Where in your daily life do you experience advertising? - PowerPoint PPT Presentation

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Where in your daily life do you experience advertising?

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Where in your daily life do you experience advertising? – PowerPoint PPT presentation

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Title: Where in your daily life do you experience advertising?


1
Where in your daily life do you
experience advertising?
2
  • Media surround us TV, magazines, radio, the
    Internet, billboards all packed with
    advertisements that scream BUY ME!
  • Advertisers market their products in ways to grab
    your attention.
  • They provide appeals and claims that entice you
    to buy what they are selling.

3
  • We have so many choices of the same type of
    product (shampoo, for example). These are called
    parity products, in which most of the ones
    available are nearly identical.
  • The first rule of parity involves the Alice in
    Wonderlandish use of the words better and
    best. In parity claims, better means best
    and best means equal to.

4
  • Just as knowing how to read is a vital skill for
    making informed decisions in life, so is
    understanding that media that bombards us.
  • It is important to understand the tactics that
    they are using to lure us in.

5
What is propaganda?
  • Spreading of information to help or to
    hurt a cause.
  • Telling only the side you want people to know.
  • Propaganda appeals to emotions rather than
    intellect

6
Advertising Techniques
  • AVANTE GARDEThe suggestion that using this
    product puts the user ahead of the times e.g. a
    toy manufacturer encourages kids to be the first
    on their block to have a new toy.

7
Bandwagon
  • Bandwagon is a form of propaganda that exploits
    the desire of most people to join the crowd or be
    on the winning side, and avoid winding up the
    losing side. Few of us would want to wear nerdy
    clothes, smell differently from everyone else, or
    be unpopular. The popularity of a product is
    important to many people. Even if most of us say
    we make out own choice when buying something we
    often choose well-advertised items -- the popular
    ones.

8
  • Advertising copywriters must be careful with the
    bandwagon propaganda technique because most of us
    see ourselves as individuals who think for
    ourselves. If a bandwagon commercial is too
    obvious, viewers may reject the product outright.

9
Facts and figures
  • Statistics and objective factual information is
    used to prove the superiority of the product e.g.
    a car manufacturer quotes the amount of time it
    takes the car to get from 0 to 100 mph

10
GlitteringGeneralities
  • This technique uses appealing words and images to
    sell. The message this gives, through indirectly,
    is that if you buy the item, you will be using a
    wonderful product, and it will change your life.
    This cosmetic will make you look younger, this
    car will give you status.

11
  • HIDDEN FEARS The suggestion that this product
    will protect the user from some danger e.g. a
    laundry detergent suggests that you will be
    embarrassed when strangers see "ring around the
    collar" of your shirts or blouses
  • MAGIC INGREDIENTS The suggestion that some
    almost miraculous discovery makes the product
    exceptionally effective e.g. a pharmaceutical
    manufacturer describes a special coating that
    makes their pain reliever less irritating to the
    stomach than a competitor's.

12
  • PATRIOTISM The suggestion that purchasing this
    product shows your love of your country e.g. a
    company brags about its product being made in
    America and employing American workers.
  • PLAIN FOLKS The suggestion that the product is a
    practical product of good value for ordinary
    people e.g. a cereal manufacturer shows an
    ordinary family sitting down to breakfast and
    enjoying their product.

13
  • SNOB APPEAL The suggestion that the use of the
    product makes the customer part of an elite group
    with a luxurious and glamorous lifestyle e.g. a
    coffee manufacturer shows people dressed in
    formal gowns and tuxedos drinking their brand at
    an art gallery.
  • TRANSFER Words and ideas with positive
    connotations are used to suggest that the
    positive qualities should be associated with the
    product and the user e.g. a textile manufacturer
    wanting people to wear their product to stay cool
    during the summer shows people wearing fashions
    made from their cloth at a sunny seaside setting
    where there is a cool breeze.

