Advertising 2TVC - Techniques
TVC - Techniques• Repetition ▫ Repeat message many times. Argument from   repetition is a false proof of statement by   re...
• Bandwagon ▫ Imply that the product is widely used. ▫ Convince people to ride the bandwagon ▫ Band wagon fallacy is also ...
Conditions for legitimateTestimonials                                   authority                                   • Comp...
• Pressure ▫ Make people choose quickly without long   consideration ▫ E.g. Buy now, before they’re all gone.• Appeal to e...
• Association ▫ Associate product with desirable imagery to make   it seem desirable (classic conditioning) ▫ Attractive m...
• Advertising slogans                 Make a simple , direct,  ▫ Most effective means of            concise, crisp, apt s...
• Guerilla Advertising  ▫ Advertising in such a way that the audience does not    get the idea that they have been shown a...
• Subliminal messages  ▫ Hidden messages  ▫ The intention is to appeal to the subconscious mind.  ▫ Generally suggestive i...
• Public Service advertising ▫ Using commercial advertising techniques for non-   commercial purposes.
Advanced advertising   tvc - techniques
Advanced advertising   tvc - techniques
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Advanced advertising tvc - techniques

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Advanced advertising tvc - techniques

  1. 1. Advertising 2TVC - Techniques
  2. 2. 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
  3. 3. • Bandwagon ▫ Imply that 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.
  4. 4. Conditions for legitimateTestimonials authority • Competence, not just glamour. ▫ Promoting the superior • Judgment should be with in quality of product through field of competence testimony of ordinary users, • Correct interpretation of experts, or both authority • Direct evidence should be ▫ E.g. three out of four available dentists recommend • Unbiased authority ▫ Appeal to authority or • Representative of expert argument from authority opinions. • Argument should be valid in its own right.
  5. 5. • 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.
  6. 6. • Association ▫ Associate product with desirable imagery to make it seem desirable (classic conditioning) ▫ Attractive models, beautiful landscapes, alluring images, buzzwords
  7. 7. • Advertising slogans  Make a simple , direct, ▫ Most effective means of concise, crisp, apt statement. drawing attention to one or  Be witty more aspects of the product.  Adopt a distinct personality ▫ A good slogan should of its own  State main benefits of the  Give a credible impression of product or brand a brand  Implies distinction between  Make consumer feel good it and other firm’  Make consumer feel desire  Is hard to forget
  8. 8. • 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
  9. 9. • 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.
  10. 10. • Public Service advertising ▫ Using commercial advertising techniques for non- commercial purposes.

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