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8 Advertising techniques

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jyotsna manoj

on 13 May 2014

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Transcript of 8 Advertising techniques

Advertising techniques
8 advertising techniques
Humor

Fear

Bandwagon effect

Shock advertising

Conflict

Testimonials

Problem / benefit

Anti-advertising
What kinds of advertising techniques are used
and to what effects?
What kinds of advertising techniques are used and to what effects?
Fear

- This ad uses fear to warn young adults about the effects

of cocaine. We see the girl deteriorating throughout the

evening, ending up at the wrong places with the wrong people

Testimonial
-
The ad follows one girl. It is her story, which is

meant to convince us to stay off drugs.
What kinds of advertising techniques are used and to what effects?
The bandwagon effect

is a propaganda technique that suggests one should do something because everyone else is doing it. It comes from the idea of a parade, where happy people go by on bandwagons and people in the crowd have the urge to 'hop on'.
Shock advertising
is used to gain attention. If an advertisement is controversial, then it gains free publicity through the press and on blogs. Even though this kind of publicity can be negative, it is still publicity nonetheless. Shock advertising leads to brand awareness and an eventual rise in sales.
Including a

conflict
situation in an ad helps sell a product or an idea. This advertising technique relies on the audience's interest in seeing the conflict resolved.
If someone tells you about a personal experience with a product, then you are likely to believe that person. If that 'someone' is a celebrity, you may be even more likely to buy a product that he or she is promoting. This kind of story about a personal experience is known as a
'testimonial'.
If you can convince someone that they have a problem, you can sell them a solution. This is the kind of persuasive technique used by advertisers and politicians, known as the
problem / solution

technique.
An

anti-ad
draws your attention to and makes you aware of the conventions of advertising. In effect anti-ads seems to tell the audience that they are smart enough to see through the tricks played by advertisers.
Humor
-
This ad relies heavily on humor. The joke lies in the misunderstanding between the coast guard man and the sailor aboard the 'sinking' boat. Humor makes the ad memorable.
Problem / benefit
-
This ad shows what kinds of problems can arise when people do not understand each other. Learning English is the solution to this problem.
Fear
- T
he expressions on the child's and mother's face are scared, as they watch their father crash in a make-believe car. They scare the audience into wearing their seat belt.
Problem / benefit
- If you want to prevent your loved ones from getting hurt or killed in a car accident, encourage them to buckle up. The benefit is that you keep your loved one.
What kinds of advertising techniques are used and to what effects?
Fear
- The ad scares us about the consequences of global warming. Planet Earth is at first very pristine but eventually very polluted.
What kinds of advertising techniques are used and to what effects?
What kinds of advertising techniques are used and to what effects?
Anti-advertising -

An older woman is in this ad which

comments on the false reality that advertisers present

to the public. It targets a demographic group that is

rarely targeted by ads: older women.
Shock
-
The sight of men kissing is very shocking for a lot of people.

Bandwagon effect
-
Everyone seems to be joining in the celebration of

love. This joy seems to be contagious.
Written task
-
After studying a particular ad campaign closely, write a letter to its art director, praising or condemning his or her use of various advertising techniques to achieve certain ends.
Propaganda is a form of communication aimed towards influencing the attitude of a population toward some cause or position.
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