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A D V E R T I S I N G Advertising is a message designed to promote a product / service A D V E R T I S I N G Advertising is a message designed to promote a product / service

A D V E R T I S I N G Advertising is a message designed to promote a product / service - PowerPoint Presentation

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Uploaded On 2018-10-29

A D V E R T I S I N G Advertising is a message designed to promote a product / service - PPT Presentation

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

language attention product consumer attention language consumer product advertisers techniques catchy advertisement info lettering visual adverts appeal emotive create

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Presentation Transcript

Slide1

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

4Slide5

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

5Slide6

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

7Slide8

DESIREAdvertisers also appeal to basic human desires or needs and hint that desires/needs will be met if their product is purchased.

8Slide9

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 ….

G

I

M

M

I

C

K

S

9Slide10

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.

10Slide11

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

11Slide12

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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