This document provides an overview of advertising concepts and best practices. It begins with definitions of advertising and related terms. It then discusses the history of advertising from ancient times to the modern era. The rest of the document covers key topics such as: - The roles and objectives of advertising - Effective advertising appeals and strategies to target audiences - Berlo's communication process model for advertising - Rules for effective advertising according to marketing experts - Creative strategies for developing compelling advertising messages The document aims to educate readers on fundamental advertising principles through definitions, examples, and best practices discussed over multiple time periods and perspectives.

1. English for
Advertising
Compiled for ENG484
by
Ajarn Jomkaew Visetcholahan

2. Let’s get this straight!
“advertising” or “advertisement”
“advertisement” (n)
any public notice, as a printed display in a newspaper,
short film on television, announcement on radio, etc., designed
to sell goods, publicize an event, etc.
“ad” or “advert” is the shortened form of it
“advertising” (n)
1. the promotion of goods or services for sale through
impersonal media, such as radio or television
2. the business that specializes in creating such
publicity
3. advertisements collectively; publicity

3. Explore and increase your word bank!

4. So… what is “advertising” ?
The important keywords are…
mass media
to persuade
readers / viewers / listeners
(a.k.a. “audience”)
to take action products
services

5. A brief history of advertising

6. A brief history of advertising
Ancient advertising
The stele of ancient Egypt.
Made of basalt, these tablets were
about five-feet long, two and a
half-feet wide and eleven-inches
thick. Displayed prominently in
high traffic areas, these stelais
were the earliest form of mass
advertising known to man

7. A brief history of advertising
Ancient advertising
A graffiti on the street pavers in
Ephesus, Turkey)
The graffiti leads citizens to
a brothel. The artwork features a
woman's head, a heart, money,
and a foot pointing in the direction
of the brothel.

8. A brief history of advertising
Middle-age advertising
The late Medieval c.1500
AD horse- riding spur,
manufactured by the Lorimer.
Conservation work
revealed a silver inlaid pattern
on the surface.

9. A brief history of advertising
The 17th century advertising
Anthony Daffy Extolled the
Virtues of His Elixir Salutis in
this pamphlet, published in
London in 1673. (Courtesy,
British Museum.)

10. A brief history of advertising
The 18th century advertising
An advertisement on a
newspaper for a Microscope
Demonstration (John Cuff,
c.1760)

11. A brief history of advertising
The 19th century advertising
The paid advertising in a
French newspaper, La presse,
published on 26 January1895

12. A brief history of advertising
The advertising of Woodbury Soap,
“The skin you love to touch”,
the first one using sexual appeal.
Printed in full colors by a new and
beautiful process, it is from the
March, 1915 issue of the LADIES'
HOME JOURNAL.

13. “a good advertising”
• A good advertising brings goods to the attention of consumers by
creating the impression
• A good advertising persuades an audience (viewers, readers or
listeners) to continue or take some new action >>>> buy a certain
product.
– It knows what you need or lack of.
– It provides you interesting details of the product
– It ensures you that the product is exactly what you needs
– It persuades you to buy the product

16. How does these iPhone5 ads attract you?
- Does it know what you need or lack of?
- Does it provide you interesting details of the product?
- Does it ensure you that the product is exactly what
you needs
- Does it persuade you to buy the product
Compare them with that of Galaxy S3

18. The roles of
advertising
1. Informative
the advertising should inform the target
audience about the product -- its
qualification, how to use, the quality
improvement, etc. including anything that
create an impressive image
For example: ZA Total Hydration Mineral Gel

19. The roles of
advertising
2. Trusworthy
to make the target audience trust the
brand quality by
- creating the advertising as a piece of
easy-to-understand art work
- selecting a reliable presenter
- providing a quality guarantee from a
reliable research result or an expert
Ex. "all adidas" 2011 Commercial - Short Version
(30 sec) & SKII

20. The roles of
advertising
3. Entertaining
if the audience enjoys the pictures,
stories, quotations, special effects and so on,
they will remember your product.
Ex. FedEx
DHL

21. The roles of
advertising
4. Appealing
when the advertising appeals work, the
target audience will buy the product.
Ex. The advertisement on anti-smoking by an
Indian cancer association

22. The roles of the
advertising
5. Competitive
Once the target audience is impressed with the
advertising, the brand loyalty definitely follows
and that can prevent other brand from increasing
the market share.
Ex. Canon EF lenses
Nikon

23. Advertising objectives
1. To inform: to create awareness, attract the target
group with the in-depth information of the product
and also the related knowledge .
For example : 2007 television commercial for
Quit Smoking campaign, featuring the effective
blackened tar-soaked sponge.

26. Advertising
objectives
2. To persuade: to create the motivation that
make people buy the product (especially
those not necessarily needed)
For example: Samsung GALAXY Note Official TV
Commercial

28. Advertising objectives
3. To entertain: the sell message is subtly hinted
in spots that you enjoy watching or listening
Ex. “Walk-In Fridge” Heineken
http://www.youtube.com/watch?v=CWUtywfws
Mw&feature=fvwrel

29. Advertising Appeals
• Rational appeals (a.k.a. Information appeals)
– The fact about the product: its qualification, usage, quality,
the benefit when using such as the durability, cost saving,
efficiency of the product appeals, etc.
• Emotional appeals
– The needs of the target group and the expected emotion
after using the product such as happiness, love, in-trend,
convenience, etc.

