2. Slogan: Important because: Often the only thing the audience remembers when the ad is over Usually the largest printed words on written ads Usually end radio and television ads. Slogans MUST: Be simple Contain the product’s name (optional) Contain only one message
3. On Your Own “Famous Advertising Slogans” A website where viewers may click on a particular brand and see what the product’s slogan is http://www.quotations.me.uk/famous-slogans/ Find three examples of famous slogans Write down the slogan & product on guided notes
4. For Fun “Sloganizer” A website where viewers may type in a brand or product and a slogan is produced http://www.sloganizer.net/en/ Create 3 catchy slogans Write them down in guided notes
5. Bandwagon Attempts to convince an audience that: ‘everybody’s doing it/ buying it/ trying it.’ If you don’t also purchase this product, you will be left out. Often, commercials show a large group of attractive people having a great time. Examples of Bandwagon: 1) State Farm: http://www.youtube.com/watch?v=ohC5kyyum4g 2)Alio: http://www.youtube.com/watch?v=MEnJiOrWiUg
6. On Your Own: “Break.com” A website where viewers may view different commercials that use the bandwagon approach https://bpb.opendns.com/a/www.break.com/su rfacevideo/bandwagon-commercials/family- off/ Find 2 commercials Write down websites on guided notes
7. Fear Attempting to sell a product by convincing audience that he/she is in some kind of danger without it -Or- Audience will feel safer if he/she owns this product. Examples of Using Fear: 1)OnStar: http://www.youtube.com/watch?v=LY3NU4N2oLg 2)Palin Attack: http://www.youtube.com/watch?v=Q8caqMnrvXg
8. On Your Own: “Bukisa” This is a website dedicated to informing it’s viewers of the top ten fears found in humans http://www.bukisa.com/articles/243134_top- ten-human-fears Read through the list Write down the top ten fears in order in guided notes
9. Loaded Language The use of language that may seem neutral but actually is creating feelings of either support or non-support Examples of Loaded Language: 1)Geico: http://www.youtube.com/watch?v=cCK6wQ0Bo xI 2)Dove: http://www.youtube.com/watch?v=ZquECn6pmWA
10. On Your Own: “Time” An online version of a reliable magazine with articles on various topics. This particular article is about loaded language. http://www.time.com/time/magazine/article/0,9 171,953538-1,00.html Read the article Write a summary of loaded language in guided notes
11. Testimonials/Endorsements A person’s approval of a product A person, usually: a celebrity a doctor an ‘expert,’ an athlete states the product is good and should be bought and used. Examples of Endorsements or Testimonials: 1) Sprite: http://www.youtube.com/watch?v=0nBxcMImubk&p=436B01594C73F4 E6&playnext=1&index=12 2) Gatorade: http://www.youtube.com/watch?v=cGKAVAAHdWc
12. On Your Own: Find the website for a product you use, enjoy, desire, etc. Find testimonials/endorsements for this product in written form Write down the product & the testimonial/endorsement in guided notes Tell what type of person is endorsing the product: expert, athlete, celebrity, etc.
