This document discusses key concepts in advertising including the purpose of advertising copy to persuade and motivate audiences. It outlines important considerations for crafting advertisements like understanding the audience, their demographics and psychographics. Elements of the product being advertised and formats for broadcast commercials are examined. The document also explores different types of advertising appeals including ethical, logical and emotional appeals. An activity is described where students analyze a picture to come up with a product and advertising approach, and an assignment is given to write a 30 second TV script.

1. Tricia S. Aguirre
Humanities Department
College of Arts and Sciences
University of San Agustin

2. Advertising Copy Purpose
•Persuade
•Motivate

3. Advertising is
based on the
assumption
that words have
the power to
produce a change
in thinking,
attitudes, beliefs,
and ultimately
behavior.

4. Needs and Appeals

5. The Audience
•One using the product.
•One not using the product but
are most likely to.

6. Demographics
•Age
•Gender
•Income
•Education
•Marital status

7. Psychographic Variables
These are values and attitudes of people and how
they feel toward various things in their environment

8. The Product
•what the product does
•physical
characteristics
of the product
•history and reputation
of the product
( established in the
year____)
•manufacturer of the
product
•price
•competition
•social aspects – is the
ad appropriate or
not?

9. Elements in Writing
Advertising for Broadcast
•Voice
•Sound effects
•Music
•Pictures
•Visual Effects

10. Two Basic Formats in Broadcast
Commercials
1.Dramatic Formats emphasize action
on the screen within the script.
• Problem resolution – presenting the problem and
then resolving the problem
• Slice of life – shows people doing things in which
the advertised product is involved
• Documentary/demonstration – demonstrating how
the product works in comparison to the competition
• Fantasy – putting people and products in unreal and
abnormal situations; includes the use of animation

11. 2. Announcer Formats are those in which the
announcer is the main character, or one of the
main character
• The spokesperson – may range from celebrities to
unknown but real people
• Testimonial – based on the person’s credibility and on
how he/she appreciated the effect of the product

12. Advertising Appeals
•Ethical Appeal
relates the concept
of the product or
the manner in which
the product is
presented to the
audience’s ethical
values ( i.e.
testimonial)

13. •Logical Appeal
is a persuasion
based on facts,
attempting to
convince the
potential buyer
that the product
or service fills a
logical need.
Advertising Appeals
http://www.youtube.com/watch?v=ka
DsIOh5its (Nescafe Summer)

14. Advertising Appeals
•Emotional Appeal
does not mean one
that evokes
laughter or tears,
but one that
appeals to the non-logical,
non-intellectual
aspects
of the viewer’s or
listener’s
personality.
http://www.youtube.com/watch?v=ljy-
TcplGug (Karen)

15. ACTIVITY:
•Look at the picture
very carefully .
•Think of what
possible product is
best associated with
the picture.
• Imagine the kind of
appeal you are going
to use.
• Identify your target
market.
• You have 10
minutes.

16. ASSIGNMENT:
• Write a TV script using the information that you have
derived from the activity.
• Length: 30 seconds
• Requirements:
• MSC Bed
• Two talents
• Graphics
* Submission: Nov. 26, 2008

17. Thank you