Advertising

Advertising is the nonpersonalAdvertising is the nonpersonal
communication of informationcommunication of information
usually paid for and usuallyusually paid for and usually
persuasive in nature aboutpersuasive in nature about
products, services or ideas byproducts, services or ideas by
identified sponsors through theidentified sponsors through the
various media.various media.
Bovee/Arens, 1992Bovee/Arens, 1992

Advertising is theAdvertising is the nonpersonalnonpersonal
identified sponsors throughidentified sponsors through
the various media.the various media.

Two kinds of sellingTwo kinds of selling
 PersonalPersonal
 Plenty of time toPlenty of time to
deliver the messagedeliver the message
 Done face to faceDone face to face
 Message can beMessage can be
adjusted to fit howadjusted to fit how
it’s getting acrossit’s getting across
 Easy to findEasy to find
customerscustomers
 Expensive in bothExpensive in both
time and moneytime and money
 Labor-intensiveLabor-intensive
 Time consumingTime consuming

Non-PersonalNon-Personal
 Limited in time and/orLimited in time and/or
spacespace
 Don’t know who theDon’t know who the
customer iscustomer is
 Don’t know how theDon’t know how the
customer is reactingcustomer is reacting
 Can’t change theCan’t change the
message in mid-streammessage in mid-stream
 Message doesn’t have toMessage doesn’t have to
be created on the spotbe created on the spot
 Extensive researchExtensive research
 Far cheaper thanFar cheaper than
personal sellingpersonal selling

communicationcommunication of informationof information

The SensesThe Senses
 SmellSmell
 TouchTouch
 TasteTaste
 SoundSound
 SightSight

Affirmative disclosureAffirmative disclosure
 "Sometimes the consumer is provided not with"Sometimes the consumer is provided not with
information he wants but only with theinformation he wants but only with the
information the seller wants him to have. Sellers,information the seller wants him to have. Sellers,
for instance, are not inclined to advertisefor instance, are not inclined to advertise
negative aspects of their products even thoughnegative aspects of their products even though
those aspects may be of primary concern to thethose aspects may be of primary concern to the
consumer, particularly if they involveconsumer, particularly if they involve
considerations of health or safety . . . "considerations of health or safety . . . "
Lewis A. Engman, FTC ChairLewis A. Engman, FTC Chair

PufferyPuffery
 The legitimate exaggeration ofThe legitimate exaggeration of
advertising claims to overcome naturaladvertising claims to overcome natural
consumer skepticismconsumer skepticism

usually paid forusually paid for and usuallyand usually

usually paid for andusually paid for and usuallyusually
persuasive in naturepersuasive in nature aboutabout

persuasive in naturepersuasive in nature aboutabout
products, services or ideasproducts, services or ideas byby

The bundle of valuesThe bundle of values
 Functional valueFunctional value
 Social valueSocial value
 Psychological valuePsychological value
 Economic valueEconomic value
 Whatever else the consumer thinks isWhatever else the consumer thinks is
importantimportant

Three ways to differentiate productsThree ways to differentiate products
 PerceptiblePerceptible
 Actual differencesActual differences
 Easily seenEasily seen
 ImperceptibleImperceptible
 Actual differencesActual differences
 Can’t be seenCan’t be seen
 InducedInduced
 No actual differencesNo actual differences
 Parity productsParity products

products, services or ideasproducts, services or ideas byby
identified sponsorsidentified sponsors throughthrough

communication of information,communication of information,
identified sponsorsidentified sponsors through thethrough the
various mediavarious media

 Has been around for aHas been around for a
long timelong time
 We still don’t know whatWe still don’t know what
the Lascoux paintingsthe Lascoux paintings
were forwere for

For the first few thousandFor the first few thousand
years advertisingyears advertising
promoted locations,promoted locations,
services and “want ads”.services and “want ads”.

Ad written on a Roman tombAd written on a Roman tomb
 Weather permitting, 30 pairs of gladiators,Weather permitting, 30 pairs of gladiators,
furnished by A. Clodius Flaccus, together withfurnished by A. Clodius Flaccus, together with
substitutes in case any get killed too quickly, willsubstitutes in case any get killed too quickly, will
fight May 1fight May 1stst
, 2, 2ndnd
, and 3, and 3rdrd
at the Circus Maximus.at the Circus Maximus.
The fights will be followed by a big wild beastThe fights will be followed by a big wild beast
hunt. The famous gladiator Paris will fight.hunt. The famous gladiator Paris will fight.
Hurrah for Paris! Hurrah for the generousHurrah for Paris! Hurrah for the generous
Flaccus, who is running for Duumvirate.Flaccus, who is running for Duumvirate.

