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Adult ESL - Intermediate / Advanced Upper Waystage to Mastery


on 9 March 2011

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Transcript of Advertising

ADVERTISING What are the different types of advertising ?
Billboard (outdoor) Television Radio Internet Product placement Celebrity Endorsement Advertising Techniques Print media Word of Mouth GOALS inform remind persuade Advertising Media Attention
Action A I D A The Bandwagon Effect People often do and believe things merely because many other people do and believe the same things. People may tend to remember an ad if it makes them laugh. They may purchase the product because of the positive association with it. Exaggeration is often used in a humerous way. Humor & Wit Nostalgia Wishful affection for the past, typically for a period or place with happy personal associations.
('the good old days') Advertisers hope that the positive words, images or ideas they use to present their products will become associated with the product or the user in the mind of the audience Transfer The suggestion that the use of the product makes the customer part of an elite group with a luxurious and glamorous life style e.g. a coffee manufacturer shows people dressed in formal gowns and tuxedos drinking their brand at an art gallery. Snob Appeal Statistics / Fact & Figures Statistics and objective factual information is used to prove the superiority of the product e.g. a car manufacturer quotes the amount of time it takes their car to get from 0 to 100 k.p.h. Beautiful images or sounds are used to capture our attention.

olfactory marketing Sense Appeal * (smell) Advertisers make the suggestion that the product is a practical product of good value for ordinary people. e.g. a cereal manufacturer shows an ordinary family sitting down to breakfast and enjoying their product. Plain Folks (Ordinary people) The suggestion that some almost miraculous discovery makes the product exceptionally effective e.g. a pharmaceutical manufacturer describes a special coating that makes their pain reliever less irritating to the stomach than a competitor`s. Magic Ingredients Incomplete Comparison A misleading argument popular in advertising. For example, an advertiser might say "product X is better".
Better than what?
This is an incomplete assertion, so can't be refuted. Antibacterial Soap All soap is antibacterial The Duracell Bunny Panasonic Sony http://prezi.com/_imdlysjmzze/advertising/
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