Advertising Types and Techniques

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Advertising Types and Techniques
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• What type of advertisements are out there?
• Where do we see these advertisements?

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Social Networking and Advertisement
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Social Networking Statistics

• http//www.statisticbrain.com/social-networking-st
  atistics/
• http//www.digitalbuzzblog.com/social-media-statis
  tics-stats-2012-infographic/

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Types of Advertising

• Television
• Infomercials
• Radio
• Online
• Billboard
• In Store
• Print
• Magazines
• Newspaper
• Classified

• Mobile Ads
• Celebrity Branding
• Corporate Sponsorship
• Covert
• Product placement
• Brands

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How does advertizing impact you?

• "I can ignore most advertising"
• "Songs from commercials stick in my head"
• "I have made a conscious effort to look like
  someone specific I have seen in an ad."
• "Some ads make me feel bad about myself or
  inadequate
• Advertising does not impact me at all.

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If you use this product you will...

• Join a wonderful group of people.
• Feel appreciated.
• Be rewarded.
• Be held in high esteem by others.
• Will have more love your life.
• Will enjoy the adventure or escape that you want.
  
• Will be more like famous or wealthy people.
• Will be associated with success, humor, tradition
  or modernity.
• Will find deep satisfaction.

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And, if you do not use this product you will ...

• Face social isolation or career failure.
• Face failing health or death.

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Lets take a closer look at some advertisements.
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Common Techniques

• Bandwagon Effect (everyones buying it)
• Emotional Appeal (connect with fears and desires)
  
• Glittering Generalities (big promises)
• Plain Folks Appeal (relates to ordinary people)
• Testimonials (use celebrities or experts)
• Scientific Appeal (use stats or data)

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Emotional Appeal

• https//www.youtube.com/watch?vSfAxUpeVhCg

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Bandwagon Effect

• https//www.youtube.com/watch?vVdFHlMobwzQ

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Glittering Generalities

• https//www.youtube.com/watch?vs__nHCNT8y8

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Testimonial

• https//www.youtube.com/watch?vfVzYACnyxy4

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Scientific Appeal

• https//www.youtube.com/watch?v6zdtm46TqJs

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Plain Folk Appeal

• https//www.youtube.com/watch?vGKvXyN_t7UA

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Point For Discussion

• Kalle Lasn, one of the most outspoken critics of
  advertising on the international stage, considers
  advertising the most prevalent and toxic of the
  mental pollutants. From the moment your radio
  alarm sounds in the morning to the wee hours of
  late-night TV micro jolts of commercial pollution
  flood into your brain at the rate of around 3,000
  marketing messages per day. Every day an
  estimated twelve billion display ads, 3 million
  radio commercials and more than 200,000
  television commercials are dumped into North
  Americas collective unconscious. In the course
  of his life the average American watches three
  years of advertising on television.

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Public Service announcements
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Public Service Announcements

• Drugs
• http//www.youtube.com/watch?vub_a2t0ZfTs
• Mental Health
• http//www.youtube.com/watch?vTCqm0V8nerY

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PSA Continued

• Equality
• http//www.youtube.com/watch?v62k8H55gFIU
• Environment
• http//www.youtube.com/watch?vfyjLn9P5LwASafety
• Safety
• http//www.youtube.com/watch?vbZ2EKswyTaofeature
  fvw

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PSA Parody

• http//www.youtube.com/watch?vw6ylxWcwkUM

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Infomercials

• http//www.youtube.com/watch?vNs4mnmNBk1Y

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Steps to Analyzing Media Messages

• 1. What type of Text is it?
• - There are many kinds of media out there
  (television, radio, online texts, visual).
  Identify what kind of media it is first

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Steps to Analyzing Media Messages

• 2. Who is communicating and why?
• Examine who is producing the text and what her or
  his goal is?
• For example, a message might inform the public
  about the environment.
• What ideas and values are the authors of the
  message trying to communicate?

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Steps to Analyzing Media Messages

• 3. How has it been produced?
• The way a media message is produced affects how
  the message gets out
• Look for the kind of technology it uses

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Steps to Analyzing Media Messages

• 4. Who is the intended audience?
• Look for clues about who the message is for for
  example, in images and slogans
• Who will respond to the text or listen most to
  the message?

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Steps to Analyzing Media Messages

• 5. How is the message constructed?
• Look for symbols, slogans, use of colour and
  other designs?- how do they convey underlying
  values or meaning?
• What does this tell you about the intent of the
  message?

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Steps to Analyzing Media Messages

• 6. Is music of sound involved?
• If music is used, what emotions does it provoke?
  
• What do the lyrics relate to the content of the
  message?

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Steps to Analyzing Media Messages

• 7. How does the content represent the subject?
• Think about how people and places are presented
  in the media
• Do you detect bias or stereotyping?
• Are the events portrayed positively or
  negatively?
• What persuasive techniques are used?
• Is the message realistic or sensational?
• What needs is the message saying it will meet,
  such as safety, comfort, health or popularity?

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Lets analyze together
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Class Activity

• Each table will be given an ad to examine
• As a group analyze the ad and answer the
  following questions on the sheet provided
• What technique did the marketer use to advertise
  their product
• Who is communicating and why?
• Who is the intended audience?
• How is the message constructed?
• How does the content represent the subject?
• Be ready to share with the class