. More Techniques…
  22. 22. More Techniques…• Expert Opinions
  23. 23. More Techniques…• Expert Opinions• Logical Appeal
  24. 24. More Techniques…• Expert Opinions• Logical Appeal• Glittering Generalization
  25. 25. More Techniques…• Expert Opinions• Logical Appeal• Glittering Generalization• Transfer/Emotional
  26. 26. More Techniques…• Expert Opinions• Logical Appeal• Glittering Generalization• Transfer/Emotional• Repetition
  27. 27. More Techniques…• Expert Opinions• Logical Appeal• Glittering Generalization• Transfer/Emotional• Repetition• Humor
  28. 28. More Techniques…• Expert Opinions• Logical Appeal• Glittering Generalization• Transfer/Emotional• Repetition• Humor
  29. 29. Bandwagon
  30. 30. Bandwagon• Persuasive technique thatinvites you to join the crowd.
  31. 31. Bandwagon• Persuasive technique thatinvites you to join the crowd.• Everybody’s doing it!
  32. 32. Bandwagon• Persuasive technique thatinvites you to join the crowd.• Everybody’s doing it!• Often uses weasel words
  33. 33. Bandwagon• Persuasive technique thatinvites you to join the crowd.• Everybody’s doing it!• Often uses weasel words
  34. 34. Testimonial
  35. 35. Testimonial• Statement endorsing an idea/product by a prominent person.
  36. 36. Testimonial• Statement endorsing an idea/product by a prominent person.• Product can be inside or outsideparticular field.
  37. 37. Testimonial• Statement endorsing an idea/product by a prominent person.• Product can be inside or outsideparticular field.• Musical artists,
  38. 38. Testimonial• Statement endorsing an idea/product by a prominent person.• Product can be inside or outsideparticular field.• Musical artists,• Sports giants,
  39. 39. Testimonial• Statement endorsing an idea/product by a prominent person.• Product can be inside or outsideparticular field.• Musical artists,• Sports giants,• Actors/actresses
  40. 40. Testimonial• Statement endorsing an idea/product by a prominent person.• Product can be inside or outsideparticular field.• Musical artists,• Sports giants,• Actors/actresses
  41. 41. Snob Appeal
  42. 42. Snob Appeal• Aims to flatter
  43. 43. Snob Appeal• Aims to flatter• Makes the insinuation that thisproduct is better than others…Thus, those that use it are too.
  44. 44. Snob Appeal• Aims to flatter• Makes the insinuation that thisproduct is better than others…Thus, those that use it are too.• “Avant Garde” ahead of thetimes.
  45. 45. Snob Appeal• Aims to flatter• Makes the insinuation that thisproduct is better than others…Thus, those that use it are too.• “Avant Garde” ahead of thetimes.
  46. 46. Plain Folks
  47. 47. Plain Folks• Opposite of Snob Appeal
  48. 48. Plain Folks• Opposite of Snob Appeal• Identifies product/idea with a localityor country
  49. 49. Plain Folks• Opposite of Snob Appeal• Identifies product/idea with a localityor country• Practical product for ordinary people.
  50. 50. Plain Folks• Opposite of Snob Appeal• Identifies product/idea with a localityor country• Practical product for ordinary people.
  51. 51. Patriotism
  52. 52. Patriotism• Purchase will display love of country.
  53. 53. Patriotism• Purchase will display love of country.• Person will financially help thecountry.
  54. 54. Patriotism• Purchase will display love of country.• Person will financially help thecountry.
  55. 55. Facts and Figures & Statistics
  56. 56. Facts and Figures & Statistics• In this persuasive technique, numbers,tables, and graphs are used to showstatistics of both sides.
  57. 57. Facts and Figures & Statistics• In this persuasive technique, numbers,tables, and graphs are used to showstatistics of both sides.
  58. 58. Expert Opinions
  59. 59. Expert Opinions• Want to prove something is true? Geta doctor to recommend it!
