Analysing AdvertisingAnalysing Advertising

Understanding the language Understanding the language and techniques of advertisingand techniques of advertising

What is advertising?What is advertising?Advertising is a message designed to Advertising is a message designed to

promote or sell a product, a service, or promote or sell a product, a service, or an idea. an idea.

Advertising reaches people through Advertising reaches people through varied types of mass communication. varied types of mass communication.

Advertising is a multibillion dollar industry Advertising is a multibillion dollar industry (more than $100 billion a year) in the (more than $100 billion a year) in the U.S. U.S.

Why advertise?Why advertise?

-to sell products-to sell products

-to promote an image-to promote an image

-to gain new customers-to gain new customers

-to gain political support-to gain political support

-to recruit people-to recruit people

-to influence people’s thoughts and -to influence people’s thoughts and actionsactions

Where is Advertising?Where is Advertising? TelevisionTelevision RadioRadio BillboardsBillboards InternetInternet Print ads (magazines, newspapers)Print ads (magazines, newspapers) Vending machinesVending machines Signs Signs Tatoos Tatoos

The language of advertising:The language of advertising: ConsumerConsumer: a person who buys goods or : a person who buys goods or

services.services. Focus groupFocus group: a small group of people : a small group of people

chosen by marketers for the purpose of chosen by marketers for the purpose of testing a new product or idea.testing a new product or idea.

MarketingMarketing: the many ways that products : the many ways that products are sold. are sold.

MediaMedia: the many different methods of : the many different methods of communication available today.communication available today.

ProductProduct placementplacement: a form of : a form of advertising in which marketers pay to advertising in which marketers pay to have a product shown in the media.have a product shown in the media.

The language of advertising…The language of advertising…

Brand loyalty: a person’s preference for a Brand loyalty: a person’s preference for a product.product.

Target Audience: a group of people that is Target Audience: a group of people that is expected to buy a particular product or expected to buy a particular product or service.service.

Parity Products: products in which all or Parity Products: products in which all or most brands available are nearly identical most brands available are nearly identical (toothpaste, soaps, soft drinks, pain (toothpaste, soaps, soft drinks, pain medicines, beer, gasoline). medicines, beer, gasoline).

The “Claim”The “Claim”What does the ad’s language tell you?What does the ad’s language tell you?

The “claim” is the verbal or print part The “claim” is the verbal or print part of an ad that makes some claim of of an ad that makes some claim of superiority for the product being superiority for the product being advertised. advertised.

Often no one superior product exists Often no one superior product exists and advertising is used to create the and advertising is used to create the ILLUSION OF SUPERIORITY.ILLUSION OF SUPERIORITY.

ILLUSIONS OF SUPERIORITYILLUSIONS OF SUPERIORITY

To create the necessary illusion of To create the necessary illusion of superiority, advertisers usually resort to superiority, advertisers usually resort to one or more of 10 basic techniques.one or more of 10 basic techniques.

The Weasel ClaimThe Weasel Claim The Unfinished ClaimThe Unfinished Claim

The “We’re different and The “We’re different and unique” claim.unique” claim.

The “Water is Wet” The “Water is Wet” Claim.Claim.

The “So What” ClaimThe “So What” Claim The Vague ClaimThe Vague Claim

The “Compliment the The “Compliment the consumer” Claimconsumer” Claim

The Endorsement or The Endorsement or TestimonialTestimonial

The Scientific or The Scientific or Statistical ClaimStatistical Claim

The Rhetorical QuestionThe Rhetorical Question

The Weasel ClaimThe Weasel Claim Words that appear meaningful Words that appear meaningful

and substantial upon first and substantial upon first look, but disintegrate into look, but disintegrate into hollow meaninglessness on hollow meaninglessness on analysis are weasels.analysis are weasels.

Commonly used weasels:Commonly used weasels:• ““helps”helps”• ““virtual” or “virtually”virtual” or “virtually”• ““acts” or “works”acts” or “works”• ““up to”, “as much as”up to”, “as much as”• ““refreshes”refreshes”• ““comforts”comforts”• ““fights”fights”• ““looks like” or “the look of”looks like” or “the look of”• ““fortified”, “strengthened” fortified”, “strengthened”

and “enriched”and “enriched”• ““new” and “improved”new” and “improved”

The “We’re Different and Unique The “We’re Different and Unique Claim”Claim”

This claim states that there is nothing This claim states that there is nothing else quite like the product being else quite like the product being advertised.advertised.

For example:For example:““There’s no other mascara like it.”There’s no other mascara like it.”

“ “if it doesn’t say Goodyear, it can’t be if it doesn’t say Goodyear, it can’t be polyglas.” (Polyglas is a trade name polyglas.” (Polyglas is a trade name copyrighted by Goodyear. Goodrich or copyrighted by Goodyear. Goodrich or Firestone could make a tire exactly Firestone could make a tire exactly identical to the Goodyear one and yet identical to the Goodyear one and yet couldn’t call it ‘polyglas’—a name for couldn’t call it ‘polyglas’—a name for fiberglass belts.)fiberglass belts.)

