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ADVERTISING BRING OUT YOUR CRITICAL SIDE

MATERIAL TO BE PROJECTED. ADVERTISING BRING OUT YOUR CRITICAL SIDE. PRESENTATION AND EXERCISES. POWER POINT 1. 1. ¡DESPIERTA El OJO CRÍTICO!. ADVERTISING FACT OR FICTION?. What is advertising for? Do we analyse what advertisements say? That’s what we are going to do now.

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ADVERTISING BRING OUT YOUR CRITICAL SIDE

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  1. MATERIAL TO BE PROJECTED ADVERTISING BRING OUT YOUR CRITICAL SIDE

  2. PRESENTATION AND EXERCISES

  3. POWER POINT 1 1 ¡DESPIERTA El OJO CRÍTICO! ADVERTISING FACT OR FICTION?

  4. What is advertising for? Do we analyse what advertisements say? That’s what we are going to do now. We are going to work on advertising to become more critical with what we see.

  5. PAUSE FOR THOUGHT… Do we analyse what we see or do we only see it? Is everything we want and wish to have necessary or does the advertising make it necessary? Are we influenced by advertising?

  6. Advertising is • Dictionary definition Communication system • Objective: spread and disseminate news, advertisements and commercial content to  attract attention to make people purchase a product or service.

  7. Before analysing it, we should know what advertising is: Is advertising only about SALES? NO • INFORMS about the product • SUGGESTS an idea • CAPTURES ATTENTION to reach the audience • WINS OVER AND PERSUADES using a message

  8. Advertising is made up of these elements: ADVERTISING AGENCY MESSAGE (advertisement) PRODUCT TARGET PUBLIC POSTING ENTITY It is a PROCESS in which the posting entity hires the advertising agency  designs a message that will reach the target public media.

  9. AIM AND PURPOSE WHAT IS ITS USE? • Informative: characteristics of the product/service • Economic: it regulates production-consumption • Financial: it finances the media • Persuasive: it convinces us that the product or service is necessary

  10. POWER POINT 1 2 ¡DESPIERTA El OJO CRÍTICO! ADVERTISEMENT. ELEMENTS

  11. PAUSE FOR THOUGHT… Can you recall any products you have bought because you liked the advertisement? Why did you like it? Because of the colour, story or characters? Apart from what can be seen: What else draws your attention to an advertisement?

  12. PAUSE FOR THOUGHT… Are the images they show real? Do they tell the truth? Are they providing full information or hiding defects? What do they sell, just the product or are they try to create new needs?

  13. Now, you are going to become advertisement analysts… Look at both sides… • DESIGN and APPEARANCE: What can be seen B)STRATEGIES: What cannot be seen

  14. A) DESIGN AND APPEARANCEWhat can be seen is… • Product • Slogan • It is a phrase that is used repeatedly

  15. A) DESIGN AND APPEARANCEWhat can be seen is… • Type of image • Artistic • Photographic / realistic • Staging • Stage or decorate • Elements • Light • Colour

  16. Let’s see what you know about colours… EXERCISE Try to link these colours to their meaning with an arrow. click here to do the exercise

  17. EXAMPLESWhat is the main colour?

  18. EXAMPLESWhat is the main colour?

  19. EXAMPLESWhat is the main colour?

  20. B) Strategies and MECHANISMSWhat cannot be seen • Audience: Kind of people and age of people it is targeting • Appeal and talismans Society values or what it takes to achieve success Some subjective interpretation strategies for persuading: • Eroticism or sensuality… • Love, friendship, family… • Elegance and comfort… • ….

  21. POWER POINT 1 3 ¡DESPIERTA El OJO CRÍTICO! HOW DO THEY SELL IT?

  22. Put all the elements together and… Lets start analysing as a group!

  23. ADVERTISEMENT A)DESIGN AND APPEARANCE • Product: • Slogan: • Characters: • Type of image: • Staging: • stage: • elements: • Light: • Colours: B) Strategies and MECHANISMS (What cannot be seen) • Type of image: • Staging: • Colour: C) How do you interpret it? • Audience: • Interpretation:

  24. STATIC ADVERTISING

  25. STATIC ADVERTISEMENT A)DESIGN AND APPEARANCE • Product:Heinz Ketchup • Slogan: “No one grows Ketchup like Heinz” • Type of image: artistic and photographic • Staging: • stage: red background • elements: slices of tomato • Light: central • Colours: luminous. Red: dynamism, passion, youth, it brings tomatoes to mind B) Strategies and MECHANISMS (What cannot be seen) • Type of image: The bottle of ketchup is made up of slices of tomato  this ketchup is healthy as it only contains tomatoes • Staging: Using red makes us think of tomatoes. The tomato slices making up the ketchup bottle are disorganised  fun • Colour: The main colour is red, as it wants to link the advertisement to the tomatoes and being healthy. C) How do you interpret it? • Audience: young people • Modernity: design • Fun: it uses the tomato slices to make the ketchup bottle • Explosion: explosion of movement as the slices of tomato are disorganised

  26. SPOT • Video: click inside TV to watch the video

  27. SPOT A) DESIGN AND APPEARANCE • Product: Soda stream • Slogan:Set the bubbles free • Type of image:Realistic, not artistic • Staging: • stage: Street, a supermarket. • elements: Two trucks, 2 trolleys, the supermarket and the machine and stuff to make the soft drink. • Light: Natural and dark light in the street with light focussed on the Coca-Cola and Pepsi drinks. Artificial light for the supermarket and the soft drink machine. • Colours:Neutral colours, stressing the red of the Coca-Cola and the blue of Pepsi. The brand has no characteristic colour. B) Strategies and MECHANISMS (What cannot be seen) • Type of image: The soft drinks explode when somebody makes their own soft drink  “Soda stream” makes other soft drinks worthless. • Staging: Less sophisticated background at the supermarket scenes and smart, modern and relaxed background inside the house  contrast C) How do you interpret it? Audience: All types of audience, Interpretation: Discrediting Coca-Cola, Pepsi and industrially produced soft drinks, as anyone can make their own soft-drinks at home.

  28. POWER POINT 1 4 ¡DESPIERTA El OJO CRÍTICO! ADVERTISING AGENCY

  29. EXERCISE You are going to become a advertising agency for a day. Are you ready?

  30. Group 1 Static advertising

  31. Group 2Spot • Video: click inside TV to watch the video

  32. POWER POINT 1 5 ¡DESPIERTA El OJO CRÍTICO! SEVEN RECOMMENDATIONS

  33. FIRST Nothing is what it seems. Reality often differs greatly from what they want us to believe.

  34. SECOND Do not believe everything you see. Find out more for yourself and think!

  35. THIRD Get to know your rights and your responsibilities as a consumer…

  36. Respond to real needs and not to whims, ostentation, or urges to be in the limelight FOURTH

  37. FIFTH Do not buy on appearance, but because something is useful

  38. SIXTH Do not forget to read the fine print and the terms of use.

  39. SEVENTH Do not be easilywon over. Demonstrate your intelligence!

  40. Before ending… Here it is a good advertisement: "Embrace Life" Click on the title to see it If you are not able to see it, try the following link: http://www.embracethis.co.uk/

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