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PART II

PART II. PITCH – STRUCTURAL PATTERN OF AN AD (attention, confidence, response etc.) NEEDS HIERARCHY AD CONSTRUCTION MODE (MUSIC AND LANGUAGE). THE PITCH – 1,2,3,4,5 - structural pattern of an ad. AIDA – attention, interest, desire, action

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PART II

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  1. PART II • PITCH – STRUCTURAL PATTERN OF AN AD (attention, confidence, response etc.) • NEEDS HIERARCHY • AD CONSTRUCTION • MODE (MUSIC AND LANGUAGE)

  2. THE PITCH – 1,2,3,4,5 - structural pattern of an ad AIDA – attention, interest, desire, action 1. attention getting2. confidence building 3. stimulate desire4. urgency stressing 5. response seeking

  3. HI! ATTENTION GETTING Over 50,000 new TV ads appear each year – compete for attention External attention getting Entertainment: TV executives sell audiences to advertisers Ad Internal: PHYSICAL: sounds sights Cognitive: mind Emotional: s and s

  4. Benetton clothing: real pictures taken by photo reporters Startling images

  5. Squeamish a universal theme sometimes encounters unforeseen cultural barriers

  6. Lemarco Tocilarii.flvBrown sugar – The nerds allusive Subtle or blatantWhy does advertising use sex as an appeal to the consumer KALVIN KLEIN JEANS

  7. Perfumes – Romance, Love affair 1. because it works. 2.the second strongest of the psychological appeals, right behind self-preservation Victoria Secret lingerie – Tell me you love me -

  8. HUMOUR - positive feelings - motivate the recipient to buy the presented product No presentation of a product’s features and advantages. Sensitive products: balding http://www.myvideo.ro/watch/4780287 http://www.myvideo.ro/watch/4780289 - Milky bars http://www.youtube.com/watch?v=LF8GLysjoa4 white board – Indian change

  9. Funny commercial - How to end an argument Cossacks 2 Napoleonic Wars si aduce in plus multe dintre bataliile europene ale secolului 19. Jocul http://www.youtube.com/watch?v=J9KPR_YpuN0

  10. TRUST ME: CONFIDENCE-BUILDING Aristotle (Rhetoric): the most effective means of persuasion was the ethos,imageprojected by the persuader Evaluation of persuader expert sincere benevolent Ads: Different presenters: authority (Sensodine), friend figures Confidence words and nonverbals (smiles, gestures),

  11. 3. YOU NEED ME: DESIRE STIMULATING ENTICE PRODUCT-CENTERED - Glamorizing the product the product as hero "puffery,sellers talk" which uses superlatives, vague generalities, subjective opinions, and one-sided praise. GLITTERING GENERALITIES

  12. Quality: excellentexceptional ultimate ultra extraordinary finest urgencyappeal: "Hurry... only a few left." Beauty: heavenly lovely nice

  13. Desire stimulating AUDIENCE-CENTERED benefits promised to the buyers prestige popularity sex appeal ENDORSEMENTS - imitation/Prestige identification. Transfer or Masculine/Feminine Appeal. How does this work?

  14. impression of a “perfect person”. Yousee the “perfection” in the ad, and the message you get is that you will “transfer” the qualities to yourself. http://www.youtube.com/watch?v=uU_8RTZFok0&feature=related Nike--makes you more athletic; Jordan: young men would like to be as skillful as Jordan; the ad implies that part of his skill derives from the brand of athletic shoe he wears http://www.youtube.com/watch?v=nXYEw6t2o_M Nadia Comaneci: Adidas: psychological appeal: imitation http://www.youtube.com/watch?v=PubRlPnZBUo Linda Carter –Mabelline – more beautiful

  15. PSYCHOLOGISTS:Ads appeal to our needs:Maslow’s hierarchy Ads appeal to Greed fear lust vanity

  16. Snob Appeal Luxury and Elegance a feeling of envy or desire for this “fine” product. See where it takes you

  17. Search for Adventure buying the product will change your life

  18. Too Fat/Too Thin/Less than Perfect dissatisfied with how you look Skinny And Wasp-waisted

  19. Romance “Take my hand. DiscoverBora Bora perfume” Fragrances, automobiles, cosmetics

  20. Bandwagoneverybody” is doing it, appeals to you to be a part of the “in” crowd (gregarian) http://www.youtube.com/watch?v=vd15YVb2M6M – M.Jackson As you watch - what are the characteristics of this “generation”? http://www.youtube.com/watch?v=ItbBWXesGpg http://www.metacafe.com/watch/246535/pepsi_generation_next_commercial/

  21. Hurry: Urgency stressing urgency claims seek an emotional response: to rush us to buy something to believe something withoutcareful thinking urgency appeal creates an anxiety that we might lose a benefit ? How do we signal that something is urgent?