14
  • TESTIMONIALA famous personality is used to
    endorse the product e.g. a famous basketball
    player (Michael Jordan) recommends a particular
    brand of shoes. Celebrity endorsements are
    frequent in Super Bowl advertisements.
  • http//cocacolaoldads.blogspot.com/2007/10/mean-jo
    e-green-coca-cola-superbowl-ad.html

15
  • WIT AND HUMORCustomers are attracted to products
    that divert the audience by giving viewers a
    reason to laugh or to be entertained by clever
    use of visuals or language.

16
  • Questions for Analyzing Ads 
  • To whom (which target audience) is the
    advertisement trying to sell the product? (age,
    gender, culture, lifestyle)
  • Does this ad appeal to your emotions? If so,
    which emotion(s)?
  • Look beyond any emotional appeal to find out what
    the ad really says (or doesnt say) about the
    product or service. Do you detect any
    exaggeration or suspicious promises? If so,
    describe the hidden message.
  • What is the intended use(s) of the product? Does
    the advertiser point out special features of the
    product that distract for the intended use?
  • What are the signs or symbols in the ad? What
    are they saying?
  • What advertising techniques are being used to
    sell the product?

17
  • Bandwagon
  • Facts and Figures
  • Glittering Generalities
  • Hidden Fears
  • Magic Ingredients
  • Patriotism
  • Plain Folks
  • Snob Appeal
  • Transfer
  • Testimonial
  • Wit and Humor
  • What advertising techniques
    are being used to sell the product?

18
  • Questions for Analyzing Ads 
  • To whom (which target audience) is the
    advertisement trying to sell the product? (age,
    gender, culture, lifestyle)
  • Does this ad appeal to your emotions? If so,
    which emotion(s)?
  • Look beyond any emotional appeal to find out what
    the ad really says (or doesnt say) about the
    product or service. Do you detect any
    exaggeration or suspicious promises? If so,
    describe the hidden message.
  • What is the intended use(s) of the product? Does
    the advertiser point out special features of the
    product that distract for the intended use?
  • What are the signs or symbols in the ad? What
    are they saying?
  • What advertising techniques are being used to
    sell the product?

19
  • Bandwagon
  • Facts and Figures
  • Glittering Generalities
  • Hidden Fears
  • Magic Ingredients
  • Patriotism
  • Plain Folks
  • Snob Appeal
  • Transfer
  • Testimonial
  • Wit and Humor
  • What advertising techniques
    are being used to sell the product?

20
  • Questions for Analyzing Ads 
  • To whom (which target audience) is the
    advertisement trying to sell the product? (age,
    gender, culture, lifestyle)
  • Does this ad appeal to your emotions? If so,
    which emotion(s)?
  • Look beyond any emotional appeal to find out what
    the ad really says (or doesnt say) about the
    product or service. Do you detect any
    exaggeration or suspicious promises? If so,
    describe the hidden message.
  • What is the intended use(s) of the product? Does
    the advertiser point out special features of the
    product that distract for the intended use?
  • What are the signs or symbols in the ad? What
    are they saying?
  • What advertising techniques are being used to
    sell the product?

21
  • Bandwagon
  • Facts and Figures
  • Glittering Generalities
  • Hidden Fears
  • Magic Ingredients
  • Patriotism
  • Plain Folks
  • Snob Appeal
  • Transfer
  • Testimonial
  • Wit and Humor
  • What advertising techniques
    are being used to sell the product?

22
What does this have to do with Brave New World?
  • Hypnopedia slogans are very similar to commercial
    advertising slogans
  • I love new clothes, I love new clothes... Ending
    is better than mending... Im so glad Im a
    Beta... was and will make me ill I take a gramme
    and only am
  • John the Savage, Helmholtz and Bernard question
    their Brave New Worlds propaganda

23
  • Why is the propaganda in the text not challenged
    by most people in the society?
  • Which characters do question the propaganda and
    what causes their questioning?

24
Just for fun
  • http//cyco.sulekha.com/blog/post/2006/12/award-wi
    nning-advertisements.htm
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