AdvertisingAdvertising

Honors Language and Honors Language and CompositionComposition

What is advertising?What is advertising?

Jot down your responseJot down your response

Where is advertising?Where is advertising?

List places where advertising is List places where advertising is presentpresent

List at least three “ads” you see in List at least three “ads” you see in this classroom.this classroom.

What is its purpose?What is its purpose?

Capture our attentionCapture our attention Create a need in our subconsciousCreate a need in our subconscious Get us to act upon that needGet us to act upon that need

Some winning ads:Some winning ads:

Cheese anyone?Cheese anyone?

Radio Ad – Clio WinnerRadio Ad – Clio Winner

Print Ad - Clio WinnerPrint Ad - Clio Winner

Think about what you see Think about what you see here:here:

http://www.youtube.com/watch?v=iYhttp://www.youtube.com/watch?v=iYhCn0jf46UhCn0jf46U

Important “Jargon” and Important “Jargon” and TerminologyTerminology

MediaMedia

the means of communicationthe means of communication Wide reachWide reach Radio, television, newspapers, Radio, television, newspapers,

magazines, etc.magazines, etc.

DemographicsDemographics

Information about size & Information about size & characteristics of a particular characteristics of a particular population. Includes: age, sex, population. Includes: age, sex, income, education, size of household, income, education, size of household, ownership of home, etc. ownership of home, etc.

CopyCopy

text for an advertisement. text for an advertisement. Should get attention, generate Should get attention, generate

interest and desire and prompt interest and desire and prompt action.action.

BrandingBranding

Process employing marketing Process employing marketing strategies to get people to easily strategies to get people to easily remember their products and remember their products and services services

Important concept in today’s world Important concept in today’s world where so many brands existwhere so many brands exist

NicheNiche

A part of the market consisting of A part of the market consisting of those people most likely to be those people most likely to be interested in a product or service. interested in a product or service.

Also called “target market.”Also called “target market.”

RoadblockingRoadblocking

a scheduling technique where a brand's a scheduling technique where a brand's commercial airs at approximately the commercial airs at approximately the same time on all three networks or on same time on all three networks or on all stations in a given market.all stations in a given market.

SweepsSweeps

the four 4-week periods when all TV the four 4-week periods when all TV markets are measured by Nielsen and markets are measured by Nielsen and Arbitron for station viewing and Arbitron for station viewing and demographic information. Sweep demographic information. Sweep months are February, May, July and months are February, May, July and November.November.

Culture JammingCulture Jamming

Tactic to disrupt or weaken cultural Tactic to disrupt or weaken cultural establishments, including corporate establishments, including corporate advertising. advertising.

Political and social activismPolitical and social activism Use the media to subvert the mediaUse the media to subvert the media Point is to have us consider the “branded” Point is to have us consider the “branded”

world we live inworld we live in Challenges what is “cool”Challenges what is “cool” Expose the over consumption of our society Expose the over consumption of our society

Culture Jamming ExampleCulture Jamming Example

Marketing to your Marketing to your generationgeneration

Marketing to Marketing to MillennialsMillennials – New York – New York TimesTimes

Jib Fowles’ appealsJib Fowles’ appeals

Who is this guy?Who is this guy?

AppealsAppeals

To reach urges, desires, yearningsTo reach urges, desires, yearnings Because we are a consumer driven Because we are a consumer driven

economy, companies MUST advertiseeconomy, companies MUST advertise In areas where commodities are In areas where commodities are

scarce, there is no need to advertisescarce, there is no need to advertise We must pay attention to how we are We must pay attention to how we are

being reached to avoid “responding being reached to avoid “responding unthinkingly”unthinkingly”

15 Basic Appeals15 Basic Appeals

American is exposed to 500 ads dailyAmerican is exposed to 500 ads daily We have developed filtersWe have developed filters Advertisers want to find a way into Advertisers want to find a way into

our subconsciousour subconscious Advertisers find ways to stimulate Advertisers find ways to stimulate

our impulses and desiresour impulses and desires

Appeals, cont.Appeals, cont.