30. Strategies used to
appeal the target group
• Price or value appeal
• Product quality appeal
• Star appeal or testimonial appeal
• Fear appeal
• Novelty appeal
• Sensory appeal
• Sex, love and social appeal
• Subconscious appeal
• Ego appeal

31. Price or Value Appeal
This will persuade the target group to
consider the relation between the price
and the value

33. Product Quality Appeal
This highlight the benefit and the reliability of the product.

34. Star appeal or
testimonial appeal
This way is to select the appropriate
presenter to guarantee the quality of the
product

37. Fear Appeal
This plays with human’s fears: the fear of
sickness, the fear of being old-fashioned,
the fear of insecurity, the fear of
disastrous lost

40. Sensory Appeal
The five senses (sight, hearing, touch, smell and
taste) are tempted here with the pictures and sound, or
even scents
For example: The new however-you-want-it
Frappuccino blended beverage

42. Sex, love and social
appeal
This makes the product as something you see
and remind yourself of the good days between you
and special persons in your life.
For example: Kidman for Chanel No.5

44. Ego Appeal
This creates the target group the
prestige, the reputation, the status and
the acceptance.

47. Socially responsible
advertising
The most effective way to communicate
with the consumers is to connect with them
while not necessarily pushing the
products.
Ex. “True Colours” Dove commercial
Under Armour Power in Pink

48. Rams receiver Brandon
Gibson in the Pink Nike
Zoom Vapor Carbon Fly

50. Berlo’s Process of
Communication
The 4 components of a communication process
are:
1.The communication source (advertiser)
2. Message (advertisement)
3. Channel (advertising media)
4. Communication receiver
(consumer or target audience)

51. Berlo’s Process of
Communication

52. Berlo’s Process of
Communication
Media consumeradvertiser
communication skill
+ attitude
+ knowledge
+ social status & culture
advertisement

53. Rules of the effective advertising
by Schultz and others
Rule #1: An advertising should present what the target
group need or want
Rule #2: An advertising should bring the sell message to
the target group via the appropriate mass media
Rule #3: An advertising should show the target group the
benefits they will get after using the product.
An advertising should sell the product

54. Strategic of advertising creativity
1. To set the advertising goals
2. To set the advertising strategy
1. What to say
2. How to say
3. Execution (the copy sent to the art department to
be narrated and illustrated into
-storyboard (for tv commercials)
-radio script (for radio spot)
-artwork (for print media)

55. Pete Barry’s “What to say”
What is this company/organization trying to say
about their product and service?
PROPOSITION & PROMISE
What is the benefit of this product?
**the “benefit” not “benefits”
…we only have seconds to get your message across!!

56. Pete Barry’s “Who are you talking to”
Focus the target audience (a.k.a. target group /
target market)
– Age
– Income
– Education
– Marital status
– Occupation
– Behavior, tastes and attitude
– Hobbies

57. The best advertising in any medium
comes from understanding people
- Understand consumer’s interest, joys, fears, tastes, biases
- Think about the audience’s relationship with the actual
product
-Ask why, when where and how often the consumers use it
-Find out why the target group never use/stopped using it.

58. Pete Barry’s “How do you want to say it”
• KISS
• SLIP IT
• Write First, Edit Last & The 1-in-10 Tool
• Imagination: Don’t Reveal, Imply
• The Opposite Tool

59. KISS = Keep It Simple, Stupid!
Get to the point with simplicity: one sentence
• Example 1
Excuse me, Sir, do you have a light on you?
Or
Got a light?
• Example 2
Shakespeare’s “To be or not to be”
** Be careful: You cannot bore people into buying your
product

60. “SLIP IT” Checklist
• Smile (disarms you)
• Laugh (really disarms you)
• Informs (tells you sth you didn’t know)
• Provokes (for a reaction, an emotional response)
• Involves (for a connection / interaction)
• Think
All of those create
impact
to convince and persuade
a potential consumer
to invest time or money
in your product/service

61. Write First, Edit Last
• “BRAINSTORMING”
when coming up with ideas is hard enough
then get every one down and then decide which
one work later.
• “Write Your Ideas Down”
A brief note is enough when you refer back to it
later on
• Give it the “Overnight Test”

62. The 1-in-10 Tool
(plus “Kill Your Babies”)
• Thomas Edison said
“creativity = 90% perspiration + 10% inspiration”
If you come up with 10 ideas, it’s more likely that 1 of them will be better
than selecting the best out of 5 or 4
• Kill Your Babies: to avoid the precious bond
between you and your beloved idea,
the more you have, the less protective you are of them.

