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