Advertising ProductionCharacteristics of products

RecapOpen up the Moodle Lesson 6- Characteristics of products to answerWhat is the purpose of Advertising?

Write a target on a post it explaining how you will achieve one of the Learning Outcomes below:

• be able to explain the how adverts highlight a products characteristics.

• be able to analyse how adverts use branding and USP for audience persuasion

• make comparisons between advertising examples and their branding techniques

MUST

SHOULD

COULD Use adjectives to describe

advertising techniques(Aim to fit at least one in your report today)

English Target

If the purpose of Advertising is to sell and raise awareness of a product then….

What do Advertisers need to know about products in order to do this?

How do they decide what features of the product to highlight in their adverts?

Discuss in pairs and share answers

Analysis of products worksheet (Individually 10 mins)

• Coca Cola• Iphone• Nike Trainers

• Use the worksheet to list one feature of the product in each box

• What does the customer get out of the feature?

• Rate importance of this feature 1-10

• Does it make it the same or different to other products?

Advertisers use the USP to sell products

• USP or unique selling point relates to the features of the product that make it stand out as different from other products.

• What is the USP of the products you looked at?

Answer the question on the Moodle lessonHow does this advert highlight the USP of the product?

If you complete this early, then consider what product you would like to Advertise and what the USP of the product is.

Why do Advertisers use this as a persuasive technique?

• It shows an audience the benefits offered by the product

• It highlights the advantages over other similar products

Another persuasive tactic for selling products is Branding

What is a Brand?• A brand is not a thing, a product a company or an

organisation.

• A brand does not exist in the real world, it is a mental construct.

• Branding relates to the associations we make with a product.

• From the companies perspective it’s a promise that they offer their customers.

“If Coca-Cola were to lose all of its production-related assets in a disaster, the company would survive.

By contrast, if all consumers were to have a sudden lapse of memory and forget everything related to Coca-Cola, the company would go out of business.”

Coca-Cola Executive

What associations do we make with Coca-cola? Mind map in groups

Coca- cola’s brand is…

• youthful• Energetic• It’s recipe is secret

• Visual associations might include:• the unmistakable red and white logo• the unique shape and tint of the original glass bottles.

https://www.youtube.com/watch?v=HUzPwIP9BqE

Use the Moodle lesson to analyse the case study

• Use this information to help your report writing later on.

Use adjectives to describe interactive media designs

(Aim to fit at least one in your report today)

MUST be able to explain the how adverts highlight a products characteristics.

SHOULD be able to analyse how adverts use branding and USP for audience persuasion

COULD make comparisons between advertising examples and their branding techniques

English Target

Learning Outcomes:

Use adjectives to describe advertising techniques

(Aim to fit at least one in your report today) English Target

Representation and products

How are the women in these adverts being represented?

https://www.youtube.com/watch?v=wYFmdlzff98&NR=1

The women in these adverts are being represented as stereotypes,

What stereotypes are associated with men?

Dove used representation as part of its branding- Why did they choose to do this? https://www.youtube.com/watch?v=KJDIDKQIMNI

Include your learning from today in your report.

• Write about product characteristics in your report.- Branding- USP- Representation

Use adjectives to describe interactive media designs

(Aim to fit at least one in your report today)

MUST be able to explain the how adverts highlight a products characteristics.

SHOULD be able to analyse how adverts use branding and USP for audience persuasion

COULD make comparisons between advertising examples and their branding techniques

English Target

Learning Outcomes:

Use adjectives to describe advertising techniques

(Aim to fit at least one in your report today) English Target