Advertising Techniques Designed to sell…
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 ¡
Group work In teams, students examine the print ads ¡ Through discussion, students will determine which advertising techniques are being utilized in the ads. ¡
Four Qualities of a Good Ad ¡ ¡ Attracts attention Arouses interest Creates desire Causes action
Propaganda Techniques used in Advertising ¡ Bandwagon l ¡ Testimonial l ¡ using the names or pictures of famous people, but not direct quotations Repetition l ¡ using the words of a famous person to persuade you Transfer l ¡ persuading people to do something by letting them know others are doing it the product name is repeated at least four times Emotional words that will make you feel strongly about someone or something
More Techniques… ¡ Revives and sustains l ¡ Magic Ingredients l ¡ We are just like you! We understand your needs Patriotism l ¡ Only the best FOR the BEST Plain Folks l ¡ Ingredients can do what no other product can Snob Appeal l ¡ Keeps a person whole & on the right track Do it for the love of your country Wit & humor l HAHA! That was so funny, so cute, so awesome! I have to buy it!
Propaganda is old news… http: //www. youtube. com/watch? v=Rq 2 a. Cu. YSB_c http: //www. youtube. com/watch? v=9 ej. Tf 0 iu 6 y. Y&feature=related
Snob appeal 1957
Magic ingredients “Revives and sustains” 1905
Bandwagon: “ 6 million drinks a day” 1925
Bandwagon: “It had to be good to get where it is” 1926
Plain folks: “Friends for life” 1935
Patriotism 1974
Wit and humor 1999
Coca-Cola on American Idol l 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
Advertising on AMERICAN IDOL ¡ General class discussion: l l What types of advertising does Cocacola use? Why does it work? How do they use product placement in the programming? Why do advertisers rely on product placement?
…and the big question: Why did Coca-cola’s advertising techniques change so drastically?
The Hilltop Ad 1971 “I’d like to buy the world a Coke” http: //www. youtube. com/watch? v=Q 8 H 5263 j. CGg
Mean Joe Green 1979 http: //www. youtube. com/watch? v=xff. OCZYX 6 F 8
Polar Bears 1993 http: //www. youtube. com/watch? v=x. Ik 7 Q_DJIg. Q
It’s Mine 2008 http: //www. youtube. com/watch? v=xi. Mf 5 c. CDy 1 I&NR=1
Troy Polamalu Super Bowl XIII Commercial 2009 http: //www. youtube. com/watch? v=sj. II 6 F-n. JBQ&NR=1
Shake Up Christmas - 2010 http: //www. youtube. com/watch? v=4 TMw. BFK 2 q. HI
Book Commercial ¡ Qualities of a good ad l l ¡ Attracts attention Arouses interest Creates desire Causes action Incorporate at least 1 propaganda technique
Book Commercial ¡ Review Project Guidelines l l The four qualities of a good ad Propaganda Techniques Target Audience Persuasiveness
Скачать презентацию Advertising Techniques Designed to sell Objectives To
c034bbc4a29a319010833bfbd49a6a6f.ppt