Overt and covert techniques

1. Overt Advertising

2. ★ Repetition : Slogans, images and brand names can be
repeated and will offer greater credibility to a campaign.
★ Shock Tactics : Shock tactics grab the attention, not only of
the consumer but also of the media increasing the coverage
and knowledge of the campaign.
★ Sex : One of the basic human needs, and a very persuasive
advertising tool. Sexy images of men and women are
incorporated into many aspects of media.
★ Stereotypes : These are useful because audiences are able to
recognise these quickly, they also connote many meaning
and messages that are attached to their representations.
Stereotypes tend to be accepted without much questioning.
This could allow the adverts to be consumed allowing only
the preferred reading.

3. ★ Needs, Fears and Aspirations : The audience theory of uses
and gratifications applies in this area. Advertiser’s play on
the idea of audiences needs, for example to feel safe and
secure, part of a group etc.
★ Intertextual References : The inclusion of intertextual
references allow advertisers to tap in to history’s, ideas and
ideology’s that are attached to particular films, television
programmes etc. This allows identification and a quicker
understanding for audiences.
★ Music : Is utilised for a variety of reasons including an
attention grabber, as a narrative short hand or an emotive
device. Advertisers will use nostalgia to lure mature
audiences, including music from the target audiences
childhood to evoke emotions, memories from their pasts.

4. ★ Reward and Punishment : These are probably the most
important persuasive devices in advertising. Physical rewards
are offered, ‘buy on get one free’, ‘3 for 2’ or, an actual
physical reward, a face cream that will keep you young and
healthy. Another example is Whiskers cat food with added
vitamins, this suggest that if you feed your cat this it will be
fit and healthy. This though does have a flip side, if you don’t
buy this for your cat it will be unhealthy.
★ Enigma and Paradox : Adverts can appear ambiguous or
unclear to what they are or what they are advertising, this
can create ‘buzz’ around what the product is, or focus
attention as audiences attempt to decipher the ad.
★ Problem and resolution : This is when a problem is raised
and the product acts as the resolution. ‘My sink is blocked,
use Mr Muscle sink unblocker’, ‘My teeth are unclean.’ ‘Well
use this toothpaste.’

5. ★ Utopia : Translates as the perfect world. The product is sold
as appearing within this idealised world or a way of reaching
it.
★ Dystopia : Opposite of utopia, the world is nightmarish - the
product is often sold as a way out of this situation.

6. ★ Devise an overt advertising campaign for the
product that you have selected.
★ Include at least two overt techniques within
your campaign.
★ Remember to consider your target audience.
Who would purchase the product? Create a
profile for that person. How much money
would they have? What would they do? How
old are they? Are they single or married?
Think about where you might situate the
advertisement, which newspapers would you
include, why?
Task

7. Covert Advertising

8. Covert Techniques
★ We have discussed overt advertising
techniques, please explore what is meant by
covert advertising.
★ List the features of covert advertising that
you think are apparent. Please give examples.

9. ★ If a film or television
programme makes visual
reference to a product, it
can be deduced that
companies paid to have
that product placed there.
★ Can you think of any
blatant product placement
in recent films?
Product Placement

10. The Advantages of Product
Placement
★ You have a captive audience.
★ It is cheaper than overt advertising or
sponsorship.
★ If the programme or film is a success your
product reaches a wide audience.
★ The product becomes linked to the film or
programme and the ideology/lifestyle
inherent in the text.

11. Sponsorship
★ Sponsorship is a covert advertising technique because it
is not overtly advertising a particular product. The
sponsorship advert is usually entertaining and not a hard
sell or very informative.
★ Sponsorship hopes to link the product more directly to
the programme or film. It is more expensive than
product placement but arguably more effective.

12. Plugging
★ In supermarkets, reps plug products by getting you to
try them before you buy.
★ Free gifts are offered when you buy other products.
Think about the latest gifts given away with the ‘happy
meal’ or Burger King equivalent.
★ Cinemas, restaurants and pubs often use this type of
promotion.

13. Promotional Plugging
★ On television chat shows and even on the
news, people plug their new book, film,
record, product or service. This is basically
free advertising.

14. Advantages of Plugging
★ Consumers feel happy because they get a
free or cheap product. They do not always
realise that it can have an effect on the retail
price.
★ It is a quick way of getting people thinking or
talking about a product.
★ Plugging is hands on advertising, it is more
difficult to ignore than overt advertising.

15. • Using the product that you were
previously allocated, please now
add at least one covert advertising
technique.
• Consider the ways in which the
technique targets your audience.
Does this addition broaden your
audience or merely ensure you
reach your target?
Task