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