Advertising Techniques

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Advertising Techniques
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Problems and Benefit

• Many ads try to sell an image, brand or feeling.
  For example, many car commercials show people
  looking tough, sophisticated or in control behind
  the wheel of a particular car.

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Problems and Benefit Identifying a problem and
offering a solution

• Some ads try to sell you something you really
  need.
• This ad presents the Tata Nano as a
  fuel-efficient car. The target audience is people
  in India who are in the market for buying a new
  car, may not have even considered fuel efficiency
• This ad convinces them of a need they were not
  yet aware of.
• Good advertising knows how to blur the line
  between needs and wants.

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Bandwagon effect

• An allusion to the kind of float or wagon in a
  parade that carries many happy people in its
  figurative sense, it describes what happens when
  something becomes popular quickly as people
  follow the examples set by others.

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Testimonials

• Testimonials are statements from ordinary people,
  recommending a certain product.

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Celebrities

• The premise for understanding endorsement is that
  people want to identify with the individuals
  they see in ads.

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Association

• Association is the technique of linking products
  closely with certain values.
• In order to achieve association in an ad, the
  placement of a product is very important.
• These ads are carefully constructed to appeal to
  the emotions of the audience.

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When advertisers use association, they attempt to
associate their product with the people, values
and lifestyles depicted in the ads. Associations
are positive and rely heavily on the visual image
created in the ad, but the text enforces the
association.

• Products are commonly associated to
• wealth / luxury
• fame / prestige
• happiness
• success
• youthfulness / health
• excitement / adventure / risk
• patriotism
• independence / individuality / non-conformity
• love / romance / sex

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Image

• Image Advertisers rely heavily on the saying An
  image is worth a thousand words.
• The placement of an image in relation to the text
  is crucial as readers normally scan and digest an
  ad within a matter of seconds.
• People often want to imitate what they see in
  ads.
• Contrast is also an important factor to keep in
  mind when working with image.

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Slogan

• The text is usually kept to a minimum
• The most prominent text is the slogan
• The slogan, or tagline, should be short, catchy
  and poignant, because the audiences attentions
  span is usually brief and fleeting.

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Copy

• Ads sometimes offer a small story.
• Volkswagen is famous for its large simple images
  of Volkswagen as. Lemon describes the rigorous
  safety controls through which the cars must pass
  before they are sold.

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Signature

• Traditionally, ads show a product and the company
  name, though this is not always the case.
• These days Internet addresses are used more and
  more as the signature for an ad.

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Counter-advertising

• Efforts have been made to raise awareness of the
  adverse effects of corporate advertising and
  marketing
• Anti-smoking ads

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Anti-ads

• The car manufacturer Volvo has the slogan There
  is more to life than a Volvo
• Startles the reader at firstthis slogan draws
  our attention to the conventions of advertising,
  and then it breaks them.
• It says Your life and safety are more important
  to us than this advertising campaign.

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Anti-ads

• Another company who has been famous for breaking
  all the advertising rules is the clothing company
  Benetton.
• They do not show the companys product
• Raise awareness

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Philanthropic Ads

• Some companies have presented themselves as
  foundations or non-profit organizations in an
  effort to boost their image as philanthropists

Chipotle Videos
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Culture Jamming distorting of messages and
advertisements produced by large corporations

• Ways in which individuals distort the messages
  and advertisements of large corporations
• Mash ups individuals rearranging a companys
  graphic or iconic images to create new meaning,
  often defaming the company. Mash-ups can be done
  easily using the Internet and photo manipulation
  programs

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Parody

• When individuals take a well-known ad and change
  it to give it new meaning, they are in essence
  parodying the style of that ad. Parody is the art
  of mocking someone or something by imitating them
  or their style.

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Pastiche

• Pastiche is another way of drawing attention to a
  cultural value.
• It also makes use of imitation, but not by
  obviously parodying a particular genre and could
  almost pass itself off as a genuine example.

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Pastiche

• This is a pastiche of ads from the 1950s, when
  cigarette and beverage companies made false
  claims about how healthy their products were and
  the benefits they would bring.
• Because the claims in the pastiche cola ad are so
  preposterous, they make us think about the
  adverse effects of cola.
• Pastiche holds up a mirror in order to mock and
  question our cultural values.