Ad Techniques lesson 2
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