Under the ad was written:Under the ad was written:
Marcus wrote this sign by the light of the moon.Marcus wrote this sign by the light of the moon.
If you hire Marcus, he’ll work day and night toIf you hire Marcus, he’ll work day and night to
do a good job.do a good job.
Daniel Mannix,Daniel Mannix, Those About to DieThose About to Die

Handbills and fliers to promoteHandbills and fliers to promote
events or to recruit for theevents or to recruit for the
militarymilitary

Handbill recruitingHandbill recruiting
sailors forsailors for
USS ConstitutionUSS Constitution
17981798

Ad about runaway slave - 1770Ad about runaway slave - 1770

Since most products such asSince most products such as
shoes and clothing were one-ofshoes and clothing were one-of
and made to order you onlyand made to order you only
needed to advertise where toneeded to advertise where to
orderorder

Industrial RevolutionIndustrial Revolution
 Early 19Early 19thth
CenturyCentury
 Mass production of productsMass production of products
 Led to three stages of marketing:Led to three stages of marketing:

Production-orientedProduction-oriented
 Demand far outstripped supplyDemand far outstripped supply
 Could just advertise the existence of the productCould just advertise the existence of the product
and where to get itand where to get it
 Whatever was made was soldWhatever was made was sold
 Example: People wanted cars, so car companiesExample: People wanted cars, so car companies
made whatever they wanted and the cars weremade whatever they wanted and the cars were
sold before they were builtsold before they were built

Sales-orientedSales-oriented
 Supply exceeded demandSupply exceeded demand
 Companies tried to convince consumers to buyCompanies tried to convince consumers to buy
their products rather than their competitors’their products rather than their competitors’
 Companies still made whatever they wanted,Companies still made whatever they wanted,
counting on their ability to peddle their productscounting on their ability to peddle their products
 Example: supply of cars went up, so theExample: supply of cars went up, so the
companies made whatever they wanted andcompanies made whatever they wanted and
convinced people they wanted thatconvinced people they wanted that

Marketing-orientedMarketing-oriented
 Supply of products far exceeded demandSupply of products far exceeded demand
 More choices than any promotion could overcomeMore choices than any promotion could overcome
 Resistance to “hard-sell”Resistance to “hard-sell”
 Companies tried to discover what productsCompanies tried to discover what products
consumers wantedconsumers wanted beforebefore making them, thenmaking them, then
advertise they had itadvertise they had it
 Non-American companies (e.g., VW) found outNon-American companies (e.g., VW) found out
what people wanted, then built cars that had itwhat people wanted, then built cars that had it
(e.g., a gas gauge)(e.g., a gas gauge)

Let’s take a exampleLet’s take a example
The American autoThe American auto
industryindustry

Production-orientedProduction-oriented

Marketing-orientedMarketing-oriented

 Early sales-oriented ads were basically “caveatEarly sales-oriented ads were basically “caveat
emptor” (let the buyer beware)emptor” (let the buyer beware)
 Producers said whatever they wanted and thoughtProducers said whatever they wanted and thought
they could get away withthey could get away with
 For example, the “Health Jolting Chair”For example, the “Health Jolting Chair”

 Led to consumer and competitor angerLed to consumer and competitor anger
 1938 – Federal Trade Commission given power1938 – Federal Trade Commission given power
to regulate deceptive and unfair advertisingto regulate deceptive and unfair advertising
 Advertising could no longer lie, so newAdvertising could no longer lie, so new
approaches were triedapproaches were tried

40s and 50s40s and 50s
 Era of the hard-sellEra of the hard-sell
 Rosser Reeves “irritation school of advertising”Rosser Reeves “irritation school of advertising”
 Relied on brain-numbing repetition and treating theRelied on brain-numbing repetition and treating the
consumer as an idiotconsumer as an idiot
 The USP – Unique Selling PropositionThe USP – Unique Selling Proposition
 It was jack-hammered into consumers’ skullsIt was jack-hammered into consumers’ skulls

60s60s
 The positioning eraThe positioning era
 Shift to the soft-sellShift to the soft-sell
 Compare yourCompare your
product to yourproduct to your
competitors’competitors’
 Treat consumers asTreat consumers as
intelligentintelligent
 Appeal to emotionAppeal to emotion
more than intellectmore than intellect

