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Transcript of Advertising
The altering of the truth Creates false expectations
Whats so punny?
Advertising is the art of convincing people to spend money they don't have for something they don't need.
Colour in Advertising
Humour in Advertising
Many of the most memorable ad campaigns around tend to be funny. Advertisers use this strategy to attract customers to their product.
Humor in advertising tends to improve brand recognition, but does not improve product recall, message credibility, or buying intentions. In other words, consumers may be familiar with and have good feelings towards the product, but their purchasing decisions will probably not be affected.
Photo manipulation (also called photoshopping or—before the rise of Photoshop software—airbrushing) is the application of image editing techniques to photographs in order to create an illusion or deception after the original photographing took place.
25 March, 2014
Vol XCIII, No. 311
Advertising is involved in:
Why do we advertise?
Pulling on your heartstrings
Selling Goods and Services.
Teaching Social Values and Awareness.
Studies show that people rely on emotions, rather than information, to make brand decisions -- and that emotional responses to ads are more influential on a person’s intent to buy than the content of an ad.
The act or practice of calling public attention to one's product, service, need, etc., especially by paid announcements in newspapers and magazines, over radio or television, on billboards, etc
Simply put, effective advertising works. Successful businesses are usually consistent and aggressive advertisers.
Consistent advertising gives you an advantage over competitors who reduce or eliminate their advertising. A survey of more than 3,000 companies found that advertisers who expanded or at least maintained a steady level of advertising over a five-year period saw their sales increase an average of 100%, whereas companies that reduced advertising grew at less than half that rate.
Doctoring photographs has been around almost as long as photography itself, but as digital imaging hardware and software has both advanced and come down in price, the practice of digital image manipulation has become much more commonplace and faked photos are becoming harder to detect.
In fact, digital photo manipulation -- commonly referred to as 'photoshopping' -- has recently become a popular pastime, and many consider this photographic fakery to be a new art form. But when it works its way into photojournalism and the media, the issue of ethics comes to the forefront. How far can we take digital image manipulation and still maintain photographic integrity?
The best colours for advertising are those that make people comfortable or excited; knowing which colour does that depends on what is being advertised. Colour schemes can be put into three categories: warm, cool, and black and white. Warm colours include red or yellow, while cool colours are blues and greens. Many corporations choose cool colours because blues and greens are generally associated with knowledge and understanding; other companies choose a black and white ad for a clean look.
Bright red, orange, and yellow are warm colours and they stimulate excitement. Virtually all logos, advertisements, and menus of fast food companies rely on the extensive research that has been done. Warm colours are some of the best colours for advertising food as they are known to increase hunger. Many restaurants and fast food chains use primarily red and yellow in their advertising.
Besides knowledge and understanding, some blues are also associated with tranquility. As a result of these peaceful feelings, the colour blue can actually slow a person's heart rate and reduce appetite. Shades of light blue are some of the best colours for advertising medicines and other health products. Light blue can have a calming effect on people and is associated with health and healing.
Audiences like to be entertained, but not pitched. People will pay more attention to a humorous commercial than a factual or serious one, opening themselves up to be influenced. The key to funny advertising is assuring the humor is appropriate to both product and customer.
One of the major keys to a successful humorous campaign is variety, once a commercial starts to wear out there's no saving it without some variation on the concept. Humorous campaigns are often expensive because they have to be constantly changed. Advertisers must remember that while making the customer laugh, they have to keep things interesting, because old jokes die along with their products.
The balance between funny and obnoxious can often be delicate; and a marketer must be certain the positive effects outweigh the negative before an advertisement can be introduced.
Laws to protect, ways to avoid
Protecting and Avoiding
Ads: everywhere, all the time
The Future: where are we going?
Many a small thing has been made large by the right kind of advertising.
How far is too far?
