wk3 advertising
TRANSCRIPT
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Advertising Production for TVThe Power of Persuasion
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Explain what you need to do to achieve today’s aims:
• All of you will be able to decode Advertising messages.
• Most of you will be able to analyse various adverting messages and their impact on audiences.
• Some of you will be able to competently evaluate Advertising effects.
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Communicating to an audience
• Advertising aims to communicate a message to an audience.
• If the message is received and persuades the audience, the advert is successful.
• In order to send an advertising message we need to encode the message into symbolic representation, so that it helps to convey an impression to the receiver.
Source Message Receiver
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Semiotics.• Semiotics is about how meaning is
created and communicated to an audience.
• It is the study of how signs and symbols create meaning.
• It is a way of understanding how the signs and symbols have an impact on all of us subconsciously.
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• Signifier- the physical object itself.
• Signified- the meaning.
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Explain the hidden meaning.
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Colley’s hierarchy of Advertising effects model.
Unawareness
Awareness
Understanding
Desire
Action
• Advertising is thought to create a desire to buy (or add value to a brand.)
• Advertisers need to use persuasive methods to do this by:
- Creating a brand image
- Highlighting a USP( unique selling point)
- Informing customers of the need for a product or service.
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Advertising Persuasion through Branding.
• Colour • Jingles• Style/ Techniques• Slogan• Logo• The vibe/ feeling of
the advert.
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The USP
• The USP (unique selling proposition) relates to the part of the product that is special.
• It relates to the parts that separate it from other competitor products/ services.
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Highlighting the USP.• Gives you energy
• “Vitalizes your body and mind”
• “Gives you wings”
• Benefits of drinking are that you will feel bouncier, lighter and more energetic.
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What is the USP with this product?
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Analyse the advert
• Hidden and overt messages
• Emotional responses or association
• Benefits offered
• Advantages over other similar products
• Unique selling proposition (USP)
• Lifestyle appeal;
• Brand identity
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TASK:Research
• Complete your research about form and style.
• Start writing about characteristics of products or services and techniques.
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What did you learn?• All of you will be able to decode
Advertising messages.
• Most of you will be able to analyse various adverting messages and their impact on audiences.
• Some of you will be able to competently evaluate Advertising effects.