ADVERTISING TECHNIQUES ADVERTISING Advertisers use a range of techniques to capture the attention and appeal to the desires of their target audience. Celebrity Endorsement One of the techniques often discussed on The Gruen Transfer is celebrity endorsement. This technique works because people often aspire to have the looks, money, success and lifestyle of celebrities. By purchasing a product endorsed by a likable celebrity they can get closer to the lifestyle they represent. Who Endorsed It? Can you match the celebrities with the products they endorsed? Can you see any connection between the celebrity and their product? Penelope Cruz Brad Pitt 1. I can’t believe it’s not butter 2. Nintendo DS 3. Chanel No. 5 Ozzy Osbourne Ozzy Osbourne – I can’t believe it’s not butter! Penelope Cruz - Nintendo Brad Pitt – Chanel No. 5 for Women Surprised? Did any of those endorsement deals surprise you? Do you think that having Brad Pitt as the face of Chanel perfume would entice you to buy it? Endorse This! Which celebrities would you get to endorse the following products: - Weight loss shakes - The latest BMW - Converse - Windex - Coke - Specsavers glasses Some Advertising Techniques - Bright colours - Logos - Slogans - Celebrity endorsement - Music and jingles - Repetition - Alliteration - Rhyme Advertising can appeal to our desire to…. -Be attractive, fashionable and trendy -Save money/ get a bargain (aka the ‘hip pocket nerve’ -Protect the environment -Protect our children and loved ones The Pitch Choose a popular product or service. Create a plan for an advertisement for it. Your advertisement should use a minimum of three of the techniques listed on the previous slide. The Pitch Things to think about: Who is your target audience? Which techniques and/or appeals did you use in your advertisement? Why? Where would your advertisement be found? (eg. TV, billboards, magazines, internet, etc) How successful do you think your advertisement would be?