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Transcript of Analysing Advertising
/WHERE Lines of Appeal The Language of Advertising Colour in Advertising According to Gillian Dyer (Advertising as Communication Routledge 1988) advertisers use, among other techniques, the following lines of appeal. They use images of or references to these things to tap into our desires - and fears: The purpose of advertising language is to persuade. Whereas the slogan and the image can be humorous or attention-grabbing, the body copy is always to extoll the benefits of a product and thus persuade the audience to buy buy buy! the advert is aimed at is being advertised and WHAT is specifically highlighted about the product this helps sell a product / WHEN/ this advert might appear in order to reach its target audience & •Happy families - everyone wants to belong
•Rich, luxurious lifestyles - aspirational
•Dreams and fantasy
•Successful romance and love
•Elite people or experts
•Art, culture & history
•Nature & the natural world
•Beautiful women - men AND women like looking at beautiful women, so the thinking goes: men admire them, women admire what makes the men admire them.
•Self-importance & pride
•Comedy & humour
•Childhood - can appeal to either nostalgia or to nurturing instincts
hurry Most persuasive words ... David Ogilvy (Confessions of An Advertising Man) These words act as triggers to interest audiences in a product. They are also over-used, and may, these days, be counted as clichés.
Advertising makes use of a direct mode of address (the most commonly used word in advertising is 'YOU') and short, active words. Read a list of the most commonly used adjectives and verbs.
When analysing an ad you have to identify the key persuasive words and consider their effect on an audience. Be critical: are the advertisers taking a tried and tested approach or are they being original? Does the approach work?
What it means: Red is the color of power and passion. Haller says it can also be linked to excitement, energy, and physical courage.
Which brands use it: The Virgin Group is one of the biggest, most powerful brands in the world. Even when they were just starting out, Richard Branson was smart to use red to convey confidence and energy. Coca-Cola is another big brand that uses red in its lettering. Recently, French shoemaker Christian Louboutin SA won the right to trademark the brand’s distinctive red soles after suing Yves Saint Laurent.
Read more: http://www.businessinsider.com/branding-and-the-psychology-of-color-2012-12?op=1#ixzz2SDkR1aIM GREEN Brands use red when they want to be seen as powerful, passionate companies. RED Some brands are instantly recognizable by a single color.
The color a company uses to brand itself conveys how trustworthy they are to consumers, the quality of their products, and much more. Brands use green to show their youthfulness and love of Mother Earth. What it means: Green is the color of money and envy, but it also signifies the environment, Mother Earth, and universal love, Haller says. Green is attractive to youth and to those who enjoy life.
Which brands use it: The green mermaid on the center of every Starbucks cup is intended to brand the coffee company as one that is young and Earth-friendly. Starbucks is proud of its responsibility to the environment and its fair trade coffee products. Garnier Fructis is another green-colored brand, whose shampoos and other hair and body products jump off the shelves
Read more: http://www.businessinsider.com/branding-and-the-psychology-of-color-2012-12?op=1#ixzz2SDq8Qqhp BLUE Brands use blue to seem calm and logical. What it means: Blue represents “trust, integrity, and communication,” Haller says. However, the use of the wrong tone of blue “can make a brand appear cold, aloof and unapproachable.” Blue relates to the mind, so consumers associate it with logic and communication. It’s also serene, like the ocean, and calming to look at.
Which brands use it: The major social media companies—Facebook, Twitter, LinkedIn—use blue as their primary brand colors. Haller points out that the lighter blue of Twitter also “expresses the fun side of social media, given the high amount of yellow undertone.” Tiffany & Co. is also immediately recognized by its trademark teal blue.
Read more: http://www.businessinsider.com/branding-and-the-psychology-of-color-2012-12?op=1#ixzz2SDqid53m PURPLE Brands use purple to seem luxurious and whimsical. What it means: “Quality, luxury, and decadence” are all associated with purple, says Haller, as is royalty. However, it can sometimes come off as tacky, too whimsical, or not in touch with reality, and depending on the company, this can be detrimental to the message the brand wants to send.
Which brands use it: Cadbury’s trademark purple pairs well with its rich chocolate products. Pop singer Prince is also known for being decked out in purple.
Read more: http://www.businessinsider.com/branding-and-the-psychology-of-color-2012-12?op=1#ixzz2SDsinIj5 BLACK Brands use black to signify exclusivity and glamor.
What it means: Like purple, black can also be seen as a luxurious color. “Black, when used correctly can communicate glamour, sophistication, exclusivity,” Haller says. Black is a color you take seriously.
Which brands use it: The gold and black logo of invitation-only sample sale site Gilt Groupe says nothing if not ‘exclusivity.’ Chanel and Yves Saint Laurent are also black-sporting brands. YELLOW
Brands use yellow to show that they're fun and friendly.
What it means: Brands that use yellow are “expressing a personality of happiness, optimism and friendliness.” Yellow is also the most visible color in daylight, says Haller, making it difficult to overlook brands that use the color.
Which brands use it: McDonald’s uses yellow in the big yellow ‘M’ raised high above the streets. Contrasted against a blue sky, it pops out at people driving by. IKEA also uses yellow in order to tell consumers that shopping at IKEA is a fun, happy experience. PINK
Brands use pink to show that they're sweet or sexy, depending on the pink.
What it means: Pink may be an obvious color to associate with certain qualities. Pink stands for femininity, as well as “love, nurturing, and caring.” A lighter pink is sweet, usually marketed towards little girls, whereas a brighter pink holds sex appeal.
Which brands use it: Victoria’s secret is a prime example of a pink-branded company. They even have a line of products called PINK. Many charities related to breast cancer, such as Susan G. Komen, color themselves pink, along with the recognizable awareness ribbons worn during Breast Cancer Awareness month. /WHO
/WHERE the advert is aimed at is being advertised and WHAT is specifically highlighted about the product this helps sell a product / WHEN/ this advert might appear in order to reach its target audience firstname.lastname@example.org http://prezi.com/nmo9d5dumfya/analysing-advertising/