Definition of advertising and propaganda

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Dont Get Stuck!!! ( A media awareness
presentation) By Victoria and
Wren
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Definition of Advertising and Propaganda
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Advertising

• Is when a company is trying to sell their product
  by trying to make/convince you to buy their
  product , in other words they are trying to make
  as much money as possibale.

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Propaganda
Is advertising and/or infomation that is
presented in a biased way. Its also meant to
influence the way we think and/or persuade
us. Ex Adolf Hitler, Saddam Hussein, George
Bush
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Advertising Targets

• People with MONEY!!
• Generally people between the age of 18-49
  because
• 1. They are the ones who have their own money.
  
• 2. They are more likely to change their minds
  about what they buy and use, because younger
  people dont make many decisions on there own and
  older people are more decided in there ways.

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The 14 most Commonly used Advertising Techniques
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1.Ideal Kids
The kids on commercials are always are perfect
looking and wearing the latest styles . That is
to try to make younger kids buy the toy, because
it will make them like those kids in the
commercial. Ex Barbie commercials, Hot wheels

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2. Heart Strings
These ads draw you into a nice/sweet story that
makes you feel good, you see a family being nice
to each other and helping each other. It makes
you feel nice and want to buy the product. Ex.
Hallmark, Wal-Mart
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3. Family Fun
This technique makes it look like you just have
to buy the product the commercial is trying to
sell. If you do, your family will be
happy. Ex. Game board commercials
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4. Sounds Good
Music and sound effects are put in commercials to
add to the excitement of the commercial,
particularly ads aimed at kids. The little songs
you hear are just a another way to make you think
of the product, because the songs sometimes gets
stuck in your head. Ex. McDonalds
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5. Excitement
This technique makes the product look more
exciting than it really is. The advertisers will
add fast beat music or dramatic music and will
flash images across the screen. Ex. Movie
commercials
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6. Cartoon Characters
By having a fun looking cartoon character
representing a product kids remember the product.
Ex. Cereal commercials, we all know Tony The
Tiger and Toucan Sam and the cereals that they
sell.
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7. Bandwagon
Bandwagon makes it look like everyone is buying
the product. It gives the impression that youll
be a loser or will be out of style if you dont
buy the product. Ex. Gap
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8. Scale
This technique is when advertisers make a product
look bigger or smaller than it really is. They do
this by doing close ups to make the product look
big and long shots to make the product look
small. Ex. AW
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9. Omission
Omission is when advertisers dont tell you the
whole story. Like Part of a balanced breakfast
is saying that its part and not mentioning that
the breakfast would still be healthy without
it. Ex. Breakfast commercials
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10. Facts and Figures
This technique is when advertisers use facts and
statistics to make the product look
reliable. Ex. Asprin, This Asprin relieves pain
10 times faster than the leading brand.
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11. Are you cool enough?
Are you cool enough? is when commercials show you
people who look cool using the product and
youll be cool too if you use the product. Ex
Pop commercials always have everyone drink the
pop and having fun.
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12. Repetitions
In this technique the advertisers hope that if
they repeat the commercial over and over people
will buy it. Also the advertisers will repeat the
same message over and over again during the short
commercial. Ex Bowflex, Tide
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13. Product Placement
Companies that sell clothes will put their name
on the product, so the person wearing it will be
advertising the company. This also goes for other
things other than clothes. Advertisers also put
their brand name in lyrics in songs, music
videos, movies, etc. Ex Roots
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14. Star Power
Star Power is when the company pays celebrities
to tell you what to eat or wear, etc An
advertisers thinking is that if a celebrity tells
you its good you will think its good and buy
it. Ex Wayne GretzkyFord, McDonalds, David
BeckhamPop commercials
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Length of Commercials

• The length of a commercial is generally 30
  seconds or less, but there are always exceptions.
  Its usually 30 sec. or less because they dont
  want to bore you to death, make you lose interest
  and forget about the commercial and the product.

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Analyzing the product Mountain Dew
The commercial for Mountain Dew shows a guy on a
bike chasing a cheetah to get his Mountain Dew
back. This commercial targets 7-39 because it
showed young adults in it which set the age. A
chase accrued which added a sense of excitement
Also the technique of Are you cool enough? Was
implied because well the guy chased the cheetah
he appeared cool.
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Resources

• www.google.ca/
• http//www.yesnet.yk.ca/schools/wes/
• http//www.media-awareness.ca/english/resources/ed
  ucational/handouts/advertising_marketing/mtt_adver
  tising_strategies

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• http//www.propagandacritic.com/
• http//www.cbs.com/specials/2004_superbowl_commerc
  ials/
• The End