13. Transfer When an advertiser takes an idea or an image most people feel positively about and incorporate it into campaign. The idea is that audiences will ‘transfer’ their positive feelings to the product as well. Examples of Transfer: 1) Coca-Cola 2) Pepsi
14. On Your Own “Google Images” This is a website where surfers can type in particular words and images will come up. People can then use these images in PowerPoints, Newsletters, Handouts, etc. http://www.google.com/imghp?hl=en&tab=wi Type in a product or company Find a picture that portrays the product or company in a positive light Copy & Paste the picture into your guided notes
15. Guarantees & Promises Make people feel safe With a guarantee, people buy a product knowing they can return it: If they do not like it It does not work properly Other products ‘promise:’ They will make you look or feel a certain way Solve a problem Be the very best on the market etc… Examples of Guarantees and Promises: 1) Cars.com: (Print advertisement-see next slide) 2) GM: http://www.youtube.com/watch?v=4u5uVwSlExw
16. Cars.com Guarantee/Promise Money Back Guarantee Our 90-Day Money Back Guarantee Cars.com connects thousands of car sellers with car buyers everyday. That is why we have made advertising your car with a Cars.com ad risk free. Purchase an ad that includes our 90-Day Money Back Guarantee. If you have not sold or traded-in your car after 90 days, you may be eligible to obtain a refund for your Cars.com ad. Refund requests must be postmarked within 14 days following the 90-Day Money Back Guarantee Date noted on your purchase receipt. Requests must be submitted via postal mail using Cars.com's refund request form found here. If you receive a refund, your ad will be removed from the site. Additional limitations apply. Read the Full Terms & Conditions
17. On Your Own: “Verizon Wireless” This is a website for Verizon wireless phones and data plans. At the bottom of the main page there is a link to ‘costumer guarantee.’ http://www.verizonwireless.com/b2c/index.html “Sprint” This is a website for Sprint wireless phones and data plans. At the bottom of the main page there is a link to ’30-day guarantee.’ http://sprint.com/index_c.html Go to both websites Read the guarantees Paraphrase each company’s guarantee and write it in guided notes
18. Special Offers/Discounts Special offers Coupons Free samples give the customer the feeling they are getting something extra for their money Extremely important when there are many of the same type of product on the market such as: Cars Beverages Restaurants Examples of Special Offers/ Discounts: 1) Progressive: http://www.youtube.com/watch?v=GrtMM5suUCg 2) Schoolhouse of Educated Wicker (Print advertisement-see next slide)
20. On Your Own: “Black Friday” This is a website where surfers can look up “black Friday” advertisements with different offers and discounts. Surfers click on a particular store; from there, viewer will click ‘Ad scan’ tab. The discount offer will appear. http://www.blackfriday.info/ Click on 3 different stores you enjoy Find the store’s black Friday ad scan Print it out Attach to guided notes
21. On Your Own Other Popular Methods of Advertising: Babies and Animals Humor “Limited Time Offer” Demonstrations Research the following methods of advertising online. Provide a definition of each in guided notes Provide an example of each in guided notes
22. Commercials/Advertisements When planning a commercial, keep in mind: Who is present in the commercial? (What types of people are used?) What background music/ sound effects are used? What types of sets or props are used? How does the advertisement get your attention? What makes the ad memorable?
23. Bibliography Black Friday Ads for Black Friday 2011 and Black Friday Deals! Web. 02 May 2011. <http://www.blackfriday.info/>. Cell Phones, Mobile Phones & Wireless Calling Plans from Sprint. Web. 02 May 2011. <http://sprint.com/index_c.html>. Cell Phones - Smartphones: Cell Phone Service, Accessories - Verizon Wireless. Web. 02 May 2011. <http://www.verizonwireless.com/b2c/index.html>. "Famous Advertising Slogans." Famous Quotations. Web. 02 May 2011. <http://www.quotations.me.uk/famous-slogans/>. "Google Images." Google. Web. 02 May 2011. <http://www.google.com/imghp?hl=en>. "Sloganizer.net - Instant Slogans with Our Slogan Generator." Sloganizer.net - Instant Slogans Mit Dem Slogan Generator. Web. 02 May 2011. <http://www.sloganizer.net/en/>.
24. Bibliography Con’t "Top Ten Human Fears." Bukisa - Share Your Knowledge. Web. 02 May 2011. <http://www.bukisa.com/articles/243134_top->. Trippet, Frank. "Essay: Watching out for Loaded Language." Time. CNN, 24 May 1982. Web. 2 May 2011. <http://www.time.com/time/magazine/article/0,9171,953538-1,00.html>. "YouTube - Dove Real Beauty." YouTube - Broadcast Yourself. Web. 02 May 2011. <http://www.youtube.com/watch?v=ZquECn6pmWA>. "YouTube - GM Offers Money Back Guarantee to New Buyers." YouTube - Broadcast Yourself. Web. 02 May 2011. <http://www.youtube.com/watch?v=4u5uVwSlExw>. "YouTube - Palin Attack Ad." YouTube - Broadcast Yourself. Web. 02 May 2011. <http://www.youtube.com/watch?v=Q8caqMnrvXg>.