The Unfinished ClaimThe Unfinished Claim The ad claims the product The ad claims the product

is better, or has more of is better, or has more of something, but does not something, but does not finish the comparison. finish the comparison.

For example:For example:““Magnavox gives you more” Magnavox gives you more”

More what?More what?““Supergloss does it with more Supergloss does it with more

colour, more shine, more colour, more shine, more sizzle, more!”sizzle, more!”

““Ford LTD—700% quieter.” Ford LTD—700% quieter.” (When asked to make good (When asked to make good on this claim, Ford on this claim, Ford revealed that they meant revealed that they meant the inside of the Ford was the inside of the Ford was 700% quieter than the 700% quieter than the outside.)outside.)

The “Water is Wet” ClaimThe “Water is Wet” Claim This claim says something about the product This claim says something about the product

that is true for any brand in that product that is true for any brand in that product category. It is usually a statement of fact, but category. It is usually a statement of fact, but not a real advantage over the competition. not a real advantage over the competition.

For example:For example: “ “Great Lash greatly increases the diameter of Great Lash greatly increases the diameter of

every lash.”every lash.” “ “Mobil: the Detergent Gasoline” (any Mobil: the Detergent Gasoline” (any

gasoline acts as a cleaning agent)gasoline acts as a cleaning agent)

The Vague ClaimThe Vague Claim

Simply not clear.Simply not clear. Uses words that are Uses words that are

colourful but colourful but meaningless.meaningless.

Also uses subjective, Also uses subjective, emotional opinions emotional opinions that cannot be that cannot be verified. verified.

Most contain weasels.Most contain weasels. For example:For example:

““It’s deep rich lather It’s deep rich lather makes hair feel good makes hair feel good again”again”

The “So What” ClaimThe “So What” Claim

A claim is made that is true but which A claim is made that is true but which gives no real advantage to the product gives no real advantage to the product

This is similar to the ‘water is wet’ claim This is similar to the ‘water is wet’ claim except that it claims an advantage which except that it claims an advantage which is not shared by most other brands in it’s is not shared by most other brands in it’s product category.product category.

For exampleFor example““Campbell’s gives you tasty pieces of Campbell’s gives you tasty pieces of chicken and not one, but two chicken chicken and not one, but two chicken stocks.” (so what?)stocks.” (so what?)

The Endorsement or TestimonialThe Endorsement or Testimonial

A celebrity or A celebrity or authority appears authority appears in an ad to lend his in an ad to lend his or her stellar or her stellar qualities to the qualities to the product.product.

The Scientific or Statistical ClaimThe Scientific or Statistical Claim

This kind of ad uses some This kind of ad uses some sort of proof or sort of proof or experiment, very specific experiment, very specific numbers, or an impressive numbers, or an impressive sounding mystery sounding mystery ingredient.ingredient.

For example:For example:““Certs contains a sparkling Certs contains a sparkling drop of Retsyn”drop of Retsyn”

““Easy off has 33% more Easy off has 33% more cleaning power than cleaning power than another popular brand.”another popular brand.”

The “Compliment The “Compliment the Consumer” the Consumer”

ClaimClaim

This claim butters up This claim butters up the consumer by some the consumer by some form of flattery.form of flattery.

For example:For example:““You’ve come a long You’ve come a long way baby.”way baby.”““The lady has taste.”The lady has taste.”““We think a cigar We think a cigar smoker is someone smoker is someone special.”special.”

The Rhetorical QuestionThe Rhetorical Question This technique demands a This technique demands a

response from the response from the audience. A question is audience. A question is asked and the viewer or asked and the viewer or listener is supposed to listener is supposed to answer in agreement with answer in agreement with the products goodness.the products goodness.

For example:For example:““Plymouth, isn’t that the Plymouth, isn’t that the kind of car America kind of car America wants?”wants?”““Shouldn’t your family be Shouldn’t your family be drinking Hawaiian Punch?drinking Hawaiian Punch?

Colour and LanguageColour and LanguageAdvertisement often use catchy language to get your attention.

Puns are one such technique. What is the pun here?

Notice that the only items in RED are the PRODUCT and the PUN. This focuses the reader’s attention on the product and an important quality of the product.

The ad is very simple and minimal.

What is the reader supposed to learn from this ad?

Images in AdvertisingImages in Advertising

Understanding the image in the ad is key to understanding the Understanding the image in the ad is key to understanding the ad.ad.

DENOTATION VERSUS CONNOTATIONDENOTATION VERSUS CONNOTATION

DenoteDenote means “to signify directly or literally” and describes means “to signify directly or literally” and describes the relation between the word and the thing it names. the relation between the word and the thing it names.

ConnoteConnote means “to signify indirectly, suggest or imply” and means “to signify indirectly, suggest or imply” and describes the relation between the word and the images or describes the relation between the word and the images or associations it evokes. associations it evokes.

Thus, the word Thus, the word riverriver denotes a moving body of water and may denotes a moving body of water and may connote such things as the relentlessness of time and the connote such things as the relentlessness of time and the changing nature of life. (www.dictionary.com)changing nature of life. (www.dictionary.com)

Denotation vs ConnotationDenotation vs Connotation

The denotative The denotative meaning: the meaning: the image is a image is a motorbike.motorbike.

