Where in your daily life do you experience advertising?

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Where in your daily life do you
experience advertising?
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• 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.

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• 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.

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• 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.

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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

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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.

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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.

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• 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.

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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

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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.

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• 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.

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• 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.

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• 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.

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• 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

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• 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.

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• 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?

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• 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?

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• 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?

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• 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?

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• 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?

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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

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• 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?

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Just for fun

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