ADVERTISING ADVERTISING TECHNIQUESTECHNIQUES

HOW THE ADVERTISING HOW THE ADVERTISING INDUSTRY SELLS TO YOU…INDUSTRY SELLS TO YOU…

SEMIOTICSSEMIOTICSREFRESHERREFRESHER

LOOK AT LOOK AT THIS THIS MAGAZINE MAGAZINE ADVERT ADVERT AND APPLY AND APPLY SEMIOTIC SEMIOTIC ANALYSISANALYSIS

ADVERTISING ADVERTISING TECHNIQUES 1TECHNIQUES 1

USP’s:USP’s: What makes your product unique from What makes your product unique from its competition.its competition.

ESP’s:ESP’s: How advertisers try to get you to How advertisers try to get you to emotionally engage with their products.emotionally engage with their products.

AVANTE GARDE:AVANTE GARDE: suggests buyer of product suggests buyer of product will be first to have, ahead of the pack.will be first to have, ahead of the pack.

FACTS & FIGURES:FACTS & FIGURES: Statistics to show off Statistics to show off products. i.e. 0-60 in cars.products. i.e. 0-60 in cars.

ADVERTISING ADVERTISING TECHNIQUES 2TECHNIQUES 2

WEASEL WORDS:WEASEL WORDS: Positive language about Positive language about products not really true. i.e. A scientist says….products not really true. i.e. A scientist says….

MAGIC INGREDIENTS:MAGIC INGREDIENTS: Suggest super Suggest super ingredients. i.e. Most toothpastesingredients. i.e. Most toothpastes

PATRIOTISM:PATRIOTISM: Sells to you through patriotism. Sells to you through patriotism. i.e Buy British Pork….i.e Buy British Pork….

DIVERSION TACTICS:DIVERSION TACTICS: McDonalds is not McDonalds is not healthy but ads use images of healthy peoplehealthy but ads use images of healthy people

ADVERTISING ADVERTISING TECHNIQUES 3TECHNIQUES 3

TRANSFER:TRANSFER: Using positive ideas/images to Using positive ideas/images to help sell products. Ice/coolness for soft drinks.help sell products. Ice/coolness for soft drinks.

PLAIN FOLKS:PLAIN FOLKS: Sells the product as being good Sells the product as being good value and promotes family values. i.e Cerealsvalue and promotes family values. i.e Cereals

SNOB APPEAL:SNOB APPEAL: Suggests that users of the Suggests that users of the product are glamorous, special and elite.product are glamorous, special and elite.

BRIBERY:BRIBERY: Appeals to greed. i.e. Buy a burger Appeals to greed. i.e. Buy a burger get fries free. Buy One Get One Free. BOGOF.get fries free. Buy One Get One Free. BOGOF.

ADVERTISING ADVERTISING TECHNIQUES 4TECHNIQUES 4

TESTIMONIAL:TESTIMONIAL: Endorsement of products by Endorsement of products by the famous. i.e. Nike & Rooneythe famous. i.e. Nike & Rooney

WIT & HUMOUR:WIT & HUMOUR: Attracts people to products Attracts people to products by association with wit and fun. i.e. Red Bull.by association with wit and fun. i.e. Red Bull.

SIMPLE SOLUTIONS:SIMPLE SOLUTIONS: Get rid of problems and Get rid of problems and complexities with this product. i.e. Calgoncomplexities with this product. i.e. Calgon

CARD STACKING: CARD STACKING: Off sets product negatives Off sets product negatives by mentioning more positives. i.e.Fast food.by mentioning more positives. i.e.Fast food.

ADVERTISING ADVERTISING TECHNIQUES 5TECHNIQUES 5

GLITTERING GENERALITIES:GLITTERING GENERALITIES: Uses attractive Uses attractive generalities to sell products and how it will generalities to sell products and how it will improve or enhance your life. i.e. Lynximprove or enhance your life. i.e. Lynx

BANDWAGON:BANDWAGON: Exploits human desire to want Exploits human desire to want to fit in and joint the winning crowd.to fit in and joint the winning crowd.

APPLYING ADVERTISING APPLYING ADVERTISING TECHNIQUESTECHNIQUES

Watch the adverts screened andWatch the adverts screened and

try to spot as many of thetry to spot as many of the

ADVERTISING TECHNIQUESADVERTISING TECHNIQUES

that are being used in them asthat are being used in them as

you can. Use your checklists.you can. Use your checklists.

TV ADVERTSTV ADVERTSBMW WE MAKE JOY

FERRERO ROCHER AMBASSADOR

CADBURY'S GORILLA

McDONALDS HAPPY MEAL

LOREAL ANNISTON

PERRIER MELT

TANGO CLEAR METAPHORTANGO CLEAR METAPHOR

LOGO & DESIGNLOGO & DESIGN

THINK OF AND LIST ALL OF THE DIFFERENTCONTAINERS THAT SOFT DRINKS COME IN.

LOGO & DESIGNLOGO & DESIGN

LOGO & DESIGNLOGO & DESIGN

LOGO & DESIGNLOGO & DESIGN

LOGO & DESIGNLOGO & DESIGN

CREATING YOUR BRANDCREATING YOUR BRAND

Consider all of the following factors when Consider all of the following factors when creating your drinks brand…..creating your drinks brand…..

