advertising and marketing tecniques
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Advertising And marketing
ADVERTISING
the act or practice of calling public attention to one's product,
service, need.
paid announcements.
the profession of planning, designing, and writing advertisements.
PUBLICITY
information that concerns a person, group, event, or product and
that is disseminated through various media to attract public notice.
public interest, notice, or notoriety achieved by the spreading of
such information.
The different faces of advertising
Outdoor advertising – cars, lorries, buses,
road signs, bus stop, phone box
Speciality advertising – matchboxes, key
rings, paperweights, lighters, clothing, pens
Print advertising- fliers, posters,
magazines, newspapers, calendars
Electronic – radio, television, films,
Internet, telephone
Advertising Manipulation
Advertising manipulation
A good advertisement should be:
Funny
Effective
Beautiful
Practical
objective
Advertisements only work when
they… Show famous people.
They compare the product with its
competitors.
They just show the positive aspects of the
product.
The ultimate purpose of na
advertisement is to… To make us want the product
immediately.
To make us feel we need the product desperately.
Show us the good side of life.
Advertisements techniques
Facts and figures
Special Offers
Comparison
Emotional Appeal
Scientific Authority
Ideal people / families
How do advertisements work?
Advertisers use techniques to persuade consumers to buy.
Find Examples of advertisements that use these techniques:
Science and Tradition
Guilty
Experts
The Camera never Lies
Before and After
Figure 2b
How do Advertisements work?
Advertising language – our choice of
words can change the ideas and attitudes
of other people.
Images – advertisers choose images
which have good associations. Many
adverts associate the product with wealth
and comfort.
Slogans
Verb form used Imperative
Make suggestions
Give advice
Invite
Slogans
Keys
1- D
2- C
3- A
4- B
Typical language features of advertisements
Comparatives and superlatives
Imperatives
Short sentences, contractions and abbreviations
Eye-catching headlines, slogans
Questions
Underlined words
Dashes and dots
Enlarged words
Repetition of words…
Adjectives and adverbs
Key words:
Some words are specially important, and
make us think of very attractive
associations.
- Think of some products we may associate
with the following words used in
advertisements.
natural, golden, soft, mild, strong, new, to
care
Brand Names
Products need names, and manufacturers will think very hard to find the right one.
Which one would you buy and why?
No Smell SCRAPE
CLEAN & WHITE
Which one is for butter?
Cowfat Yellow Taste
Country Flavour
Keys
1- J
2- E
3- H
4- C
5- G
6-A
7-B
8-D
9-F
10-I
Look at these advertisements
and point out:
1. The key words
2. Brand name
3. The Product
4. The Purpose
5. Where you can find them…
Adbuster
Adbusters is “anti-consumerist": it cites
advertising as a central force in creating
consumer culture. This position holds that
the advertising industry goes to great
effort and expense to associate desire
and identity with commodities.
Advertisements
Create unreal expectations.
Have great impact on body image.
Promote mythical stereotypes.
Present artificial ideal lifesyles.
What´s the difference between
brand and trademark?
BRAND refers to names, logos and slogans. for example COKE, NIKE, CALVIN KLEIN it is what makes a product or service different from its competitors TRADEMARK is something you can do to brands. If you trademark a brand, then you own the "intellectual property" of that brand and you are the only person allowed to use that Brand name, slogan etc. If others want to use that brand, they must ask your permission or pay some money.
The elements of an advertisement
Brand-Particular make of goods or their trademark.
Trademark- A name, symbol, or other device identifying
a product, officially registered and legally restricted to
the use of the owner or manufacturer.
Logo- is a graphic mark or emblem commonly used by
commercial enterprises, organizations and even
individuals to aid and promote instant public
recognition.
Jingle- A catchy, often musical advertising slogan.
Slogan- A phrase used repeatedly, as in advertising or
promotion