EN313 Week 8: Understanding Advertising part 3

1. EN313 Week 8: Understanding Advertising part 3 Ajarn Erica

2. 20 most used adjectives 1. new2. good/better/best3. free4. fresh5. delicious6. full6. sure8. clean8. wonderful10. special 11. crisp12. fine13. big14. great15. real16. easy16. bright18. extra18. safe20. rich

3. 20 most used verbs 1. make2. get3. give4. have5. see6. buy7. come8. go9. know10. keep 10. look12. need13. love14. use15. feel15. like17. choose18. take19. start20. taste

6. Cool, soothing and orderly. Comfort and peace. If you choose blue, you have a basic need for a calm, harmonious, and tension-free existence. Capable, conservative and sensitive to others, you make a loyal and trustworthy friend. Life, freshness, security, and peace. Calm and restful, and represents nature. If you selected green, you seek stability, balance and persistence. You are a moral and affectionate individual. Luxury, sensuality, passion, and depth of feeling. Unusual atmosphere and provides and unexpected essence. You tend to be unique, highly sensitive and observant. Creative and artistically talented, you tend to have a complex personality. Goodness, purity and innocence. Serenity and the essence of perfection. The individual who chooses white as a favorite color seeks excellence and enlightenment in all philosophies. Simplicity, purity and recognition are a constant endeavor.

7. Most dynamic & passionate. Love, rage and courage. Demanding attention. Great emotional impact. Those who select red are aggressive, impulsive and strive for success. The desire to experience the fullness of living leads to constant activity. Emotional Sensitive heart. Caring and sharing. Strong personality. Affectionate and concerned individual. Gently, you offer love, attention and nurturing to those in distress and needing guidance. Autumn, spice, form and design. Cheerful and playful. Dark is exotic. You have abundant energy with an eye for structure and organization. Your social nature finds you surrounded by family and friends. Happiness. Warmth, inspiration. Communication, enlightenment, sunlight and spirituality. You look forward to the future, and are intellectual, highly imaginative and idealistic. You tend to have a cheerful spirit and have an expectation of greater happiness. Importance of home. Physical comfort, ease and contentment. You are conscientious, steady and dependable. Your inner security, honesty and high virtue show that you take life seriously.

8. Components (parts) of an ad • Text -- the words • Image – the picture/pictures • Organization of elements – how the text and image are arranged

9. 1. Text of an ad • Provides information about the product • Catches the reader’s attention • Acts as a slogan • Name of the company and/or the name of the product

10. Text as information about the product

11. Text to get your attention

12. Text to get your attention

13. Text as a slogan = a cry, phrase, or motto of any party, group, manufacturer, or person; catchword or catch phrase.

14. Text as a slogan

15. What is the slogan for… “I’m lovin’ it” “Because you’re worth it”

16. Text as product name

17. 2. Image of an ad • Scene provides the background • Representation of the product (a way to show the product) • Product “in use”

18. Image – scene as the background

19. Image as representation of the product

20. Image – product in use

21. In use or not in use?

22. 3. Image & text = organization of elements • Overall ad -- organization shows the order for interpretation and relevance • The kind of meaning the ad has

23. Organization of elements

26. Components (parts) of an ad • Text • Provides information about the product • Acts as anchorage • Catches the reader’s attention • Acts as a slogan • Name of the company or product • Image • Scene provides the background • Representation of the product • Product in use • Organization of elements • Meaning and relevance of the ad On your test!

27. Advertising test next week (Test 2 [10%]) • Advertising strategies • Attracting attention • Arousing desire • Implanting conviction • Stimulating action • Colors/adjectives/verbs • *Review in your book • Components of an ad • Text • Image • Organization • *Please look at EN313 Practice for Teston the class website

28. Advertising assignment (15%) • Everyone will create an ad outside of class and bring it Week 9 • Use cardboard, paper, markers, anything you need to make it fun • Present it to the class • Explain your advertisement

29. Creative Advertising Assignment (15 pts.) 2 students (pair work) create a printadvertisement for a green product. The advertisement must include the strategies studied in class. Scores based on: Creativity Advertising strategies Clarity Week 9 (13 January 2011)

30. How to make the ad Strategies • Attracting attention • Arousing desire • Implanting conviction • Stimulating action Use paper, sheets of cardboard, crayons, markers, ANYTHING you need to create your ad! • 10 points from ad, 5 points from participation in contest (reflection paper)

31. What’s a green product? http://www.naturalcollection.com/ http://www.greenpeople.org/ http://www.ecohip.net/

32. Product: Burt’s BeesAd: Print adWhere: MagazineStrategies: Arousing desireAttracting attention Comparison

33. Creative English Advertising Contest27 January 2011, Library Hall • 6 students per group • Bring one 65x49 cm sheet of cardboard, glue, scissors, color pens and anything else. Dictionaries & course documents allowed. • Hint: the product is used on the human body. • Must use 2 out of the 3 materials that will be provided the day of the contest. • 15/15 on advertising assignment • 1 diamond (bring ID card) • AND…I’m a judge!