These messages are shown to the public via the media by means of newspapers magazines radio television billboards flyers etc Advertisements make use of emotive and persuasive means A successful advertisement will make use of one or more of the following techniques ID: 702241
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ADVERTISING
Advertising is a message designed to promote a product / service / idea.
These messages are shown to the public via the media by means of newspapers, magazines, radio, television, billboards, flyers, etc.Slide2
Advertisements make use of emotive and persuasive means.A successful advertisement will make use of one or more of the following techniques:creativityemotionreasonfact opinion2Slide3
Target MarketThis is the group of people that an advertisement is trying to reach.It may be divided into age, gender, social status and activities.Advertisers use the fact that buyers classify themselves in order to create adverts to appeal to those classified groups.E.g.: teens, computer geeks, stay-at-home mothers, jetsetters, corporates, etc.3Slide4
AIDA PrincipleAttention – grab the attention of the consumerInterest – arouse and maintain the consumer’s interestDesire – create a desire to own the advertised product
A
ction
– manipulate the consumer into taking
action
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ATTENTIONIt is vital that the advertiser grabs the attention of the consumer.Attention can be attracted by:An eye-catching imageClever use of languageAttractive layoutPosing a questionFont (type of lettering)Catchy headlines
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INTERESTOnce the consumer’s attention has been attracted, the advert must sustain his/her interest. Then the consumer must feel compelled to read on.There are two ways of doing this:Visual TechniquesLinguistic Techniques6Slide7
Visual Techniques:CartoonsGraphsColourful, attractive photographsOutline diagramsStatisticsUnusual layoutsLinguistic Techniques:Punchy headlines / captionsRhetorical questionsPuns, AlliterationSlogans, ClichésRepetition, ExaggerationUnusual trade namesEmotive language
Opinions stated as facts
Jingles, catchy songs
Jargon
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DESIREAdvertisers also appeal to basic human desires or needs and hint that desires/needs will be met if their product is purchased.
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ACTION Not only must advertisers get the attention of the consumer but they also need to ensure that the consumer acts in response to the advert.‘Buy one get one free’Limited stocksLimited term offersMoney back guaranteesEasy payment plans
Discounts
Free gifts
‘Bargain of the century
’
Clearance sales
Reduced prices
Order immediately and ….
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Informal Language:Everyday speechVocab less sophisticatedSimple sentencesInformal grammarColloquialisms & slangInformative Language:Informs viewer of the product / serviceLanguage that aids the selling of the productJargon
Language used in adverts
Emotive Language:
Appeals to emotions rather
than to intellect
It is persuasive
Bias = to be in favour or against something without prior knowledge
Advertisers make use of fact & opinion, propaganda, sensationalism and bias.
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Info on an AdvertisementLogoPicture / graphic used as an identifying symbolActs as signature for a brandSloganShort, memorable phrase that is immediately associated with a brandCopyOther written infoGraphicsIllustrations
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Designing a Print AdvertLayout:Keep a good balance between lettering and graphicsUse open space to guide the eye to important design elements and info
Originality:
An original idea always attracts attention
Careful thinking and brainstorming is required
Make use of other people’s creativity for objective inputs
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