The connotative The connotative meaning: speed, meaning: speed, adventure, risk adventure, risk taking…taking…

Denotation: Ask yourself these Denotation: Ask yourself these questions.questions.

What is it of?What is it of?• How many images are How many images are

there?there?• Is there a main image Is there a main image

plus a pack shot? plus a pack shot? • Is it a literal Is it a literal

representation of the representation of the product or is it a product or is it a metaphor?metaphor?

How is the image How is the image positioned?positioned?

• What is the camera What is the camera angle, and how does it angle, and how does it position the reader? position the reader?

Non-Verbal Non-Verbal Communication:Communication:

• What is being said What is being said without words by the without words by the body language of the body language of the model?model?

Connotation: Ask yourself these Connotation: Ask yourself these questions.questions.

Content SignsContent Signs• What do the What do the

costumes, setting, costumes, setting, accessories tell accessories tell you? What do you you? What do you infer?infer?

IntertextualityIntertextuality

Does the ad refer to Does the ad refer to any other media any other media text? Is it a text? Is it a parody? Through parody? Through the use of music the use of music does it evoke a does it evoke a movie or novel?movie or novel?

What do you What do you see?see?

Who is this ad for?

What type of qualities is this ad suggesting women should have?

What do you think this ad is selling? Why?

What ‘temptations’ does this woman ‘look right in the eye’?

What advertising techniques are being used here?

Stereotypes in AdvertisingStereotypes in Advertising

Ad campaigns often make use of Ad campaigns often make use of stereotypes as a shorthand way of stereotypes as a shorthand way of communicating a set of meanings. communicating a set of meanings.

Gender stereotypes are the most Gender stereotypes are the most common.common.

Gender StereotypesGender Stereotypes

MEN are shown as:MEN are shown as:

Primarily functional,Primarily functional,associated with: heavy associated with: heavy

machinery, business machinery, business decisions, wearing decisions, wearing executive suits and executive suits and

watches,watches,taller than women.taller than women.

Women are shown Women are shown as:as:

Decorative, Decorative, associated with, associated with,

kitchen equipment, kitchen equipment, domestic financial domestic financial

decisions. decisions. Are seen: lying down Are seen: lying down

on beds and floors.on beds and floors.

Female Stereotypes

Woman as Domestic

Woman as Sex Object

Woman as Beauty

-the only onesable to manage a

house and children thus making a career difficult.

-passive-subservient to men-often barely clothed-provocative pose or

look

-used in ads for productsto improve their beauty

-told life would be better if they do this one

thing to improve themselves.

Male StereotypesMale StereotypesHeroHero-able to win and -able to win and conquerconquer

-strong-strong

OutdoorsmanOutdoorsman-seen in nature, often -seen in nature, often in control over wild in control over wild naturenature

Urban ManUrban Man-seen as enjoying -seen as enjoying luxuryluxury

Family ManFamily Man-seen with a child or -seen with a child or as father figure or as father figure or coach.coach.

BreadwinnerBreadwinner

--shows man as shows man as controlling a child or controlling a child or woman, woman,

-often in background, as -often in background, as though watching or though watching or protecting them.protecting them.

At WorkAt Work-usually involved in a -usually involved in a more blue collar job more blue collar job than white collared than white collared one.one.

Erotic ManErotic Man-stereotype for the -stereotype for the ideal man, muscular ideal man, muscular and tall.and tall.

ConsumerConsumer--the average guythe average guy

-tells you that if you -tells you that if you don’t use this product don’t use this product you aren’t even average.you aren’t even average.

QuiescentQuiescent--usually fairly inactiveusually fairly inactive

-ok for men to be doing -ok for men to be doing nothing productive nothing productive because they are having because they are having a quiet moment in their a quiet moment in their busy life.busy life.

Major Problems with StereotypesMajor Problems with Stereotypes

Women: Women: • Unrealistic goals leads Unrealistic goals leads

to self-esteem issuesto self-esteem issues• Women are seen as Women are seen as

objects not humansobjects not humans• Women are passive and Women are passive and

not in control of not in control of themselvesthemselves

• Message is: change Message is: change appearance = life will appearance = life will be betterbe better

Men:Men: Show ideal for body Show ideal for body

type which can be type which can be unrealisticunrealistic

Men are seen as Men are seen as aggressive and in aggressive and in control of things, control of things, including womenincluding women

Women’s problems Women’s problems are “fixable”, you are “fixable”, you either fit the part of either fit the part of the masculine ideal or the masculine ideal or you do not.you do not.

Your Assignment: For ThursdayYour Assignment: For Thursday

Find at least 5 advertisements.Find at least 5 advertisements.

Requirements:Requirements:-must show at least 4 different -must show at least 4 different claims.claims.-must show some gender -must show some gender stereotyping of male and female.stereotyping of male and female.-must be in good repair when they -must be in good repair when they are brought to class are brought to class