Commercials and Advertisements in Our Modern Media WHAT IS THE GOAL The primary purposes of advertising are To inform people about a product or service offered and To persuade people to choose this particular product or ID: 683726
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Slide1
The POWER OF PERSUASION
Commercials and Advertisements
in Our Modern MediaSlide2
WHAT IS THE GOAL?The primary purposes of advertising are:To
inform
people about a product or service offered, and
To
persuade
people to choose this particular product or
service every time
PRODUCT: A material item that a person can own
SERVICE: Assistance with something a person
can’t do (or doesn’t want to do)
on his/her ownSlide3
HOW DO ADS REACH YOU?Television commercialsMagazine print adsRadio commercials
Billboards
Internet ads (including pop-ups and banners)
Product placement
…and more!Slide4
IT IS IMPORTANT TO BE AWARE OF ALL OF THE WAYS ADVERTISEMENTS ARE TARGETing YOU, BECAUSE…Slide5
TERMS to keep in mindThe specific name of the product
The type of person targeted by ad
Terms and conditions hidden in ad
Brand
Consumer
Fine PrintSlide6
HOW DO THE AD COMPANIES GET STARTED?Slide7
TARGETING CONSUMERSFirst, you have to do one of two things:1. Have a product or service that you are offering and find people who want it, or
2. Identify a target group of people who may need a product or service, and design something for them.
Next, you need to learn everything you can about the people who may pay for your product or service…these people are your CONSUMERS
This leads to a lot of stereotypes about people…Slide8
ASSUMPTIONSAssumptions are the generalizations we make about people and their wants/needs when we design advertisements.Some of these assumptions are valid
, and some are
stereotypes
.
Valid assumptions might be that elderly people need medical supplies, or children need affordable clothes.
Stereotypical assumptions might be that teenagers are obsessed with fashion, or that little kids don’t like to eat vegetables.
BOTH kinds of assumptions, valid or not, are still making generalizations about people.Slide9
Let’s TRY A FEW:
LET’S SEE WHAT ASSUMPTIONS AN ADVERTISING COMPANY MIGHT MAKE ABOUT THREE TARGET CONSUMERS.Slide10
Look at these three profiles. make some assumptions about these people, through the eyes of an advertising company that wants to target them for their products:
Assumption # 1
: What do we believe each of these consumers is likely to buy (product) or need (service)?
Assumption # 2
: Why does each consumer want these products? Is it a convenience, a solution, or a desire?
Assumption # 3
: What words might trigger a strong response in these consumers?
Assumption # 4
: What images might trigger a strong response in these consumers?
JANET EVANS – AGE 38
Mrs. Evans is a working mother with three active kids. She does not have time to waste when it’s time to get ready in the morning.Slide11
Look at these three profiles. make some assumptions about these people, through the eyes of an advertising company that wants to target them for their products:
Assumption # 1
: What do we believe each of these consumers is likely to buy (product) or need (service)?
Assumption # 2
: Why does each consumer want these products? Is it a convenience, a solution, or a desire?
Assumption # 3
: What words might trigger a strong response in these consumers?
Assumption # 4
: What images might trigger a strong response in these consumers?
DENNIS LUKAS – AGE 25
Mr. Lukas is a young business graduate who’s eager to make a positive impression on his boss during
work day.Slide12
Look at these three profiles. make some assumptions about these people, through the eyes of an advertising company that wants to target them for their products:
Assumption # 1
: What do we believe each of these consumers is likely to buy (product) or need (service)?
Assumption # 2
: Why does each consumer want these products? Is it a convenience, a solution, or a desire?
Assumption # 3
: What words might trigger a strong response in these consumers?
Assumption # 4
: What images might trigger a strong response in these consumers?
TYLER
MacKINNEY
– AGE 7
Tyler is the All-American boy. He loves sports, trucks, pizza, and Disney movies. He hates the color pink and anything involving girls.Slide13
AD DESIGN TERMSSlide14
SLOGANA short, catchy phrase that sums up the message of the company, or…A short, catchy phrase that inspires consumers to buy the product or service
Examples:
“They're
Gr
-r-r-r-r-r-r-r-r-eat!”
