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Advertising Techniques What creates the need? “ Buy it for me now!”
Objectives ,[object Object],[object Object],[object Object],[object Object]
Propaganda ,[object Object],[object Object],[object Object],[object Object]
Four qualities that make up a good ad : ,[object Object],[object Object],[object Object],[object Object],[object Object]
Recognizing Propaganda Techniques ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
More Propaganda… ,[object Object],[object Object],[object Object],[object Object],[object Object]
Bandwagon ,[object Object],[object Object],[object Object]
For Example: ,[object Object]
Example: ,[object Object]
Testimonial ,[object Object],[object Object],[object Object],[object Object],[object Object]
Testimonial ,[object Object],[object Object],[object Object],[object Object],[object Object]
Testimonial ,[object Object],[object Object],[object Object]
Testimonial – confessions for Proactiv Solution ,[object Object]
Tiger Woods appears on the box without saying anything
Gap Red t-shirt ads with celebrities ,[object Object],Gap Red t-shirt ads with celebrities Penelope Cruz Steven Speilberg Chris Rock Mary J. Blige
Notes ,[object Object],[object Object],[object Object],[object Object],[object Object]
Notes ,[object Object],[object Object],[object Object],[object Object],[object Object]
Snob Appeal ,[object Object],[object Object],[object Object],[object Object],The Ultimate driving machine
Notes ,[object Object],[object Object],[object Object],[object Object]
Notes ,[object Object],[object Object],[object Object],[object Object]
Plain Folks ,[object Object],[object Object],[object Object],Like a good neighbor …
Notes ,[object Object],[object Object],[object Object]
Notes ,[object Object],[object Object],[object Object]
Patriotism ,[object Object],[object Object],… built American tough
Notes ,[object Object],[object Object],[object Object]
Notes ,[object Object],[object Object],[object Object]
Facts and Figures Statistics ,[object Object]
Facts and Figures ,[object Object],[object Object],[object Object]
Facts and Figures Example ,[object Object],[object Object],[object Object]
Notes ,[object Object],[object Object],[object Object],[object Object]
Expert Opinions ,[object Object],[object Object]
Notes ,[object Object],[object Object]
Logical Appeal ,[object Object],[object Object],[object Object],[object Object],[object Object]
Logical appeal – smarten up
Example ,[object Object],[object Object]
Notes ,[object Object],[object Object],[object Object]
Glittering Generalization ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
More Glittering Generalities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Notes ,[object Object],[object Object],[object Object]
Notes ,[object Object],[object Object],[object Object]
Transfer or Emotional Appeal Positive feelings/desires are connected to a product/user Transfers positive feelings we have of something we know to something we don’t. ,[object Object],[object Object],[object Object],[object Object],[object Object]
Transfer/ Emotional Appeal ,[object Object],[object Object],[object Object],[object Object]
Emotional words ,[object Object],[object Object],[object Object],[object Object]
. ,[object Object],Ad with emotional appeal Expert opinion Emotional appeal – make you look younger
Notes ,[object Object],[object Object],[object Object]
Notes ,[object Object],[object Object],[object Object]
Name - Calling ,[object Object],[object Object],[object Object],[object Object],[object Object]
Notes ,[object Object],[object Object],[object Object]
Notes ,[object Object],[object Object],[object Object]
Repetition ,[object Object],[object Object]
Repetition ,[object Object]
Example ,[object Object],[object Object],[object Object]
Notes ,[object Object],[object Object]
Notes ,[object Object],[object Object]
More Techniques (Advanced class) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
More Techniques (Advanced class) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