General comments on adsGeneral comments on ads
 Advertising is limited in time and/or spaceAdvertising is limited in time and/or space
 Breaks the rules of grammar and syntaxBreaks the rules of grammar and syntax
 Ads contain two elementsAds contain two elements
 CopyCopy
 illustrationsillustrations

Two basic ways of presenting aTwo basic ways of presenting a
sales messagesales message
 IntellectuallyIntellectually
 Usually about the product’s functionUsually about the product’s function
 Usually copy heavy and line drawingsUsually copy heavy and line drawings
 EmotionallyEmotionally
 Usually not about the product’s functionUsually not about the product’s function
 Usually copy is light with high connotative contentUsually copy is light with high connotative content
 Uses photographs or videoUses photographs or video

 Advertising aims at consumers’Advertising aims at consumers’
subconscious minds much more thansubconscious minds much more than
their conscious mindstheir conscious minds
 It’s all about getting the consumer toIt’s all about getting the consumer to
react on a basic, instinctive level, andreact on a basic, instinctive level, and
not think at allnot think at all
 It’s about “act now” on your basicIt’s about “act now” on your basic
desires – think only of yourselfdesires – think only of yourself
 It’s usually selfish and anti-socialIt’s usually selfish and anti-social

Psychological AppealsPsychological Appeals
 Self-preservationSelf-preservation
 SexSex
 GreedGreed
 Self-esteemSelf-esteem
 PersonalPersonal
enjoymentenjoyment
 ConstructivenessConstructiveness
 DestructivenessDestructiveness
 CuriosityCuriosity
 ImitationImitation
 AltruismAltruism

Self-preservationSelf-preservation
 ““Listen to me, I’llListen to me, I’ll
keep you alive”keep you alive”
 Because humansBecause humans
are so social, weare so social, we
extend the appeal toextend the appeal to
others, like family,others, like family,
friends, and socialfriends, and social
groupgroup

Sex AppealSex Appeal
 ““Listen to me, I’ll get you laid”Listen to me, I’ll get you laid”
 Gender linked because of different goals:Gender linked because of different goals:
 For men it’s sex with ease and no complicationsFor men it’s sex with ease and no complications
 In other words, attract more women that want toIn other words, attract more women that want to
have sex with youhave sex with you
 For women it’s attract more men from which toFor women it’s attract more men from which to
choosechoose
 Select the best among the possible choices, and theSelect the best among the possible choices, and the
greater the selection, the better the choicegreater the selection, the better the choice

Sex AppealSex Appeal
 Male and female animals have different sexualMale and female animals have different sexual
strategies based on the cost of sexstrategies based on the cost of sex
 Males are promiscuous because the cost is veryMales are promiscuous because the cost is very
lowlow
 A little time, a little energy, then move onA little time, a little energy, then move on
 Criteria are simple – she has to be there, breathing,Criteria are simple – she has to be there, breathing,
and impregnableand impregnable
 Females are picky because the cost is so highFemales are picky because the cost is so high
 Lots of time, lots of energyLots of time, lots of energy
 Must select the best possible male, not the nearestMust select the best possible male, not the nearest
 Criteria can be complexCriteria can be complex

 Non-humans are concerned with geneticsNon-humans are concerned with genetics
 Males want, on an instinctive level, to have asMales want, on an instinctive level, to have as
many offspring as possible to ensure geneticmany offspring as possible to ensure genetic
successsuccess
 Females, because of the cost of reproduction, onFemales, because of the cost of reproduction, on
an instinctive level want the best genes in theiran instinctive level want the best genes in their
malemale
 Males compete with other males, usuallyMales compete with other males, usually
physically, to demonstrate they’re the bestphysically, to demonstrate they’re the best
choicechoice
 Females select the winner because he’s shownFemales select the winner because he’s shown
he’s better than the other maleshe’s better than the other males

 For most animals, it is the female that deals withFor most animals, it is the female that deals with
raising offspring (a major part of the cost of sex)raising offspring (a major part of the cost of sex)
 The male has no place in rearing offspring (she’llThe male has no place in rearing offspring (she’ll
even drive him away)even drive him away)
 The major exception is birdsThe major exception is birds
 Even there, the female will often select one maleEven there, the female will often select one male
as the father, and another male to help her raiseas the father, and another male to help her raise
the chicksthe chicks

Sex appeal in humansSex appeal in humans
 Humans have the most complex social life onHumans have the most complex social life on
EarthEarth
 Instinctive criteria for men are the same as forInstinctive criteria for men are the same as for
any other male animal – she’s thereany other male animal – she’s there
 Criteria for women is far more complex:Criteria for women is far more complex:
 Not just genetically, but socially:Not just genetically, but socially:
 Be a good father – help with raising childrenBe a good father – help with raising children
 be a good provider – have money, social connections,be a good provider – have money, social connections,
etc.etc.