Two contents in ads:Two contents in ads: Appeal to drives in our mindsAppeal to drives in our minds Provide information (product name, Provide information (product name,

picture, etc.)picture, etc.) Link these two (Cadillac with country Link these two (Cadillac with country

club)club)

Need for SexNeed for Sex

Used very littleUsed very little Too “blaring” and detracts from Too “blaring” and detracts from

productproduct Works better on men than womenWorks better on men than women A tricky appealA tricky appeal

Need for affiliationNeed for affiliation

Need to associate with othersNeed to associate with others Desire to be in good companyDesire to be in good company Pair-bondingPair-bonding FriendshipFriendship Can be negative, too (ie: if you Can be negative, too (ie: if you

don’t use our product…)don’t use our product…)

Need to NurtureNeed to Nurture

Taking care of pets, kids, defenseless Taking care of pets, kids, defenseless creaturescreatures

Wife taking care of sick husband, etc.Wife taking care of sick husband, etc.

Oscar Meyer WienersOscar Meyer Wieners

Need for guidanceNeed for guidance

Opposite of need for nurtureOpposite of need for nurture Help me! Shield me! Guide me!Help me! Shield me! Guide me! Paren-tlike figuresParen-tlike figures Figures of authorityFigures of authority Figures of fantasy (Betty Crocker)Figures of fantasy (Betty Crocker)

Need to aggressNeed to aggress

Aggressive drives Aggressive drives Needs to be carefully considered; can Needs to be carefully considered; can

be a turnoffbe a turnoff Depicted argumentsDepicted arguments

Where’s The Beef?

Need to AchieveNeed to Achieve

Energizes and motivates peopleEnergizes and motivates people Role models, celebritiesRole models, celebrities Products that advertise in Products that advertise in

superlativessuperlatives

Need to dominateNeed to dominate

Not always masculineNot always masculine Aspiration for controlAspiration for control Longing for “clout”Longing for “clout” Craving to be powerfulCraving to be powerful

Need for ProminenceNeed for Prominence

Want to be admired and respectedWant to be admired and respected To enjoy prestige and social statusTo enjoy prestige and social status Put one above othersPut one above others

Need for attentionNeed for attention

Want others to look at and up to youWant others to look at and up to you Exhibit ourselvesExhibit ourselves

Need for autonomyNeed for autonomy

Independence and integrityIndependence and integrity Being an individualBeing an individual Antithesis of need for guidanceAntithesis of need for guidance

Need to EscapeNeed to Escape

Seek adventureSeek adventure A one person flightA one person flight Freedom from obligations, duty, Freedom from obligations, duty,

work, etc.work, etc.

Need to feel safeNeed to feel safe

Calls to the instinct of self-Calls to the instinct of self-preservationpreservation

Want someone to watch over usWant someone to watch over us Protect ourselves from danger and Protect ourselves from danger and

negative influences negative influences Want to be healthy Want to be healthy

Need for Aesthetic Need for Aesthetic sensationssensations

It looks goodIt looks good Nearly every ad has this componentNearly every ad has this component Can be expanded into ad’s primary Can be expanded into ad’s primary

appealappeal Appeals to our sense of beautyAppeals to our sense of beauty

Kohler adKohler ad

Need to Satisfy CuriosityNeed to Satisfy Curiosity

We are naturally curiousWe are naturally curious Trivia, percentages and observations Trivia, percentages and observations

help sell productshelp sell products What does it feature that I want to What does it feature that I want to

know?know?

Physiological NeedsPhysiological Needs

Appeals to our need for sleep, food, Appeals to our need for sleep, food, drinkdrink

ClosureClosure

Jot down one important idea you learnedJot down one important idea you learned Jot down five other facts/bits of Jot down five other facts/bits of

information you found useful or information you found useful or interestinginteresting

Homework: go home and browse through Homework: go home and browse through the newspaper or a magazine. Find an ad the newspaper or a magazine. Find an ad that you fits perfectly into one of Fowles’ that you fits perfectly into one of Fowles’ appeals. Bring to class for discussion.appeals. Bring to class for discussion.