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Advertising PowerPoint PPT Presentation


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Advertising. The typical person sees 250 commercial messages daily and more than two million of them by the time he or she is twenty-five years old. Studying advertising and the strategies used by advertisers helps us to become more critical, insightful, and selective consumers.

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Advertising

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Advertising l.jpg

Advertising

  • The typical person sees 250 commercial messages daily and more than two million of them by the time he or she is twenty-five years old.

  • Studying advertising and the strategies used by advertisers helps us to become more critical, insightful, and selective consumers.

  • When it comes to commercial ads, for the most part, skepticism is a virtue.


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Advertising II

  • In broad terms, advertising uses promotional techniques to persuade people to purchase products or services.

  • The American Marketing Association’s definition is “any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.”


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Some Defenses of Advertising

  • Defenders of advertising claim that it provides many benefits:

  • Employs a large workforce of writer and producers.

  • Informs consumers about health and safety issues.

  • Informs consumers about new treatments for medical problems.

  • Proponents of advertising claim that advertising stimulates competition and fuels our mass-consumption economy, raising the standard of living for everyone.


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Criticisms of advertising

  • Advertising is intrusive

  • Advertising demeans and corrupts culture, making citizens materialistic. By encouraging consumers to measure their worth solely by what they haverather than who they are, undermines society.

  • Advertising is a manipulative, deceptive process.


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  • College students usually say that advertising does not influence their decisions.

  • However, studies show that ads can increase sales of certain products.

  • Most Americans see ads as something thing they can easily tune in and out.

  • Advertisers want us to believe that. They want to subtly influence us.


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  • The majority of things we buy- toothpaste, toothbrushes, and so forth are pretty much the same. They share the same marketing techniques, manufacturing techniques, and use the same technology. The only difference may be how it is presented.


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Strategies used in advertisements

  • Humor

  • Catchy Slogans and Jingles

  • Fears of Rejection and Hopes for Acceptance and Approval

  • Emotive Words

  • Weasel Words

  • Fine-Print disclaimers

  • Puffery

  • The Promise of Sex

  • Enviable situations

  • Enviable People

  • Compliments


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Political Ads

  • Political advertising, truthfully and honestly made, can be important to democracy.

  • The high costs of ads can limit political competition to the wealthy, or people who promise to compromise their integrity on certain issues to get campaign contributions.

  • Images and text can be designed to appeal primarily to emotions rather than to reason.

  • Political ads can appeal to bias, fear, hostility, and prejudice.


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How effective is advertising?

  • Please get in your groups, look at the handout and determine how many jingles you can match with a product or company.

  • If time allows, work as a group to think of one ad that you have seen for each of the following strategies:

  • Humor

  • Catchy Slogans and Jingles

  • The Promise of Sex

  • Enviable Situation

  • Enviable People


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