Sex appeal for menSex appeal for men
 Buy the product, getBuy the product, get
the womanthe woman
 Think of all those AxeThink of all those Axe
commercialscommercials

Sex appeal for womenSex appeal for women
For most female animals,For most female animals,
genetic quality is thegenetic quality is the
most importantmost important
 For women, it’s a goodFor women, it’s a good
providerprovider
 The ad shows he hasThe ad shows he has
money, cares about hermoney, cares about her
as an individual, andas an individual, and
will stick aroundwill stick around
 It’s called “romance”It’s called “romance”

The use of sex appeal inThe use of sex appeal in
advertising may appear sexist.advertising may appear sexist.
That’s because it is – on a socialThat’s because it is – on a social
level. But sex in advertising aimslevel. But sex in advertising aims
at instinct, and society isat instinct, and society is
conscious, not subconscious.conscious, not subconscious.

Advertising often appeals to oneAdvertising often appeals to one
gender at the social expense ofgender at the social expense of
the other.the other.

GreedGreed
 ““Listen to me, I’llListen to me, I’ll
make you rich”make you rich”
 Human social lifeHuman social life
requires havingrequires having
resources, usuallyresources, usually
represented by moneyrepresented by money
 Instinctively, “greed isInstinctively, “greed is
good”good”

Self-esteemSelf-esteem
 Requires a social groupRequires a social group
 Requires the individual to be able to make aRequires the individual to be able to make a
comparison with other individuals in the groupcomparison with other individuals in the group
 Thus, requires a sense of self as a separate entityThus, requires a sense of self as a separate entity
from othersfrom others

Self-esteemSelf-esteem
 Again, there’s an instinctive gender linkAgain, there’s an instinctive gender link
 For men, it’s competitiveFor men, it’s competitive
 Demonstrate he’s the best male aroundDemonstrate he’s the best male around
 Self-esteem comes from a sense of superioritySelf-esteem comes from a sense of superiority
 For women, it’s cooperativeFor women, it’s cooperative
 Make and maintain as many connections as possibleMake and maintain as many connections as possible
 Self-esteem comes from a sense of connectionSelf-esteem comes from a sense of connection

Self-esteem for menSelf-esteem for men
 Demonstration ofDemonstration of
superioritysuperiority
 Buy the product, beBuy the product, be
the superior manthe superior man
 Often shows a “loser”Often shows a “loser”
beating a “winner”beating a “winner”
because the loser buysbecause the loser buys
the productthe product

Self-esteem for womenSelf-esteem for women
 The product increasesThe product increases
the number andthe number and
quality of connectionsquality of connections
with otherswith others

Personal EnjoymentPersonal Enjoyment
 ““Listen to me, you’llListen to me, you’ll
have more fun”have more fun”
 Humans, because ofHumans, because of
their intelligence, aretheir intelligence, are
often easily bored byoften easily bored by
routineroutine
 The ad promotes gettingThe ad promotes getting
out of the routineout of the routine
 In other words, have funIn other words, have fun

ConstructivenessConstructiveness
 ““Listen to me, I’ll helpListen to me, I’ll help
you improve things”you improve things”
 A desire to build andA desire to build and
improve on whateverimprove on whatever
you haveyou have

DestructivenessDestructiveness
 ““Listen to me, I’ll tell youListen to me, I’ll tell you
how to destroy things”how to destroy things”
 We all have a desire toWe all have a desire to
occasionally blow thingsoccasionally blow things
upup
 Just watch “TheJust watch “The
Mythbusters”Mythbusters”
 There does seem to be aThere does seem to be a
gender link – men seem togender link – men seem to
like it more than womenlike it more than women

CuriosityCuriosity
 ““Listen to me, I’ll answerListen to me, I’ll answer
your questions”your questions”
 We all want answers toWe all want answers to
things – it’s a survivalthings – it’s a survival
characteristiccharacteristic
 The problem is raisingThe problem is raising
that curiosity – if thethat curiosity – if the
person doesn’t careperson doesn’t care
about the answer, it’s aabout the answer, it’s a
useless appealuseless appeal