More Techniques (Advanced class) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
More Techniques (Advanced class) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Last one!  (Advanced class) ,[object Object],[object Object],[object Object]
Last one!  (Advanced class) ,[object Object],[object Object],[object Object]
Slogan ,[object Object],[object Object],[object Object],[object Object],[object Object],“ Trust Sleepy’s  For the ‘ rest’ Of your life”
1  Whose slogan is:  “Maybe she’s born with it, maybe it’s…”
2  Whose slogan is:  “ I’m Loving It”
3  Whose slogan is:  “We bring good things to life.”
4  Whose slogan is:  “Just What I Needed.”
5  Whose slogan is:  “Working hard to be the only bank you’ll ever need.”
6  Whose slogan is:  “ Have it Your Way.”
7  Whose slogan is:  “Buy it. Sell it. Love it.”
8  Whose slogan is:  “ Live in your world, play in ours.”
9  Whose slogan is:  “Do you have the bunny inside?”
10  Whose slogan is:  “Challenge Everything.”
BONUS
B  Whose slogan is  “Good to the last drop.”
Assignment: ,[object Object],[object Object],[object Object]
1  Whose slogan is:  “Thousands of Possibilities. Get Yours.”
2  Whose slogan is:  “What You Crave!”
3  Whose slogan is:  “Expect More.  Pay Less.”
4  Whose slogan is:  “Like a good neighbor, _____ ______ is there”
5  Whose slogan is:  “Everyday Convenience for People on the Go.”
6  Whose slogan is:  “It’s More Than Just Oil. It’s Liquid Engineering.”
7  Whose slogan is:  “Breakfast of Champions.”
8  Whose slogan is:  “A Diamond is Forever.”
9  Whose slogan is:  “It Won’t Let You Down.”
10  Whose slogan is:  “Think Outside the Bun.”
BONUS
B  Whose slogan is  “You Can Do It.  We Can Help.”
Share the Slogans you found ,[object Object],[object Object],[object Object],[object Object]
1  Whose slogan is:  “Always Low Prices. Always.”
2  Whose slogan is:  “Do Something Different.”
3  Whose slogan is:  “Bold Moves
4  Whose slogan is:  “Depend On Us.”
5  Whose slogan is:  “Outstanding Agents. Outstanding Results.”
6  Whose slogan is:  “When You’re Here, You’re Family.”
7  Whose slogan was:  “It Ain’t Easy Being Cheesy.”
8  Whose slogan is:  “It’s All Inside.”
9  Whose slogan was:  “Make it Real.”
10  Whose slogan is:  “Eat Fresh.”
BONUS
B  Whose slogan is  “Make It A __________ Night.”
Buyer Beware ,[object Object],[object Object],[object Object],[object Object]
Bias and War Propaganda ,[object Object],[object Object]
Know your Audience ,[object Object],[object Object]
Sources ,[object Object],[object Object],[object Object],[object Object]
Sources continued: ,[object Object],[object Object],[object Object]
Magic ingredients “Revives and sustains” 1905
Bandwagon: “6 million drinks a day” 1925
Bandwagon: “It had to be good to get where it is” 1926
Plain folks: “Friends for life” 1935
Snob appeal 1957
Patriotism 1974
Wit and humor 1999
The Hilltop Ad  1971 ,[object Object]
Mean Joe Green  1979
Polar Bears  1993
[object Object],[object Object],[object Object],[object Object],[object Object]
Assignment: ,[object Object],[object Object]
. ,[object Object],Are you an ad detective? ,[object Object],[object Object]
Lets Test What You Know! ,[object Object],[object Object]
More Examples… ,[object Object],[object Object]
Another… ,[object Object],[object Object]
One more… ,[object Object],[object Object]
[object Object]
Testimonial An important person or famous figure endorses a product.
Bandwagon This technique tries to persuade everyone to join in and do the same thing.
Transfer or Emotional Words Words such as luxury, beautiful, paradise, and economical are used to evoke positive feelings in the viewer.
Name-calling Negative words are used to create an unfavorable opinion of the competition in the viewer's mind.
Compare & contrast The viewer is led to believe one product is better than another, although no real proof is offered.
Try Again, find the ad in this game ,[object Object]
Find the ad in this picture. ,[object Object]
Colors ,[object Object]
Engaging Techniques: ,[object Object],[object Object]
Use of humor
. ,[object Object]
 