Ethics in Advertising
Advertising harmful products as good ones
Targeting a vulnerable audience
Changing cultural values for profits
Setting unrealistic standards
Placing profits before people
Disguised and subliminal ads
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half'
Average ad blocking rate
Advertising industry is evolving each day and the ones who do not keep up with the trend will face loss in their business.
If you aren't on the Internet, you don't exist.
The trends show that the customers' behavior has changed to the benefit of the Internet.
If they use it...
Celebrity endorsements can reap huge rewards for a brand. Yet they have numerous pitfalls that companies should consider before developing an endorsement program.
Help people remember ads.
Celebrity endorsements can improve ad recall.
Make people believe the product contributes to superstar status.
Mobile One uses NASCAR superstar Tony Stewart to endorse its brand, which leads consumers to believe that Motor One oil contributes greatly to the performance of his car—and his success.
Research from Charles Atkin and Martin Block suggests that “celebrities may help advertising stand out from the surrounding clutter.”
Brands are important company assets. Advertisers need to select celebrities who represent the image and promise of their brands. Not all celebrities fit with all brands.
Celebrities make mistakes. And when they do, they can affect the brands they endorse.
Celebrities become overexposed.
At the height of Tiger Woods’ popularity, he endorsed over ten companies at once. When a celebrity works with so many companies, the celebrity’s credibility may suffer. People may feel that the celebrity will endorse anything to make a buck.
Celebrities can overshadow brands.
Consumers may focus on the celebrity, not the product. David Beckham endorses a number of companies, which feature him prominently in print advertising. However, his image as the focal point of advertising devalues many products. Do you remember the brand or do you remember David Beckham?
Watch less TV.
The major point of TV is to get you to buy something. Seeing other’s fantasy lives doesn’t help you feel better. A study from the University of Maryland found that unhappy people watch 20% more TV than happy people. This was after analyzing 34 years of data from more than 45,000 people. Happy people spent more time socializing, reading, doing activities outside work.
Be aware when reading magazines.
Everything in the magazines are airbrushed. That gorgeous Martha Stewart meal was prepared by actual cooks. Keep saying to yourself, “It’s not real.” Better yet, quit reading them.
Advertisers like to make you laugh.
They know when you laugh, you feel good. And when you feel good while watching their ad, then you associate feeling good with their product.
New is not always better.
In fact it may not be new, just re-packaged.Do your research before deciding if this new product is better. Same with upgrading to the newest technology. If the technology is working for you, why don’t you hold off on upgrading?
The world is going mobile. Our devices are smart and have a lot of sensors within them. Ads can take use of built-in GPS, gyroscope, motion coprocessor, accelerometer, compass, motions, gestures and more.
Today, around $13.1 billion are spent on mobile ads a year and by 2017 it is predicted to reach $42 billion.
U.S. mobile ad spending more than doubled from 2012 to 2013, and eMarketer predicts strong growth of more than 50% in 2014. While mobile marketers have for years been championing the idea of 'the year of mobile,' it appears their day has finally come.
Nearly 30% of all web traffic is coming from smartphones and tablets.
Susan Wojcicki, Googles senior vice president of advertising, points towards the future of advertising.
1) Choice: Ad views will be voluntary.
2) Control: Users will participate in the ecosystem if we provide enough value and control.
3) Charm: Ads will be more interactive and beautiful.
4) Connected: Ads will help people live their lives on the go.
5) Calibration: All ads will be measured. Clicks will be only one type of measurement.
We want to move to a model where the user is choosing to view an ad, she says.
In order to serve things that are relevant to me, you (ad folks) need to know something about me, she says. It’s really important that the ads are relevant and useful. We know this works.
Scale is the important word here. One format we’ve been working on is engagement ads, which give you an opportunity to be more creative.
Users have multiple devices, their lives are fragmented across many devices. The devices are blurring into each other.
Measuring ads means measuring impact. People viewing ads will only be one form of measuring advertising effectiveness.
Just turn the other way
“Humans see what they want to see.”