The TARGET AUDIENCE!The TARGET AUDIENCE! The PRODUCT & MARKETING!The PRODUCT & MARKETING! The NAME!The NAME! The LOGO!The LOGO! The SLOGAN & COPYWRITING!The SLOGAN & COPYWRITING! The COLOURS and DESIGN!The COLOURS and DESIGN! The type or CONTAINER!The type or CONTAINER!

ADVERTISINGADVERTISINGTHE LANGUAGE OF PERSUASIONTHE LANGUAGE OF PERSUASION

Read through the handout on Advertising Read through the handout on Advertising

and the “LANGUAGE OF PERSUASION”.and the “LANGUAGE OF PERSUASION”.

This will help you when you analyse ads This will help you when you analyse ads

BUT especially when you create yours.BUT especially when you create yours.

Highlight or mark any areas that you do not Highlight or mark any areas that you do not

understand OR that confuse you.understand OR that confuse you.

MARKETING STRATEGIES 1 MARKETING STRATEGIES 1 THE 4 P’sTHE 4 P’s

PRICEPRICE Costs of production, competition & profitCosts of production, competition & profit

Price as promotional tool. Lidl/Waitrose. Price as promotional tool. Lidl/Waitrose. Stella Artois “reassuringly expensive”Stella Artois “reassuringly expensive”

Artificial pricing aspirational/inclusivity. Artificial pricing aspirational/inclusivity. PC’s HD Tv etc.PC’s HD Tv etc.

MARKETING STRATEGIES 2 MARKETING STRATEGIES 2 THE 4 P’sTHE 4 P’s

PRODUCT & SERVICEPRODUCT & SERVICE Brand name, design, after sales service. Brand name, design, after sales service.

Audience familiarity in brand and its form.Audience familiarity in brand and its form.

Branded goods and prestige V’s own Branded goods and prestige V’s own label budget products.label budget products.

Line filling and expanding brands/market. Line filling and expanding brands/market. Sunny D doing lunch-box drinks. Persil Sunny D doing lunch-box drinks. Persil washing powder doing washing up liquid.washing powder doing washing up liquid.

MARKETING STRATEGIES 3 MARKETING STRATEGIES 3 THE 4 P’sTHE 4 P’s

PLACEPLACE Distribution environment. Café, bar, shops?Distribution environment. Café, bar, shops?

Shelf placement. Kids sweets their level.Shelf placement. Kids sweets their level.

Advertisers secure prominent placement Advertisers secure prominent placement and constant presence.and constant presence.

In store reference to area demographics.In store reference to area demographics.

Oligopoly distribution. Car dealerships.Oligopoly distribution. Car dealerships.

MARKETING STRATEGIES 4 MARKETING STRATEGIES 4 THE 4 P’sTHE 4 P’s

PROMOTIONPROMOTION Above line: TV, cinema, mags, posters.Above line: TV, cinema, mags, posters.

Below line: Direct mail, PR, sponsorship.Below line: Direct mail, PR, sponsorship.

Sponsorship & Adsvertising: TV progs etc.Sponsorship & Adsvertising: TV progs etc.

Corporate sponsorship: Football teams.Corporate sponsorship: Football teams.

Cross media & extra publicity: BT couple.Cross media & extra publicity: BT couple.

Sales promotion & samples. Free gifts etcSales promotion & samples. Free gifts etc

APPLYING THE 4 P’sAPPLYING THE 4 P’s

CONSIDER THE FOLLOWING AREASCONSIDER THE FOLLOWING AREAS

IN RELATION TO YOUR DRINK IDEA…IN RELATION TO YOUR DRINK IDEA…

PRICE PRICE of your drink.of your drink.

PRODUCT & SERVICESPRODUCT & SERVICES of your drink. of your drink.

PLACEPLACE & where you will sell your drink. & where you will sell your drink.

PROMOTIONPROMOTION of your drink. TV ads etc. of your drink. TV ads etc.

CREATING YOUR ADVERT 1CREATING YOUR ADVERT 1

Consider all of the following factors when Consider all of the following factors when creating your drinks ad. Remember your adcreating your drinks ad. Remember your adis only 30-40 seconds so you must work fast.is only 30-40 seconds so you must work fast.

The advertising techniques you will use.The advertising techniques you will use. The style and tone of your advert.The style and tone of your advert. A very quick set up.A very quick set up. Obvious characters. Stereotypes?Obvious characters. Stereotypes? Fast cuts if lots of narrative/information.Fast cuts if lots of narrative/information.

CREATING YOUR ADVERT 2CREATING YOUR ADVERT 2

Consider all of the following factors when Consider all of the following factors when

creating your drinks advert.creating your drinks advert.

Lots of product placement/reinforcement.Lots of product placement/reinforcement. Creative use of visuals.Creative use of visuals. Creative use of audio.Creative use of audio. Copywriting or slogan.Copywriting or slogan. Pack/product shot at the end?Pack/product shot at the end?

TV ADVERT ANALYSISTV ADVERT ANALYSIS

POWERAID ROONEYPOWERAID ROONEY

DR PEPPER SCHOOLDR PEPPER SCHOOL

INNOCENT SUPERHEROINNOCENT SUPERHERO

TANGO YOU'VE BEEN TANGO'DTANGO YOU'VE BEEN TANGO'D

SCHLOER PARTYSCHLOER PARTY

SUNNY DELIGHTSUNNY DELIGHT