Commercial Assignment: ,[object Object],[object Object],[object Object],[object Object]

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Advertising techniques

  • 1. Advertising Techniques What creates the need? “ Buy it for me now!”
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14. Tiger Woods appears on the box without saying anything
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29.
  • 30.
  • 31.
  • 32.
  • 33.
  • 34. Logical appeal – smarten up
  • 35.
  • 36.
  • 37.
  • 38.
  • 39.
  • 40.
  • 41.
  • 42.
  • 43.
  • 44.
  • 45.
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  • 48.
  • 49.
  • 50.
  • 51.
  • 52.
  • 53.
  • 54.
  • 55.
  • 56.
  • 57.
  • 58.
  • 59.
  • 60.
  • 61.
  • 62. 1 Whose slogan is: “Maybe she’s born with it, maybe it’s…”
  • 63. 2 Whose slogan is: “ I’m Loving It”
  • 64. 3 Whose slogan is: “We bring good things to life.”
  • 65. 4 Whose slogan is: “Just What I Needed.”
  • 66. 5 Whose slogan is: “Working hard to be the only bank you’ll ever need.”
  • 67. 6 Whose slogan is: “ Have it Your Way.”
  • 68. 7 Whose slogan is: “Buy it. Sell it. Love it.”
  • 69. 8 Whose slogan is: “ Live in your world, play in ours.”
  • 70. 9 Whose slogan is: “Do you have the bunny inside?”
  • 71. 10 Whose slogan is: “Challenge Everything.”
  • 72. BONUS
  • 73. B Whose slogan is “Good to the last drop.”
  • 74.
  • 75. 1 Whose slogan is: “Thousands of Possibilities. Get Yours.”
  • 76. 2 Whose slogan is: “What You Crave!”
  • 77. 3 Whose slogan is: “Expect More. Pay Less.”
  • 78. 4 Whose slogan is: “Like a good neighbor, _____ ______ is there”
  • 79. 5 Whose slogan is: “Everyday Convenience for People on the Go.”
  • 80. 6 Whose slogan is: “It’s More Than Just Oil. It’s Liquid Engineering.”
  • 81. 7 Whose slogan is: “Breakfast of Champions.”
  • 82. 8 Whose slogan is: “A Diamond is Forever.”
  • 83. 9 Whose slogan is: “It Won’t Let You Down.”
  • 84. 10 Whose slogan is: “Think Outside the Bun.”
  • 85. BONUS
  • 86. B Whose slogan is “You Can Do It. We Can Help.”
  • 87.
  • 88. 1 Whose slogan is: “Always Low Prices. Always.”
  • 89. 2 Whose slogan is: “Do Something Different.”
  • 90. 3 Whose slogan is: “Bold Moves
  • 91. 4 Whose slogan is: “Depend On Us.”
  • 92. 5 Whose slogan is: “Outstanding Agents. Outstanding Results.”
  • 93. 6 Whose slogan is: “When You’re Here, You’re Family.”
  • 94. 7 Whose slogan was: “It Ain’t Easy Being Cheesy.”
  • 95. 8 Whose slogan is: “It’s All Inside.”
  • 96. 9 Whose slogan was: “Make it Real.”
  • 97. 10 Whose slogan is: “Eat Fresh.”
  • 98. BONUS
  • 99. B Whose slogan is “Make It A __________ Night.”
  • 100.
  • 101.
  • 102.
  • 103.
  • 104.
  • 105. Magic ingredients “Revives and sustains” 1905
  • 106. Bandwagon: “6 million drinks a day” 1925
  • 107. Bandwagon: “It had to be good to get where it is” 1926
  • 108. Plain folks: “Friends for life” 1935
  • 111. Wit and humor 1999
  • 112.
  • 113. Mean Joe Green 1979
  • 114. Polar Bears 1993
  • 115.
  • 116.
  • 117.
  • 118.
  • 119.
  • 120.
  • 121.
  • 122.
  • 123. Testimonial An important person or famous figure endorses a product.
  • 124. Bandwagon This technique tries to persuade everyone to join in and do the same thing.
  • 125. Transfer or Emotional Words Words such as luxury, beautiful, paradise, and economical are used to evoke positive feelings in the viewer.
  • 126. Name-calling Negative words are used to create an unfavorable opinion of the competition in the viewer's mind.
  • 127. Compare & contrast The viewer is led to believe one product is better than another, although no real proof is offered.
  • 128.
  • 129.
  • 130.
  • 131.
  • 133.
  • 134.  
  • 135.

Notas del editor

  1. As a propaganda technique, the term bandwagon suggests an imaginary vechicle carrying leaders or candidates of a cause or carrying large banners and/or posters. This group has a huge group of people following behind and all are in support of that leader/candidate. A bandwagon is a high, ornate wagon in which a band rides as in a circus parade. Unfortunately, most of us like to swim with the sharks rather than stand alone, so we are likely to be carried along. Beware of this technique. It’s a lot easier to be joiner than to stand alone. Bandwagon is a propaganda technique that suggests an image of a vechicle carrying a leader/candidate
  2. A company hires a famous celebrity figure to promote a particular product or topic. This is particularly powerful If a product 8s
  3. Sex Appeal if you use this product you be more attractive to members of the opposite sex. You will look sexy to everyone. Love or Popularity- This will make everyone love you and like you. You will be popular and a trend setter. Watch out for this one. Everyone likes attention. Fame – You will gain fame (attention) if you use this. Wealth-by having this product you will appear wealthy. The wealthy and affluent use this. You get what you pay for. Power- This will give you power over people. You’ll have an “edge” over others.
  4. Athletes are popular candidates for testimonial. Tiger Woods is on of the top testimonial figures in sports
  5. The text on the image showing a group of people with one person excluded is a clear example of the bandwagon technique.
  6. This technique might be used more than any other. Are you less patriotic if you don’t buy American goods? Can a Lexus make you happier than a Honda? Playing to people’s emotions might get them to purchase products or services they might not otherwise buy.
  7. Who is Burger King taking a shot at here? Who is well known for having a secret sauce in their hamburgers? (McDonald’s)
  8. The Pepsi Taste Test Challenge is a perfect example of this.