2. Moneyball Assignment
Write a review on Moneyball
Talk about your thoughts on the movie
The target audience
The subculture that would most likely see this movie
and why
The language used—how does this language relate to
the target audience/subculture
Is this movie still enjoyable for people who don’t care
for baseball? Why or Why not
What do you think is the main message of the movie?
3. What is Advertising?
Advertising is a form of
communication used to encourage or
persuade an audience (viewers,
readers or listeners) to continue or
take some new action
Most commonly, the desired result is
to drive consumer behavior with
respect to a commercial offering (get
people to buy things)
4. What is Advertising?
The activity or profession of producing
advertisements for commercial
products or services
Advertising, in its simplest form, is the
way in which the vendor or
manufacturer of a product
communicates with consumers via a
medium, or many different media.
Advertising = messages
6. Advertising Language
Language has a powerful influence over
people
Language is key to effective advertising
Language in advertising includes but is not
limited to:
Product names
Slogans
Language in relation to culture (knowing the
meaning of certain words among different
cultures)
7. Advertising Language
Certain words are often used in
advertising as they are words that
often catch the consumers attention
E.g. new, bigger, now, good, better,
best, special, extra, big, easy,
Verbs: come, buy, need, love, use,
feel, start, go
8. Advertising Language
Advertising is not only about the
language that is being used but also
about where the language is
positioned
Careful planning goes into this
process so that the proper words
stand out to you and plant the seeds
of ‘want or need’ in your mind
9. Advertising Language
Sometimes ads will use common
sayings with their own spin on it
This helps the consumer identify with
the product easily and therefore will
be able to pick up on the puns or the
play on words better if they are
already familiar with the base
structure
10. Advertising Language
Pun: the humorous use of a word or
phrase so as to emphasize or suggest
its different meanings or applications,
or the use of words that are alike or
nearly alike in sound but different in
meaning; a play on words.
12. Will to Win
The great Vince Lombardi once said,
“Winning isn’t everything, but the will to win
is everything.” Meaning, if a company,
team, or individual does not have the will to
win, they will never be able to win.
In this advertisement, they are playing on
this idea but also saying that Lebron WILL
dunk like this to WIN the game
15. Advertising Language
“We should sue ourselves”
This ad implies that you don’t have to
feel as though you are missing out on
the original flavour of coke because
you are drinking coke zero (no
calories) because the flavour is still
almost exactly the same
16. Advertising Language
“Run on Air”
This is a play on words that Nike is
using to promote their Nike Air shoes
They are sending the message that if
you wear these shoes it will feel as
though you are running on air (they
are light, don’t hurt your feel,
comfortable)
18. Discussion
What do you think the meaning of this
ad is?
Why do you think they have used the
language they have?
Do you think this is effective?
20. Discussion
What do you think the meaning of this
ad is?
Why do you think they have used the
language they have?
Do you think this is effective?
22. Discussion
What is this ad implying?
Why do you think they have used the
language they have?
Do you think this is effective?
23. Advertising and Culture
Advertising can either target specific sub
cultures or aim to advertise to the largest
amount of people regardless of the
subculture they identify with
When companies try to target the largest
amount of people they are usually not
successful
The key to advertising is to make each
person feel as though the product has been
designed for them
24. Advertising and Culture
In advertising, there are ads that are made
in order to hit certain target markets
A target market is a group of customers
that the business has decided to aim its
marketing efforts and ultimately its
merchandise towards
The company has decided what kind of
subculture with identifies with their specific
ad and will ultimately buy their product
25. Advertising and Culture
Advertising both is a kind or popular culture,
and it is a major way that we learn about
and learn how to interpret other kinds of
popular culture
Advertising is a major mode of socialization,
telling us how to think and feel (what's hip,
what's sexy, what's normal), and what
problems we need to worry about (lack of
the latest e-gadget, insufficiently white teeth
etc)
26. Advertising and Culture
Understanding the way in which other
cultures communicate allows the
advertising campaign to speak to the
potential customer in a way they
understand and appreciate
27. Advertising and Culture
“If you look around you, you will find your
world filled with advertising - on huge
billboards in the streets, on the pages of
magazines, between the tracks played on
the radio, on the walls of the subway, on the
pages of internet sites, at the bottom of
emails, on the backs of cinema tickets, on
the shirts of football players. It seems that
any surface that will hold still long enough to
be read is considered a potential advertising
medium.”
28. Advertising and Culture
Because there is so much advertising that
surrounds us on a daily basis, it is safe to
say that advertising IS a part of our culture
There is no way to avoid advertisements,
even things that you do not think are ads,
are. (green peace, UNICEF etc)
Advertisements can introduce characters to
the public imagination, make icons out of
actors, have everyone repeating a
catchphrase
29. Advertising and Culture
Advertisements often take on a
cultural life of their own
Advertisements express the current
wants and needs of our society
E.g. (you don’t see cell phone
commercials for the first ever flip
phone, you see commercials for the
iphone because that is want is “in”
now)
30. Advertising and Culture
Ads show us what we should aspire to
be or be like in a way that is
sometimes subtle and other times, is
not
The way we act is based on the things
that we see everyday through
advertising
31. Advertising and Culture
Ads make us feel like we can do what
happens in the ads or be what the ad
portrays makes us want the
products and then in turn makes us
feel more accomplished once we have
those products
32. Slogans
What is a slogan?
a distinctive cry, phrase, or motto of
any party, group, manufacturer, or
person; catchword or catch phrase
A slogan is a memorable motto or
phrase used in a political, commercial,
religious, and other context as a
repetitive expression of an idea or
purpose
33. Why Slogans are Important
Slogans are very important for
businesses because they help create
a memorable image
A slogan helps consumers remember
your product
The more catchy your slogan is, the
more likely people are to remember it
and therefore, BUY!
34. Slogans
Slogans take careful planning as their life
span is usually very long
Once a company chooses a slogan, that
slogan is likely to stick for a minimum of a
year however; there are slogans from very
popular companies that have been popular
and trendy for decades
Here are some examples of popular
slogans:
43. Spoof Ads
Spoof ads are also known as parody
advertisements
Parody: A parody ( /ˈpærədi/; also called
pastiche, spoof, send-up or lampoon), in
current use, is an imitative work created to
mock, comment on, or trivialize an original
work, its subject, author, style, or some
other target, by means of humorous, or
ironic imitation
44. Spoof Ads
A parody advertisement is a fictional
advertisement for a non-existent product,
either done within another advertisement for
an actual product, or done simply as parody
of advertisements—used either as a way of
ridiculing or drawing negative attention
towards a real advertisement or such an
advertisement's subject, or as a
comedic device, such as in a comedy skit or
sketch.
45. Spoof Ads
McDonald’s continues to be one of the
largest spoof targets because of its
well known unhealthy nature
You can often see many spoofs for
cigarette ads as well
We are going to analyze some spoof
ads and determine the meaning and
how they relate to certain cultures
52. Commercials
http://www.ogilvy.com/
Here is the top advertising agency in
Toronto. We will watch some of the
commercials and ads that they have
produced
53. Homework
Due: Thursday, May, 10th, 2012
Create your own print ad
If you are basing your ad on a
Chinese company that you do not
think I will be familiar with just simply
include the company name and I will
look it up and I should be able to
figure your ad out