ImitationImitation
 ““Listen to me, I’ll makeListen to me, I’ll make
you just like someoneyou just like someone
else”else”
 Requires the person toRequires the person to
wantwant to be like theto be like the
modelmodel
 Almost always linked toAlmost always linked to
one or the top fiveone or the top five
appealsappeals

AltruismAltruism
 ““Listen to me, you’ll giveListen to me, you’ll give
of yourself with no hopeof yourself with no hope
or expectation of return”or expectation of return”
 Doesn’t exist as an idealDoesn’t exist as an ideal
 Reciprocal altruism doesReciprocal altruism does
existexist
 I’ll do for you now, youI’ll do for you now, you
do for me laterdo for me later
 Linked to top fiveLinked to top five

Tricks of the TradeTricks of the Trade
 Advertising often uses logical fallacies ratherAdvertising often uses logical fallacies rather
than giving logical reasons to buy the productthan giving logical reasons to buy the product
advertised.advertised.
 You think the ad is saying one thing when it factYou think the ad is saying one thing when it fact
it’s saying something else, or saying nothing atit’s saying something else, or saying nothing at
allall

Black/WhiteBlack/White
 ““You want it [whatever itYou want it [whatever it
is], you can only get itis], you can only get it
from us.”from us.”
 It leaves out any otherIt leaves out any other
options, e.g., “love it oroptions, e.g., “love it or
leave it.”leave it.”

Buzz WordsBuzz Words
 Words that seem to sayWords that seem to say
something, but what?something, but what?
 ““Crisp”Crisp”
 ““Natural”Natural”
 ““Organic”Organic”

Weasel WordsWeasel Words
 Words tossed into a sentence that changes theWords tossed into a sentence that changes the
meaning while leaving an impression that’smeaning while leaving an impression that’s
differentdifferent
 Examples:Examples:

““Our [canned] corn is as good asOur [canned] corn is as good as
fresh cooked corn.”fresh cooked corn.”
Libby’s VegetablesLibby’s Vegetables
 Note it doesn’t say it’s as good as fresh corn, butNote it doesn’t say it’s as good as fresh corn, but
as good as freshas good as fresh cookedcooked corn.corn.
 Cooked corn has had vitamins and mineralsCooked corn has had vitamins and minerals
boiled out in the cooking process.boiled out in the cooking process.
 And now you have to heat the corn again, whichAnd now you have to heat the corn again, which
takes out even more nutrients.takes out even more nutrients.
 The weasel is “cooked”The weasel is “cooked”

““Our dog food contains as muchOur dog food contains as much
meat protein as 10 pounds of sirloinmeat protein as 10 pounds of sirloin
steak.steak.
Alpo dog foodAlpo dog food
 Targets people who love their dogsTargets people who love their dogs
 Doesn’t contain sirloin steak, only as much meatDoesn’t contain sirloin steak, only as much meat
protein as sirloin steakprotein as sirloin steak
 That could be any kind of meat – it’s sure not sirloin,That could be any kind of meat – it’s sure not sirloin,
and may not even come from a cowand may not even come from a cow

Three out of four doctorsThree out of four doctors
recommend the major ingredientrecommend the major ingredient
in Excedrin.in Excedrin.

 ““Some studies seem to suggest thatSome studies seem to suggest that
eating the major ingredient in oureating the major ingredient in our
cereal may have an effect on certaincereal may have an effect on certain
kinds of cancer.”kinds of cancer.”

““If . . .”If . . .”
The ultimate weasel wordThe ultimate weasel word

Begging the QuestionBegging the Question
 The question contains a statement that has notThe question contains a statement that has not
been and is never proven, basically saying thatbeen and is never proven, basically saying that
something is simply because it is.something is simply because it is.
 Example:Example:
 ““Henry Miller’s filthy books should be banned.”Henry Miller’s filthy books should be banned.”
 Contains the unsupported premise that the booksContains the unsupported premise that the books
are filthy.are filthy.

Dangling ComparativeDangling Comparative
 There appears to be aThere appears to be a
comparison, butcomparison, but
compared to what?compared to what?
 It relies on the consumerIt relies on the consumer
filling in the blankfilling in the blank

Complaints about advertisingComplaints about advertising
 It perpetuates stereotypesIt perpetuates stereotypes
 Absolutely trueAbsolutely true
 It has toIt has to
 Makes people buy things they don’t needMakes people buy things they don’t need
 Not trueNot true
 Advertising can’t make anybody do anythingAdvertising can’t make anybody do anything

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