ADVERTISING CLAIMS - PowerPoint PPT Presentation

About This Presentation
Title:

ADVERTISING CLAIMS

Description:

ADVERTISING CLAIMS Many believe that they are immune to advertising. They believe that advertising is childish, dumb and influences only the less sophisticated. – PowerPoint PPT presentation

Number of Views:38
Avg rating:3.0/5.0
Slides: 18
Provided by: OPEY1
Category:

less

Transcript and Presenter's Notes

Title: ADVERTISING CLAIMS


1
ADVERTISING CLAIMS
  • Many believe that they are immune to advertising.
    They believe that advertising is childish, dumb
    and influences only the less sophisticated.
  • Their own purchases are made purely on the basis
    of value and desire.

2
ADVERTISING CLAIMS
  • Surveys and sales figures shows otherwise, a
    well-designed advertising campaign has dramatic
    effects.
  • Ads are designed to work below the level of
    conscious awareness- it has an effect while being
    laughed at, belittled and ignored.

3
ADVERTISING CLAIMS
  • The claim- the verbal or print part of an ad that
    makes some claim of superiority for the product
    being advertised.
  • Some of the claims are downright lies, some are
    honest statements abt. a truly superior product
    but most falls into the category of neither bold
    lies nor helpful consumer info.

4
ADVERTISING CLAIMS
  • They balance on the narrow line between truth and
    falsehood by a careful choice of words.
  • Normally applied to parity products (soap,soft
    drinks, gasoline), products in which all or most
    of the brands available are nearly identical and
    no one superior product exists. So advertising is
    used to create the illusion of superiority.

5
Types of Advertising Claims
  • The Unfinished lcaim
  • The water is wet claim
  • The vague claim
  • Scientific/statistical claim
  • The rhetoric question
  • The Weasel claim
  • The were different and unique claim
  • The so what claim
  • The endorsement/ testimonial claim
  • The compliment the consumer claim

6
The Weasel Claim
  • Words or claims that appear substantial upon
    first look but disintegrate into hollow
    meaninglessness on analysis are weasels.
  • Eg helps, like, virtual, acts, works, comforts,
    fights, enriched, strengthened.
  • Sample
  • Listerine fights bad breath.
  • Helps control dandruff symptoms with regular use.

7
The Unfinished Claim
  • The ad claims the product is better, or has more
    of something, but does not finish the comparison.
  • Samples
  • Coffee-mate gives coffee more body, more flavor.
    (bodyflavor weasel)
  • Scott makes it better for you.

8
The were different and unique claim
  • It claims that there is nothing else quite like
    the product being advertised. The uniqueness
    claim is supposed to be interpreted by readers as
    a claim to superiority.
  • Sample
  • There no other mascara like it.
  • Cougar is like nobody elses car.

9
The water is wet claim
  • Something about the product that is true for any
    brand in that product category. The claim is
    usually a statement of fact, but not a real
    advantage over the competition.
  • Sample
  • Tooheys, the natural beer.
  • Mobil the Detergent gasoline

10
The so what claim
  • A claim to which the reader will react by saying
    so what?. Similar to water is wet claim,
    except that it claims an advantage which is not
    shared by most of the other brands in the product
    category.
  • Sample
  • Strong enough for a man but made for a woman.
  • Geritol has more than twice the iron of ordinary
    supplements.

11
The vague claim
  • The use of words that are colorful but
    meaningless, as well as the use of subjective and
    emotional opinions that defy verification.
  • Sample
  • For skin like peaches and cream.
  • Its deep rich lather makes hair feel good again.

12
The endorsement/ testimonial
  • An appearance by celebrity, sometimes claiming to
    use the product.
  • Sample
  • Siti
  • WWF and entertainment endorsement.

13
The scientific/ statistical
  • These ads use some sort of scientific proof, or
    an impressive sounding mystery ingredient.
  • Sample
  • Easy-Off has 33 more cleaning power than another
    popular brand.
  • Special Morning- 33 more nutrition.

14
The compliment the consumer
  • Butters up the consumer by some form of flattery.
  • Sample
  • We think a cigar smoker is someone special.
  • The lady has taste.

15
The rhetorical question
  • Demands a response from the audience. A question
    is asked and the viewer is supposed to answer in
    a way as to affirm the products goodness.
  • Sample
  • Shouldnt your family be drinking Hawaiian Punch

16
Refutation in writing
  • 3 techniques
  • Gap between words and deeds and doubles under the
    name hypocrisy
  • Grows from the first point as the tinker attempts
    to justify behavior with new conclusions that
    contradict the old.
  • Writer unwittingly undoes themselves before your
    own eyes.
  • Need tolerance and open- mindness

17
Affirmation in writing
  • When we write something or read what someone else
    has written, we tend to give it more credence
    than the spoken word.
  • We need to make affirmations resonate with us.
  • Writing without feelings will do little to
    promote change. Our feelings power our thoughts.
  • With affirmation that are in proper resonance ,
    it can impact the physical, emotional, mental and
    spiritual aspects of our readers.
Write a Comment
User Comments (0)
About PowerShow.com