― Rick Riordan,
The practice or act of intentional and blatant avoidance, disregard or disagreement with facts, empirical evidence and well-founded arguments because they oppose or contradict your own existing personal beliefs.
Many times it is practiced due to laziness--people not wanting to have to do the work to rethink their opinions, the fear of the unknown, the fear of being wrong, or sometimes simply close-mindedness.
Sex and Gender
Boys are from Mars, girls are from Venus?
•Women were 4 times more likely than men to not have a speaking role
•Women were 3 times more likely than men to be presented as a product user rather than an authority
•Women were 3.5 times more likely than men to be presented at home or in a domestic environment (vs. at work)
•Women were 2 times more likely than men to be associated with domestic products like body care and home goods.
Men and women are often represented differently in advertising. Men are often shown alert and conscious of their surroundings, standing upright, eye open, bodies controlled, a mean expression on their faces, gripping things tightly in their hands, hands in pockets, serious and physically active. Women, on the other hand, are often shown touching themselves, caressing objects, lying on the floor, sitting in a bed or on a chair, with their eyes closed, not alert, confused, vulnerable, body contorted, dressed like children, holding an object or a man for support, as sexy or sexually available, seductive and playful.
In the past, the patriarchy was a dominant family model. Through the ages men have been considered to be financial providers, career-focused, assertive and independent, whereas women have been shown as low-position workers, loving wives and mothers, responsible for raising children and doing housework.
Nowadays a family model is based rather on a partnership than on patriarchy and women have more rights and possibilities on the labor market. Feminist environment had a significant impact on the change in this situation. Women’s liberation movement fought for the rights of women and for redefining traditional gender roles. They claimed, that there should be no distinction between typical masculine and feminine occupations, and that traits of character should not be ascribed once and for all to one gender.
Simply put, sex in advertising is the use of sexually provocative or erotic imagery (or sounds, suggestions, and subliminal messages) that are specifically designed to arouse interest in a particular product, service or brand.
Typically, sex refers to beautiful women (and increasingly, handsome men) that are used to lure in a viewer, reader or listener, despite a tenuous a non-existent link to the brand being advertised.
There's a fine line, and all too often these days brands are stepping way over it. Consumers are human, they will respond, but they're also smart, well-educated people who will soon realize that they're being manipulated.
People may buy your product one or two times due to advert, but if the product isn't any good, you won't hold onto the customers for long. Not only that, they'll feel cheated, talked down to, or outright patronized. And that will take a much greater effort on the part of the advertiser to regain that trust.
Photoshop and re-touching give an unrealistic expectation of how to attain society’s idea of beauty and perfection. Photoshop can create unrealistic beauty expectations, that lead to negative body issues in both boys and girls.
"I try not to look in the mirror very much — you can’t wake up and expect your body to be different than it was last night. You’ve got to realize that you’re living for yourself, not for other people. Nobody’s perfect. "
2014, the Institute of Neuroscience and Psychology published research stating that the distinction between four of these emotions were based on social interactions and constructs. Instead, human emotion is based on four basic emotions: happy, sad, afraid/surprised, and angry/disgusted.
Brands want to be associated with smiling, laughing, happy customers, and positivity has been shown to increase sharing and engagement. A study in 2010 of the most-emailed New York Times articles found that emotional articles were shared more often, and positive posts were shared more than negative ones.
In the past few years, as brands have recognized the popularity of emotional content, more and more companies have focused on creating inspirational and moving ads.
Fear is a natural instinct -- one that helps us to react appropriately to threats to increase our chance of survival. A lot of scare-vertising tactics can be seen in commercials to prevent drunk driving and cigarette smoking. The World Wildlife Fund is one brand known for its controversial and fear-inducing imagery.
Most people think that it is best to avoid anger -- it’s a negative emotion that will cause negative associations. But in some cases, anger can wake people up and spur action. We become angry when we see another person hurt or an injustice. Disgust and frustration can cause us to reconsider our perspective and ask important questions.