Ad Techniques lesson 2

Post on 19-Jan-2017

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Transcript of Ad Techniques lesson 2

AIM

• To analyse and understand different advertising sales techniques and

• reflect on their effectiveness• Develop use of media language

Advertising Techniques

Starter

• How many different types of sales techniques, used by advertisers to sell products, can you think of?

E.g. Use of humour

Advertising Techniques

•Example: humourAdvertising Techniques

Advertising Techniques

You are now going to see a number of adverts that each use a different type of advertising technique. Record the details and your responses in the table provided. Advert Advertising technique My response to it

(How effective is it? Why?)

Shock

Emotion

Demonstration

                                                                                  

Comparison

Celebrity Endorsement

Enigma

Humour

Techniques used

• HUMOUR• SHOCK• EMOTION• DEMONSTRATION• COMPARATIVE• CELEBRITY ENDORSEMENT• ENIGMA ADVERTISING

Task• In your books write down a PRO and a

CON for each of these techniques and any examples of brands or products which use them.

Technique Pro (positives) Con (negatives) Example

Humour Compare the Market

HUMOURPRO• Memorable. Entertaining the audience can hold

their attention. Some of the most popular adverts are the funny ones, making the audience relaxed and happy.

• CON• Sometimes the consumer does not pay enough

attention to the product being advertised, or they just don’t get the joke.

SHOCK

• PRO• Useful in changing behaviour so mainly

used in public service adverts, insurance ads etc.

• CON• Can be too extreme and alienate the

audience – AIDS adverts

EMOTION

• PRO• By appealing to the emotions and desires of the

audience they feel affection towards the brand. Examples – Andrex – the aaah factor, envy with the National Lottery Adverts, nostalgia with Hovis, romance with Impulse or even sexual desire with perfume adverts.

• CON• It has to be the right emotion and should clearly

represent the brand positioning or it doesn’t work.

COMPARATIVE• PRO• Used when two or more products are competing for the

same market – Whiskas – 8 out of 10 owners, who expressed a preference, said their cats preferred Whiskas, BMW beating Audi for awards.

• CON• Advertisers have to be careful they don’t look like they

have nothing positive to say about their own brand.• Legal problems - using a popular “rival brand” which

can make it meaningless, or unpopular.

DEMONSTRATION

• PRO• Showing how a product works or how it has

beaten a competitor – eg before and after stain removal, dandruff ads, car ads etc.

• CON• People are becoming ever more cynical

about advertising – do they believe weight loss adverts for example?

CELEBRITY PRESENTERS

• PRO• Testimonials (Cheryl Cole/Wayne Rooney)

or voice overs by celebrities adds value and quality to the product.

• CON• People know the celebrity has been paid to

appear, more likely to be cynical. What if they don’t like the celebrity involved?

ENIGMA ADVERTISING• PRO• Used to get around industry guidelines which govern the

advertising of sensitive products – eg. alcohol– Guinness or products that are promoting sophistication to target a more sophisticated audience who think for longer about the brand as they try to figure out the puzzle. Also these ads flatter the audience into thinking they are clever for solving the puzzle and this goodwill is then associated with the product.

• CON• Frustration for the audience if they do not “get” the message.

They may ignore the advert all together.

Controversial Advertisements

Included across all of these techniques is the use of controversial advertisements. Advertisers often try to push the boundaries in order to create a controversy. Why do you think they do this?

• People become aware of the product• Provokes talk/discussion around campaign/product• Memorable• Create/Maintains a strong brand image• Have a very specific target audience (easier to target)

Benetton Advertising Campaigns

The Italian fashion chain ‘United Colours of Benetton’, have a long history of producing controversial and often mildly offensive (to some) advertisements.

Take a look at some and see if you can work out what their message is and how this sells their brand/clothing range?

Benetton Advertising Campaigns

Horses Mating

Benetton Advertising Campaigns

Newborn

Benetton Advertising Campaigns

Breast Feeding

Benetton Advertising Campaigns

AIDS

Benetton Advertising Campaigns

Almish Kissing

Benetton Advertising Campaigns

Bloody Clothes

Benetton Advertising Campaigns

Hearts

Benetton Advertising Campaigns

Dying

Benetton Advertising Campaigns

What is the thinking behind these adverts? Is it to simply shock, or is there a deeper, wider message?

These adverts have always provoked a response and the advert that uses the photograph of David Kirby in the last moments of his life was no exception.

Benetton Advertising Campaigns

In your books, write the following lead sentences and complete in your own words;‘My opinion on the effectiveness of the controversial Benetton adverts is……………….This is because…………..

Advertising TechniquesCar Advert

Sony Bravia

Sony Bravia - original sound

I pod

Flash

Martini Bianco

Pepsi

Pampers

Know your limits

Task

• Watch the following adverts and note down which techniques are being used in them:

• 2. Sony - Paint• 3. Nokia – Film Set• 13. Fox’s Biscuits – Little Things Mean A Lot• 14. Ginsters – Park Keeper• 19. McDonalds - Terracotta• 34. Radio 2 – Elvis• 39. Alcohol Know Your Limits - Superhero

Extension

Task

• Watch the following adverts and note down which techniques are being used in them:

• 2. Sony - Paint• 3. Nokia – Film Set• 13. Fox’s Biscuits – Little Things Mean A Lot• 14. Ginsters – Park Keeper• 19. McDonalds - Terracotta• 34. Radio 2 – Elvis• 39. Alcohol Know Your Limits - Superhero

Extension