advertising techniques designed to sell…. objectives to recognize different advertising...
TRANSCRIPT
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Advertising Techniques
Designed to sell…
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Objectives
To recognize different advertising techniques
To understand the qualities of a good ad
To create an original ad using at least one propaganda technique and the four qualities of a good ad
To think critically about real world ads
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Group work
In teams, students examine the print ads
Through discussion, students will determine which advertising techniques are being utilized in the ads.
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Four Qualities of a Good Ad
Attracts attention Arouses interest Creates desire Causes action
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Propaganda Techniques used in Advertising
Bandwagon persuading people to do something by letting
them know others are doing it Testimonial
using the words of a famous person to persuade you
Transfer using the names or pictures of famous people, but
not direct quotations Repetition
the product name is repeated at least four times Emotional words
words that will make you feel strongly about someone or something
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More Techniques… Revives and sustains
Keeps a person whole & on the right track Magic Ingredients
Ingredients can do what no other product can Snob Appeal
Only the best FOR the BEST Plain Folks
We are just like you! We understand you and your needs
Patriotism Do it for the love of your country
Wit & humor HAHAHAHA! That was so funny, so cute, so
awesome! I have to buy it!
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Propaganda is old news…
http://www.youtube.com/watch?v=Rq2aCuYSB_c
http://www.youtube.com/watch?v=9ejTf0iu6yY&feature=related
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Snob appeal1957
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Magic ingredients“Revives and sustains”1905
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Bandwagon:“6 million drinks a day”1925
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Bandwagon:“It had to be good to get where it is”1926
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Plain folks:“Friends for life”1935
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Patriotism1974
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Wit and humor1999
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Coca-Cola on American Idol
American Idol is a top-rated show in America
Coca-cola is a major sponsor of American Idol
Soft advertising is more expensive but more effective
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Advertising on AMERICAN IDOL
General class discussion: What types of advertising does Coca-
cola use? Why does it work? How do they use product placement in
the programming? Why do advertisers rely on product
placement?
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…and the big question:
Why did Coca-cola’sadvertising techniques change
so drastically?
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The Hilltop Ad 1971
“I’d like to buy the world a Coke”
http://www.youtube.com/watch?v=Q8H5263jCGg
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Mean Joe Green 1979
http://www.youtube.com/watch?v=xffOCZYX6F8
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Polar Bears 1993
http://www.youtube.com/watch?v=xIk7Q_DJIgQ
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It’s Mine 2008
http://www.youtube.com/watch?v=xiMf5cCDy1I&NR=1
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Troy Polamalu Super Bowl XIII Commercial 2009
http://www.youtube.com/watch?v=sjII6F-nJBQ&NR=1
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Shake Up Christmas - 2010
http://www.youtube.com/watch?v=4TMwBFK2qHI
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Book Commercial
Qualities of a good ad Attracts attention Arouses interest Creates desire Causes action
Incorporate at least 1 propaganda technique
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Book Commercial
Review Project Guidelines The four qualities of a good ad Propaganda Techniques Target Audience Persuasiveness