Advertisements

1. Advertisements

2. What does this advertise?

3. What are the clues which tell you what it advertises? • Why 3 million people? • Why is the picture of a woman used? • let us see what it advertises………………………………………………………

5. What draws attention?

6. Parts of an advertisement-hook HOOK Hook is anything which attracts the initial attention of the viewer/reader What is a hook? What is the hook? The picture? The word bikini? Why?????????

7. Where is the slogan???? Slogan is a catch phrase used in association with a product…..

8. Slogan • The text is usually kept to a minimum • The most prominent text is the slogan • The slogan, or tagline, should be short, catchy and poignant, because the audience’s attentions span is usually brief and fleeting.

9. Copy • Ads sometimes offer a small story. • Volkswagen is famous for its large simple images of Volkswagen as. “Lemon” describes the rigorous safety controls through which the cars must pass before they are sold.

10. Signature • Traditionally, ads show a product and the company name, though this is not always the case. • These days Internet addresses are used more and more as the signature for an ad.

15. Advertisements are a special type of persuasive writing. Their purpose is to sell a product or a service. They do this by aiming at a particular type of customer. They use carefully chosen, positive language. They appeal to some aspect of the reader’s personality.

16. Happier Healthier They try to make the reader believe that their product will make them: More comfortable Slimmer Successful More fashionable Morebeautiful Moreintelligent Lessstressed The envy of all their friends!

17. They use carefully chosen language to appeal to their target audience. The Best Number One Special Offer Fun Genuine Free! Cool Latest Fashion Exclusive Cheaper Bargain Smart The Total Experience Look No Further Guaranteed Result

18. How do they attract your attention and stick in your memory? • They can use humour to get you in a good mood; • They ask questions to hook you in; • They appeal to your senses; • They use alliteration, rhyme or a play on words to create a memorable slogan; • They persuade you to imagine yourself using their product; • They make you feel special.

19. Some ads try to sell you something you really need. This ad presents the Tata Nano as a fuel-efficient car. The target audience is people in India who are in the market for buying a new car, may not have even considered fuel efficiency This ad convinces them of a need they were not yet aware of. Good advertising knows how to blur the line between needs and wants. Problems and Benefit: Identifying a problem and offering a solution

20. Counter-advertising • Efforts have been made to raise awareness of the adverse effects of corporate advertising and marketing • Anti-smoking ads

21. Bandwagon effect An allusion to the kind of float or wagon in a parade that carries many happy people; in its figurative sense, it describes what happens when something becomes popular quickly as people follow the examples set by others.

22. Testimonials Testimonials are statements from ordinary people, recommending a certain product.

23. Image • Image: Advertisers rely heavily on the saying An image is worth a thousand words. • The placement of an image in relation to the text is crucial as readers normally scan and digest an ad within a matter of seconds. • People often want to imitate what they see in ads. • Contrast is also an important factor to keep in mind when working with image.

24. Association • Association is the technique of linking products closely with certain values. • In order to achieve association in an ad, the placement of a product is very important. • These ads are carefully constructed to appeal to the emotions of the audience.

25. Celebrities • The premise for understanding endorsement is that people want to identify with the individuals they see in ads.

26. Anti-ads • The car manufacturer Volvo has the slogan There is more to life than a Volvo • Startles the reader at first—this slogan draws our attention to the conventions of advertising, and then it breaks them. • It says “Your life and safety are more important to us than this advertising campaign.”

27. Anti-ads • Another company who has been famous for breaking all the advertising rules is the clothing company Benetton. • They do not show the company’s product • Raise awareness

28. Pastiche • Pastiche is another way of drawing attention to a cultural value. • It also makes use of imitation, but not by obviously parodying a particular genre and could almost pass itself off as a genuine example.

29. When advertisers use association, they attempt to associate their product with the people, values and lifestyles depicted in the ads. Associations are positive and rely heavily on the visual image created in the ad, but the text enforces the association. Products are commonly associated to: • wealth / luxury • fame / prestige • happiness • success • youthfulness / health • excitement / adventure / risk • patriotism • independence / individuality / non-conformity • love / romance / sex