63. Imagination: Don’t Reveal, Imply
Imagination is perhaps the most powerful tool.
so give the audience just enough information to
“fill in the gaps”
• Start with the most obvious execution
• Keep making subtle changes until you get IT
• Test each version on different person
**Start literal , finish lateral**

64. The Opposite Tool
• For serious advertised product
…do something humorous
• For the product with a negative character
…highlight the positive by
1.)exagerating the positive
2.)having fun with a possible negative
• For the product that is usually sold to only one target
group
…create the idea to appeal others

65. “advertising copy”
• An advertising copy = a message used to
communicate to the target audience through an
advertising media.
• Copy writer = the one who creates a copy
thinking and copy design by using the
appropriate appeals.

72. What does a copy do ?
1. To show the target audience that we know what their problems are.
2. To provide the target audience the product detail (the ingredients, the
usage, the image of the product, etc.) as the reasons why they should
buy it.
3. To persuade the target audience to buy more of the product.

73. Principles of Copywriting

74. Look at these advertising headline and copy

75. Principles of Copywriting
Use Attention Getting Headlines
Keep body copy to the point
• The body copy is where you explain the headline, confirm the facts and
add extra selling points.
• If you can make people read the body copy, you have a better chance
of selling your product.
• Be positive. Some ad starts with negative statements, which could be
easily converted into positive statements.

76. Keep body copy to the point (continued)
• Include the minor details.
• At the bottom of the ad goes your company name, the address and
telephone number.
• If you are selling packaged goods, you will need to include a pack shot
– a photo of your product -- or your logo to provide a visual reminder for
the reader.
Principles of Copywriting

78. Principles of Copywriting
Expand Headline with Lead Paragraph
Follow up the headline immediately with the first paragraph.
ie. If you ask a question, answer it.
If you propose a thought, explain it.
Don't leave them hanging too long; you may end up hanging yourself.

81. Principles of Copywriting
Draw the Reader In
Keep your copy SIMPLE, CLEAR and CONCISE:
- Avoid the copies that are confusing or hard to read.
- Reading your message should be a pleasure to read.
- Talk to your reader as you would do to a friend or family member.
- Be straight and sincere with them.
- Spell it out and explain points that need explaining.
- Don't leave your reader second-guessing your copy.

82. Principles of Copywriting
Focus on the Reader, not the Product
• Use their needs, wants, desires, fears, weaknesses, concerns, and
even fantasies to sell your product or service.
Thus, not only does the ad talk about the product, it also focuses
equally on the reader. Using words like you would make the reader feel
good, rather than an ad that boasts about the product but says nothing
about how to use it, how it could make your life better, etc.

84. Principles of Copy Writing
Keep Your Focus Aligned
The more focused your target group, the
better your chance of meeting their needs.
**Don't try to sell everyone!

86. Principles of Copywriting
Use the "That's Right!" Principle
Tell them something they know already. Get them to say to
themselves, "That's Right!"
**Ask Provocative Questions:
Provoking questions will grab the reader's interest and
move them to read more for the answer.
Car ads usually ask a question such as planning to buy a
new car?

88. Principles of Copywriting
Move Quickly from Intro to the Pitch:
• Don't waste your reader's time by "warming them
up".
• People are busy creatures. If you lose their
interest, you neither sell nor profit. Get on with it!

89. Principles of Copywriting
Make Your Product Irresistible: DRESS IT UP
- your product should sound like the cream of the
crop.
- Focus on your selling point (price, quality, etc)
and make it impossible for the reader to imagine
another in comparison.

91. Principles of Copywriting
Flattery will get you everywhere
Yes, everyone likes to hear a little flattery.
**Keyword here is "little". Don't overdo it!

92. Principles of Copywriting
It's Guaranteed
A guarantee reassures the reader that you are
reputable and will live up to your promises.

93. Principles of Copywriting
Share a Secret
-People want to get the inside track.
-If you can convince your prospect that you have
an exclusive message for them, you're one step
closer to a sale.

95. Principles of Copywriting
Use "Power"ful Words:
"Power" words could enhance and reinforce your presented idea.
Certain words have proven to be movers and shakers in the
advertising world. These are the examples of persuasive and attention-
grabbing words:
easy convenient exclusive indulge
genuine advantages comfortable dependable
immediate instant WANTED WARNING
more biggest oldest original

96. Principles of Copywriting
Keep It Lively:
• Telling a (brief) story
• Separating and highlighting key information or
facts.
• Using personal pronouns like "you", we and us will
add a sense of warmth to your copy.

97. Principles of Copywriting
• Go with the Flow: Rather than laying them out like a list, learn to use
transitional words.
• Check Your Spelling Finding misspelled words in copy leaves the
reader wondering how competent your product or service could be
• Use Photo's to Demonstrate: If used correctly a picture really is worth
a thousand words.
• Use Graphics to get Attention: buttons, icons and arrows can help
direct the reader's attention to important details.
• Offer Testimonials: short, reputable testimonials. People want to hear
what others have to say about your product or service.

98. Principles of Copywriting
Create an Unforgettable Slogan
Use a short, easy to remember slogan that a reader will
walk away with on his or her lips.
Nike – Just Do It.
Visa – Go get it
Pepsi – Yeh Dil Maange More
Asian Paints – Merawalla.