Matakuliah G 0492 English for Advertising

Matakuliah : G 0492 / English for Advertising Tahun : 2005/2006 Advertising 1

Advertising Advertere A Latin Verb to turn towards 2

Defining It a paid non-personal communication from an identified sponsor using mass media to persuade or influence an audience. 3

Interaction of elements in ads Participants society paralanguage Function language Substance pictures a situation music other ads Other discourse 4

Advertising as Communication Source Encoder Message Adviser Agency Advertisement Channel Media Noise Receiver (Decoder) Competition Feedback Viewer 5

Categories of Ad 1. 2. 3. 4. Medium Product Technique Consumer 6

Characteristics of Effective Ads • Name the benefit. Be Specific • he Product is the big benefit. • Make it easy for consumers to visualize the benefit. • Emphasize the benefit as much as possible. • Don’t obscure the benefit • Get personal about the benefit. 7

Elements • Strategy • Creativity • Execution 8

Categories of Effectiveness 1. The advertisers try to get consumers to perceive – at least notice – their ads. 2. The advertisers hope consumers will either learn something or be persuaded by something in the ads. 3. The advertisers try to get consumers to behave in a certain way – ideally, to buy the product in the ad. 9

Messages Effectiveness Factors • Scanning Figure 1. 1. pg. 9 10