  60. 60. Expert Opinions• Want to prove something is true? Geta doctor to recommend it!
  61. 61. Logical Appeal
  62. 62. Logical Appeal• If I give enough good reasons I can’tpossibly be wrong
  63. 63. Glittering Generalisation
  64. 64. Glittering Generalisation• Using simple phrases that sound goodbut have no real value or meaning.
  65. 65. Glittering Generalisation• Using simple phrases that sound goodbut have no real value or meaning.
  66. 66. Transfer or Emotional Appeal
  67. 67. Transfer or Emotional Appeal• Positive feelings/desires areconnected to a product/user
  68. 68. Transfer or Emotional Appeal• Positive feelings/desires areconnected to a product/user• Transfers positive feelings wehave of something we know tosomething we don’t.
  69. 69. Transfer or Emotional Appeal• Positive feelings/desires areconnected to a product/user• Transfers positive feelings wehave of something we know tosomething we don’t.• Love
  70. 70. Transfer or Emotional Appeal• Positive feelings/desires areconnected to a product/user• Transfers positive feelings wehave of something we know tosomething we don’t.• Love• Fame
  71. 71. Transfer or Emotional Appeal• Positive feelings/desires areconnected to a product/user• Transfers positive feelings wehave of something we know tosomething we don’t.• Love• Fame• Wealth
  72. 72. Transfer or Emotional Appeal• Positive feelings/desires areconnected to a product/user• Transfers positive feelings wehave of something we know tosomething we don’t.• Love• Fame• Wealth• Power
  73. 73. Transfer or Emotional Appeal• Positive feelings/desires areconnected to a product/user• Transfers positive feelings wehave of something we know tosomething we don’t.• Love• Fame• Wealth• Power• Attractiveness
  74. 74. Transfer or Emotional Appeal• Positive feelings/desires areconnected to a product/user• Transfers positive feelings wehave of something we know tosomething we don’t.• Love• Fame• Wealth• Power• Attractiveness• Fear
  75. 75. Transfer or Emotional Appeal• Positive feelings/desires areconnected to a product/user• Transfers positive feelings wehave of something we know tosomething we don’t.• Love• Fame• Wealth• Power• Attractiveness• Fear
  76. 76. Repetition
  77. 77. Repetition• Words or phrases in an advertisementare repeated several times for effect.Repetition gets your attention andstresses a slogan or product
  78. 78. Repetition• Words or phrases in an advertisementare repeated several times for effect.Repetition gets your attention andstresses a slogan or product• Repeating something helps youremember the product or ad
  79. 79. Repetition• Words or phrases in an advertisementare repeated several times for effect.Repetition gets your attention andstresses a slogan or product• Repeating something helps youremember the product or ad
  80. 80. Humour
  81. 81. Humour• Everyone likes a laugh.
  82. 82. Humour• Everyone likes a laugh.• Ideally your ad is funnyenough for people to talkabout - that’s freeadvertising!
  83. 83. Humour• Everyone likes a laugh.• Ideally your ad is funnyenough for people to talkabout - that’s freeadvertising!
  84. 84. Slogan
  85. 85. Slogan• A catchword or phrase loadedwith emotion
  86. 86. Slogan• A catchword or phrase loadedwith emotion• Often sells through repetition
  87. 87. Slogan• A catchword or phrase loadedwith emotion• Often sells through repetition• Clever and easy to remember
  88. 88. Slogan• A catchword or phrase loadedwith emotion• Often sells through repetition• Clever and easy to remember• Often a melody you alreadyknow
  89. 89. Slogan• A catchword or phrase loadedwith emotion• Often sells through repetition• Clever and easy to remember• Often a melody you alreadyknow• Maybe she’s born with it....
  90. 90. Slogan• A catchword or phrase loadedwith emotion• Often sells through repetition• Clever and easy to remember• Often a melody you alreadyknow• Maybe she’s born with it....

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