  22. WORDS: Limited Offer; Never Again; Time running out; Time-sensitive material; Today Only; Weekend Sale; You must respond within 24 hours NONVERBAL: sights and sounds) in the background suggesting urgency: staccato sounds, clocks ticking, timers clicking, hourglass sands draining, drums beating, fast-talkers, auctioneer's chatter, disappearing items, or shrinking stocks

  23. Buy – response seeking triggering words Buy, Get, Select, Order; TAKE A first step: call….; use the product: taste, feel, enjoy, experience

  24. Disclosure lawsare government regulations or rules (Disclaimers) Disclosures are the "small print" (often unreadable by most people) and the "fast talk" on TV and radio complaints relate to people not reading the "small print packaged foods, for example, must disclose the ingredients Alcohol (beer, wine) and cigarettes must carry health warnings

  25. AD CONSTRUCTION

  26. HEADLINE - draws attention, incites to reading + well targeted ATTENTION ask a question short, snappy and must touch the people that read it must affect the reader emotionally, either by making them laugh, makingthem angry, making them curious or making them think !!! avoid a headline longerthan fifteen words. People just don’t read as much as they used to.

  27. BODY COPY Stimulates interest, explains: draws attention to the benefits of the product rather than focusing solely on the features. "what's in it for me?" easy to understand, honest Magazine readers tend to dwell on the contents for longer than newspaper readers

  28. Positionyour copy beneath the headline - createa visual continuity Subheads : If you have lots of copy, break it up with interesting subheads This will make your ad more inviting, more organized,and easier to read

  29. SLOGAN Motto – encapsulates – remember Short slogans and jingles - designed to be easily remembered and repeated Ads have a limited "life" (six months or so) but, often, a long after-life ? Brainstorming: recalling slogans

  30. MODE – Choice between 3 means of communication: MUSIC, PICTURES, LANGUAGE Visuals imply: they implicitly suggest much more than words explicitly say. don't say IMAGES do not require a lot of thinking the brain likes colour stimulate the senses (food

  31. Visuals are edited Angle = direction and height from which the scene is taken Eye-level = ? (factual) Looking down = ? (viewer is more important, detachment) Looking up = ? (the subject’s importance

  32. MUSIC Language message: http://www.youtube.com/watch?v=QzvYymGEuhsSubaru – Dust in the wind Jingle bank (explicatii – pot fi folosite) http://www.jinglebank.com What does the music connote: (musical soundtracks) Cheerfulness – http://www.youtube.com/watch?v=tcXQimc6Fiw&NR=1 (Coca Cola) http://www.youtube.com/watch?v=1jbOHpplUnU (Pepsi) http://www.youtube.com/watch?v=UirmvNktkBc(hp) Listen to: Blue Danube walts http://www.youtube.com/watch?v=r0VUXLsBSjo What product would you advertise using it? http://www.youtube.com/watch?v=uCBG2YRFG78&feature=related Internet provider – Bisset – Carmen operah

  33. sound - creates what is called "the theatre of the mind.": conjure in the listener's mind images and actions that don't necessarily existTrust, comfort:http://www.youtube.com/watch?v=IajOINu0V2Y (mastercard: Come home) create the background conveys message (lyrically) contribute to memorability help in forming brand identity – people associate different sounds with different brands: jingles (Always CocaCola)

  34. LANGUAGE Words can obviously make people react mother, patriotism, truth, God, Allah, vomit, dentist ?? dog ( loyalty, dirtiness, friendliness, inferiority

  35. Repetition is the golden rule of advertising comfortable with thefamiliar(favorite songs repeated, cans One-shot ads seldom work. In fact, research indicates that the average consumer ignores two out of three ads and requires nine exposures before they readily remember an ad. to run your ad several dozen times to make an impact At&T on You Tube

  36. Dangling Comparative "Our toothpaste tastes better." The comparison is never finished except in the minds of the audience.

  37. Rhyme and alliteration help memory alteration of proverbs: Thirst come, thirst served Slogans with proverbial structure: Buy now, pay later! Get more, worry less! Work smarter, not harder

  38. DEPARTURES FROM NORM Misspellings : provodkative Puns: I’m More satisfied! Ungrammaticality: B&Q it! I’m lovin’ it

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