Consumption and Production of Media

CommunicationToday’s topic: Advertising

The Power of Advertisement

Why learn about advertising?

Advertising is an important aspect of media communication

Awareness gives us some protection against influence

Advertising is everywhere

By using advertising/argument principles we are better able to influence others

Advertisement Defined What is the definition of advertisement? Your

own thoughts…

Advertisement Defined Continued

According to the Institute of Communications and Advertising, advertising is essentially:

Communication Spoken, written visual, or graphic

Through the media TV, radio, magazine, newspaper, etc.

Of a message TV/radio commercials, print ads, infomercials, etc

From one party Company, retailer, government, charity, etc.

To another party Intended buyers, businesses, communities, government, etc.

In the Hulu ad we just saw…What was the:Form of CommunicationMedium of CommunicationMessageSenderReceiver

How Do Advertisements influence us?

Logos: appeal to logicPathos: appeal to emotionEthos: appeal to credibility of the speaker

Aristotle's Persuasive Appeals:

John McCain’s Celebrity Ad

Using the Three AppealsWhere do we see logos, pathos, and ethos in

McCain’s ad?Which aspects make it effective?Which aspects are not effective?

Sham Wow

Using the Three Appeals Where do we see logos, pathos, and ethos in the ad? Which appeal is favored most heavily?Research shows that Logos has a longer lasting

effect on individuals

How do advertisers create their ads?

Rigorous processTen steps of ad creation

Ten Steps to How an Ad is Constructed

1. Product Creation 2. Decision to Sell 3. Creative Brief 4. Ad Agency 5.Research 6. Creative Concept 7. Production 8. Editing 9 .Clearance 10. Media Placement

Step 1: Product CreationBefore something can be advertised, it needs

to be createdDon’t put the cart in front of the horse In reality, a great deal of work goes into

product design and creation

Step 2: Decision to Sell

Once a new product, service or idea has been created, the company promoting the item works with the marketing team to determine the following: Does the product need advertising to sell it? If yes, where and when should it be marketed?Who is the audience most likely to purchase the

product? Target audience- the people you are trying to convince

Step 3: Creative BriefA creative brief outlines: what the product is what its strengths and features are who it is best suited for

Step 4: Ad AgencyOnce the creative brief has been developed,

the advertiser will either create the ad themselves or hire an advertising agency to develop an idea and create commercial messages.

Step 5: Research

Throughout the process, the advertising agency then does various forms of research to validate the information provided by the creative brief, to gain new insights and to consider which media best suits the product or idea (i.e., TV, radio, print, etc.)

In our activity, research is going to take the form of surveys and opinion polls

Step 6: Creative ConceptThe advertising agency spends a lot of time

developing the creative concept or key idea that they feel will best sell the product. They then share this with the advertising client for approval and review.

This is the outline or script of your ad

Step 7: Production When the creative concept has been

approved and signed off, the ad agency begins the process of producing the commercial. This may involve the following:

• Finding and hiring a producer, camera crew, director, sound and lighting crew and actors (talent)

• Determining the setting or site (shoot location)

• Filming of the commercial (may take several tries – or takes – to get it right)

Step 8: EditingOnce the commercial has been filmed or

created it goes through an extensive editing process. This may include:

• Picture editing• Sound editing. • Special effects to make the commercial eye-

catching and memorable.

Step 9: ClearanceAfter the ad is

completed it must have clearance through the proper authorities

Ex: Canada requires that ads for children be cleared through The Broadcast Code for Advertising to Children Once it passes, the ad

is given permission to run for up to a year

Step 10: Media Placement

Once the final commercial has been produced and approved by all concerned, it goes to the appropriate media (radio, TV or print), to be placed in the programs that best match the desired audiences’ viewing, listening or reading habits.

Important After-Step (11)- Evaluation

Once the process is complete and the commercial is being run, often the advertiser engages in further research to assess the value of the advertisement and whether it has been successful in reaching the intended target audience.

This is valuable information for future advertisements

Your Assignment…You are going to create your own television

advertisements in small groupsWe will be going through all ten steps of ad

construction during the next two weeksFor each step there will be a mini-assignment

to be turned in which will lead to the creation of your own advertisement.

Doing it Yourself Step 1: Product Creation

Break into groupsBrainstorm products or services you can sell

with your advertisement Products can be anything school appropriate Originality is valued, although your

product/service must be able to exist and function in the real world

The product must require advertisement in order to sell

Narrow your list down to one product and write a short paragraph describing what you will sell and why you think your idea will work for a television advertisement

Doing it Yourself Step 2: Decision to Sell

In the real world, the marketing team would determine whether the product needs advertisement, when and where it should be marketed, and who the target audience is.

For this assignment, your group will give a short informal presentation to class detailing what your product is, why advertisement would help it sell, when and where you think it should be marketed, and who your target audience is.