Advertising Techniques
Designed to sell…
Objectives
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To recognize different advertising
techniques
To understand the qualities of a
good ad
To create an original ad using at
least one propaganda technique and
the four qualities of a good ad
To think critically about real world
ads
Group work
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In teams, students examine the
print ads
Through discussion, students will
determine which advertising
techniques are being utilized in the
ads.
Four Qualities of a Good Ad
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Attracts attention
Arouses interest
Creates desire
Causes action
Propaganda Techniques used in
Advertising
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Bandwagon
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Testimonial
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using the names or pictures of famous people, but
not direct quotations
Repetition
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using the words of a famous person to persuade
you
Transfer
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persuading people to do something by letting
them know others are doing it
the product name is repeated at least four times
Emotional words
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words that will make you feel strongly about
someone or something
More Techniques…
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Revives and sustains
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Magic Ingredients
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We are just like you! We understand you and
your needs
Patriotism
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Only the best FOR the BEST
Plain Folks
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Ingredients can do what no other product can
Snob Appeal
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Keeps a person whole & on the right track
Do it for the love of your country
Wit & humor
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HAHAHAHA! That was so funny, so cute, so
awesome! I have to buy it!
Propaganda is old news…
http://www.youtube.com/watch?v=Rq2aCuYSB_c
http://www.youtube.com/watch?v=9ejTf0iu6yY&feature=related
Snob appeal
1957
Magic ingredients
“Revives and sustains”
1905
Bandwagon:
“6 million drinks a day”
1925
Bandwagon:
“It had to be good to get where it is”
1926
Plain folks:
“Friends for life”
1935
Patriotism
1974
Wit and humor
1999
Coca-Cola on American Idol
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American Idol is a top-rated show in
America
Coca-cola is a major sponsor of
American Idol
Soft advertising is more expensive but
more effective
Advertising on AMERICAN IDOL
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General class discussion:
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What types of advertising does Cocacola use?
Why does it work?
How do they use product placement in
the programming?
Why do advertisers rely on product
placement?
…and the big question:
Why did Coca-cola’s
advertising techniques change
so drastically?
The Hilltop Ad 1971
“I’d like to buy the world a Coke”
http://www.youtube.com/watch?v=Q8H5263jCGg
Mean Joe Green 1979
http://www.youtube.com/watch?v=xffOCZYX6F8
Polar Bears 1993
http://www.youtube.com/watch?v=xIk7Q_DJIgQ
It’s Mine 2008
http://www.youtube.com/watch?v=xiMf5cCDy1I&NR=1
Troy Polamalu Super Bowl XIII Commercial
2009
http://www.youtube.com/watch?v=sjII6F-nJBQ&NR=1
Shake Up Christmas - 2010
http://www.youtube.com/watch?v=4TMwBFK2qHI
Book Commercial
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Qualities of a good ad
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Attracts attention
Arouses interest
Creates desire
Causes action
Incorporate at least 1 propaganda
technique
Book Commercial
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Review Project Guidelines
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The four qualities of a good ad
Propaganda Techniques
Target Audience
Persuasiveness