This document provides tasks and instructions for a blog post on TV advertising. It includes: 1) An explanation of what TV advertising is and examples of common techniques. 2) Examples of persuasive techniques used in ads like anecdotes, adjectives, repetition, and statistics. Students are asked to find ads demonstrating these. 3) A comparison of old and new toothpaste ads through a Venn diagram identifying similarities and differences. 4) An analysis of 3 ads identifying persuasive techniques and appeals to desires/fears. 5) A discussion of audience demographics and profiling, with examples of segmented audiences. 6) Questions about ad regulation in the UK, the complaint

1. Advertising Workbook
TASK 1 (label this on your blog as 30.1.1)
Advertising is everywhere. It is one of the largest sectors of the media industry,
adverts being presented in a wide range of media such as television, film, radio, magazines,
posters, billboards, the press, and the internet. Of all of these, television advertising probably
has the highest profile, some television advertisements being so effective and memorable
that they become classics and part of the cultural backgroundfor a whole generation of
viewers.
Television is used to market almost every product one can imagine from everyday
consumables, like washing powder, to extravagant sports cars, whilst some advertisements
promote aservice such as insurance, banking or vehicle breakdown cover. Television
advertising has become more and more sophisticated, utilising the very latest digital
production techniques. Content and style can be simple or complex, using traditional
narrative structures or less obvioussurrealist imagery, and messages can be overt or
understated. There seems to be no single approach which can be said to be more effective
than another.
1.Explain what TV advertising is?
2. View three different contemporary TV adverts and list three key characteristics of them:
TASK 2 (label this on your blog as 30.1.2)
Advertisers use a variety of techniques to get us to buy goods or services. Some of them are
listed below. Can you fill in the gaps and find an example of an advert which fits the
persuasive technique used?
Type of persuasive technique Link to an advert which uses this
technique
The Anecdote: Personal experience or story
which is sold to us as proof.
Adjectives: Crisp, fresh, healthy, nutritious,
etc
Repetition: Key points, positives about the
product, themes etc
Statistics: Often presented as factually
accurate but sometimes they are a bit
dubious.
Fact: A statement that is true and can be
proven.
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2. TASK 3 (label this on your blog as 30.1.3)
View this old television adverts: http://www.youtube.com/watch?v=pKuEwsEiSp8and this
contemporary TV toothpaste advertisement, http://www.youtube.com/watch?v=99T-iGcii8U
Complete the Venn diagram below, What are the similarities and differences between this
advert and contemporary toothpaste adverts?
Old Ad New Ad
TASK 4(label this on your blog as 30.1.4)
According to Gillian Dyer (Advertising as Communication, Routledge 1988) advertisers use
among other techniques, the following lines of appeal. They use images of, or make
reference to things to tap into our desires or fears. View the Powerpoint called Lines of
Appeal which is available on Moodle.
Analyse three different TV adverts and state which persuasive skills and lines of appeal have
been used:
Advert1
Product Name: Link:
Persuasive techniques:
Product USP
Advert 2
Product Name: Link:
Persuasive techniques:
Product USP
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3. Advert 3
Product Name: Link:
Persuasive techniques:
Product USP
TASK 5 (label this on your blog as 30.1.5)
Audience Demographics
One of the most common ways of identifying a target audience is the socio-economic model.
Although this model has been in use for a very long time, it is still a useful tool in identifying a
target audience. The basis for this system is level of earnings. An AB audience, for
example, is assumed to have more spending power than a CDE audience.
A Lawyers, doctors, scientists, managers of large-scale organisations – well
paid professionals
B Teachers, senior managers, some middle management – fairly well paid
professionals (and very poorly paid teachers!)
C1 ‘White collar’, junior management, bank clerks, nurses
C2 Skilled ‘blue collar’ workers such as electricians, plumbers, carpenters
D Semi and unskilled manual workers such as drivers, post sorters
E Students, the unemployed, pensioners
Audience profiling
There are many other ways that an audience can be segmented or profiled. Whenever a TV
advertiser is producing a commercial, they will always take care to identify the target
audience as accurately as possible. After all, if the audience is identified and targeted well,
the product is likely to be successful! That is why audience is considered a key
consideration – because it is fundamental to the planning and shaping of an advertisement.
Audiences can be segmented in other ways as well as the socio-economic model above:
Age
Gender
Demographic (where the audience live)
Profiling (this is often done by advertisers to identify ‘types’ of consumers)
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4. Values, attitudes and lifestyles (in other words the types of products which are likely
to appeal to those with these values, attitudes and lifestyles.
Watch a series of adverts and identify as accurately as possible the target audience
for each, provide a link and give explanations to back up your conclusions about why
the advert appeals to the specific demographic.
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TASK 6 (label this on your blog as 30.1.6)
THE REGULATORS: (Video Cast to be uploaded to your blog). Use the ASA website to
help you answer these questions. Answer the following questions in a videocast:
1. Explain who regulates TV advertising in the UK?
2. Explain the process of how to complain about a TV advert which you thought was
offensive in some way.
3. Watch this controversial advert: http://www.youtube.com/watch?v=dzcRSr6PW_o
4. Explain what happens in the video.
5. Explain why was this advert banned?
6. Do you think the regulators were right to banned this advert. Back up your argument
with clear points.
7. Summarise your main points.
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