Advertising

1. Advertising Production
Characteristics of products

2. Recap
Open up the Moodle Lesson 6- Characteristics of products to answer
What is the purpose of Advertising?

3. Write a target on a post it explaining how you will achieve
one of the Learning Outcomes below:
• be able to explain the how adverts highlight a products
characteristics.
• be able to analyse how adverts use branding and USP
for audience persuasion
• make comparisons between advertising examples and
their branding techniques
MUST
SHOULD
COULD
Use adjectives to describe advertising techniques
(Aim to fit at least one in your report today)
English
Target

4. If the purpose of Advertising is to sell and
raise awareness of a product then….
What do Advertisers need to
know about products in order to
do this?
How do they decide what features
of the product to highlight in their
adverts?
Discuss in pairs and share
answers

5. Analysis of products worksheet
(Individually 10 mins)
• Coca Cola
• Iphone
• Nike Trainers
• Use the worksheet to list one feature of the
product in each box
• What does the customer get out of the feature?
• Rate importance of this feature 1-10
• Does it make it the same or different to other
products?

6. Advertisers use the USP to sell products
• USP or unique selling point relates to
the features of the product that
make it stand out as different
from other products.
• What is the USP of the products you
looked at?

7. Answer the question on the Moodle lesson
How does this advert highlight the USP of the
product?
If you complete this early, then consider what product you would like
to Advertise and what the USP of the product is.

8. Why do Advertisers use this as a persuasive
technique?
• It shows an audience the benefits
offered by the product
• It highlights the advantages over other
similar products

9. Another persuasive tactic for selling products is
Branding

10. What is a Brand?
• A brand is not a thing, a product a company or an
organisation.
• A brand does not exist in the real world, it is a mental
construct.
• Branding relates to the associations we make with a
product.
• From the companies perspective it’s a promise that they
offer their customers.

11. “If Coca-Cola were to lose all of its production-related assets in a
disaster, the company would survive.
By contrast, if all consumers were to have a sudden lapse of
memory and forget everything related to Coca-Cola, the company
would go out of business.”
Coca-Cola Executive

12. What associations do we make with Coca-cola?
Mind map in groups

13. Coca- cola’s brand is…
• youthful
• Energetic
• It’s recipe is secret
• Visual associations might include:
• the unmistakable red and white logo
• the unique shape and tint of the original glass bottles.
https://www.youtube.com/watch?v=HUzPwIP9BqE

14. Use the Moodle lesson to analyse the case study
• Use this information to help your report
writing later on.
Use adjectives to describe interactive media designs
(Aim to fit at least one in your report today)
MUST be able to explain the how
adverts highlight a products
characteristics.
SHOULD be able to analyse how
adverts use branding and USP for
audience persuasion
COULD make comparisons between advertising
examples and their branding techniques
English
Target
Learning Outcomes:
Use adjectives to describe advertising techniques
(Aim to fit at least one in your report today)
English
Target

15. Representation and products

16. How are the
women in these
adverts being
represented?
https://www.youtube.com/watch?
v=wYFmdlzff98&NR=1

17. The women in these adverts are being
represented as stereotypes,
What stereotypes are associated with men?

18. Dove used representation as part of its branding- Why did they
choose to do this? https://www.youtube.com/watch?v=KJDIDKQIMNI

19. Include your learning from today in your report.
• Write about product characteristics in your report.
- Branding
- USP
- Representation
Use adjectives to describe interactive media designs
(Aim to fit at least one in your report today)
MUST be able to explain the how
adverts highlight a products
characteristics.
SHOULD be able to analyse how
adverts use branding and USP for
audience persuasion
COULD make comparisons between advertising
examples and their branding techniques
English
Target
Learning Outcomes:
Use adjectives to describe advertising techniques
(Aim to fit at least one in your report today)
English
Target