“Got milk?”
“Do
the Dew”Slide15
JINGLEA slogan or rhyme about the product, service, or companyJingles are set to music – this gets the jingle stuck in your head while you listen to it, and you are more likely to remember it
Examples:
"
Gimme
a break,
gimme
a break...break me off a piece of that _____________________“
"The best part of waking up is ______________'s in your cup!“
"
Da
da
da
da
da
...I'm
lovin
' it!"Slide16
LOGOSmall icon – sometimes visual, sometimes a combination of text and a visualShould be easily identifiable on sight – can advertise the product on its own
Examples:Slide17
SPOKESPERSON / MASCOTA spokesperson is a famous person willing to speak on behalf of an organization or product.EXAMPLES: Michael Jordan in sneaker commercials, any celebrities in the “Got milk?” campaign
A
mascot
is an invented person or character, who becomes associated with the brand.
EXAMPLES: The
Geico
gecko, The Dell computer guy, or the Old Spice manSlide18
DESIGNSlide19
BackgroundThe image or images – or sometimes the color chosen – that go behind the main advertisement logos and pictures.These are chosen for color symbolism, or the mood they will create, or the tone they establish for the ad.Slide20Slide21Slide22
LAYOUTSlide23
Color SymbolismGreen = Nature, rebirth, renewalRed = Passion, danger
Yellow = Sunshine or dinginess
White = Purity or cleanliness
Pink = Girly
Blue = Sky, religion, water
Black = Edgy, cool, mysteriousSlide24
FontThis is the size and style of the text in the ad. You need your text to be clear enough to read…but it also needs to add to the overall advertising goals.
Fonts DO have an effect on the consumer!
PIZZA
PIZZA
PIZZA
PIZZA
PERFUME
PERFUME
PerfumeSlide25
IMAGESThese are the main pictures in your ad. Generally speaking, one or more of the following should be present:The product you’re selling, or
People engaging in the service you’re selling
The target consumer group(s) you want to reach
The logo of the companySlide26
textThis is the actual use of printed words on the page. This includes your brand name, and slogan, and any other printed captions or information you want your consumers to get.Consider the fonts for EVERY bit of text.
More importantly, analyze every slogan, all the fine print, and any other words they use – look for appeals to logic, emotion, or credibility…you can use our
ethos
,
logos
, and
pathos
terms for ads, too! Slide27
layout“Layout” refers to every part of the ad – background, text, font, colors, images, textures, words, logo/icons, etc.When you decide what will be in the front and what will be in the back – or what is larger than something else – or whether your items appear on the left, right, top, bottom, or center of the page…you’re making decisions about layout.Slide28
What are some creative designs for ads?Slide29
1. Make it look “cool”Find ways to increase the “cool” factor of your product…Slide30
2. Turn product into a symbolLook at how these ads blend products with common symbols:Slide31
3. Turn product into a messageIf it doesn’t look like a common symbol, you can still use your product to convey the message you want people to receive from it.Slide32
4. Make competitors look badTake some time to compare your product with that of another competing brand. Make sure yours looks better, and people can see that yours is superior.Slide33
5. Use famous images/icons in new waysTake places, objects, characters, or people and use them in surprising new ways.Slide34
Evaluating logo design Slide35Slide36Slide37Slide38Slide39Slide40
What are some sneaky “tricks” in advertising?Slide41
Advertisement Tricks1. Using fine print/fast talk
2. Playing to our “fears”
3. Using popular themes
4. Overexposure of the product Slide42
http://www.youtube.com/watch?v=h13bmhSNOOU (season of Audi)http://www.youtube.com/watch?v=Dvw9N-P7mKU
(Goodnight)
http
://
www.youtube.com/watch?v=7OIEFo2axGE
(
Geico
$)
http://
www.youtube.com/watch?v=1pBM6qhMnsw
(
Geico
Elmer
Fudd
)
http://
www.youtube.com/watch?v=iYhCn0jf46U
(Dove evolution)http://www.ispot.tv/ad/7bJ0/jeep-celebration-event-discovering (Jeep celebration / discovery)