Wednesday
1/30/13
Advertising
Aim: How can we learn about the history of
advertising? How are techniques and
persuasive strategies used in advertising?
Do Now: What is your earliest recollection of
watching a TV commercial? Do you have a
favorite ad? A most-despised ad? What is
it about these ads that you particularly like
or dislike?
Homework: Bring in another ad from a
magazine tomorrow
Vocab Unit 5 quiz Friday!!!
What is Advertising?
Advertising is paid communication in
which the sponsor is identified and
the message is controlled
Why does advertising exist?
To solve a problem- more goods than
needed
***If there were only brand of
sneakers, you wouldn’t need to
advertise them!
Where do we see advertising?
• Newspapers
• Magazines
• Television
• Movies
• Radio
• Human Directors
• Billboards
• Shopping Carts
• Buses
• Internet
• Placement of a
product (TV/Movie)
Covert Advertising
Did you know every time you say Band-Aid
or Scotch Tape YOU are actually
advertising for FREE???
OR when a singer says a product’s name
that is free advertising too?
DID YOU KNOW…
The average cost of a single thirtysecond TV spot during the 2013
super bowl has reached $3.8
million!!!
2012 - $3.5 million
2011 - $3 million
Stages of Advertising
1. Information Stage: before the 19th
century (price lists, signs, town criers)
2. Attention Stage: Use of devices to
attract attention (borders/type)
3. Repetition Stage: at a time when it
was ruled to be unfair to use LARGER
type, the type was repeated (familiar
and accepted)
Stages of Advertising
4. Association Stage: graphics and
pictures (product associations)
5. Product- Benefit Stage: how will the
customer benefit from the product?
6. Motivation Stage: People buy goods
because of psychological needs (make
them more powerful/beautiful etc.)
Stages of Advertising
7. Entertainment Stage: Commercials
that sell things because they are
entertaining (You like the commercial so
you buy the product)
8. Behavioral Stage: Present the product
image as satisfying a real consumer need
(organics-health conscientious)
Three Methods of Persuasion
Advertising Techniques
• ETHOS- Ethos is appeal based on the character of the speaker. An
ethos-driven document relies on the reputation of the author.
• PATHOS-Pathos is appeal based on emotion. Advertisements tend to
be pathos-driven.
• LOGOS-Logos is appeal based on logic or reason. Documents
distributed by companies or corporations are logos-driven. Scholarly
documents are also often logos-driven.
ETHOS = Appeal to Character
• Ethos appeals to an audience by creating an atmosphere of
trust.
• Ethos highlights the character of its source. We look less to
the message than to the person who’s delivering it.
• Ethos is all about CREDIBILITY:
–
–
–
–
The
The
The
The
source
source
source
source
strikes
strikes
strikes
strikes
us as
us as
us as
us as
authoritative.
worthy of respect.
likeable.
honest.
Examples of Ethos in advertising:
• A doctor endorsing a diet plan.
• A sports figure endorsing athletic shoes.
• A celebrity endorsing just about anything.
• An “everyman” figure endorsing a product
who strikes us as honest and likeable and a
lot like us.
Buy this book because
Oprah says to! (She’s
honest and level-headed
and knows a good read
when she sees one—plus
she’s rich and famous!)
PATHOS = Appeal to Emotion
• Pathos appeals to an audience through
emotionally charged language and images.
• Pathos appeals to both positive emotions like
love and sympathy and to negative emotions
like anger and insecurity.
• Pathos is all about gut reactions that we
don’t analyze. It has the greatest potential to
spur the audience to act.
Examples of Pathos in Advertising
• Ads that feature adorable kids.
• Ads that feature shocking or violent images.
• Ads that show embarrassing situations that
prey on insecurities.
• Ads that feature sexy actors that arouse
sexual desire.
If you don’t
buy me
Pampers,
you’re
making me
cry!
Look how happy
I am now!
LOGOS = Appeal to Reason
• Logos appeals to the audience through
logical argument.
• Logos provides reasons and points to
cause and effect.
• Logos is the main method of persuasion in
academic writing and speaking.
Examples of Logos in Advertising
• Ads that quote statistics.
• Ads that argue for superior performance or
durability.
• Ads that claim health benefits.
• Ads that use deductive reasoning (X is good,
Y is an example of X, so Y is good).
Research shows
there are good
reasons to drink
fluids when you
exercise, and
Gatorade is a fluid
!
EHTOS, PATHOS, AND LOGOS
ALL WORK TOGETHER…
• Rhetoric usually involves a mixture of all
three types of persuasion.
• Even in academic writing, where logos is
predominant, authors attempt to earn their
readers’ trust by appearing authoritative and
credible (ethos), and may also bring in
emotional anecdotes or case studies as
supporting evidence or employ subtly
charged language (pathos).
ETHOS:
Name of
organization
gives credibility.
PATHOS:
Shocking image of
bloody body creates
sense of outrage.
LOGOS:
Text makes argument
that reporters need to
inform public about what
goes on in combat zones.
 ETHOS = appeal to character (TRUST ME!)
 PATHOS = appeal to emotion (GUT RESPONSE!)
 LOGOS = appeal to reason (LOGIC’S ON MY SIDE!)
logos
ethos
pathos
Advertising Techniques
The Unfinished Technique
The ad claims that the product is better or
has more of something but does not
finish the comparison.
Example: “Magnaflux gives you more.”
The Weasel Word Technique
Sounds convincing at first, but when you
look closely, the words are empty.
(helps, virtually, can be, up to, fights, feels,
strengthened, comforts, as much as,
refreshes)
Examples: “Leaves dishes virtually
spotless”
“Part of a nutritious
breakfast”
The “We’re Different and
Unique” Technique
States that there is nothing quite like the
product advertised
Examples: “There’s no other mascara like it”
“Only Inca has this unique filter system”
The “Water is Wet”
Technique
Ads say something about the product that
would be true for any brand in that
product category
Examples: “Super Lash greatly increases the
diameter of every lash.”
“The detergent gasoline”
The Vague Technique
Uses words that are colorful and
meaningless, usually with emotional
opinions/often overlaps with other
techniques
Example: “For skin like peaches and cream”.
The
Endorsement/Testimonial
Technique
Use of a celebrity or an authority to sell
the product
Examples: Michael Jordan for Nike or Hanes
Variation- “John Doe” endorsement
people “just like you” use the product
The Scientific/Statistical
Technique
Ad refers to specific numbers,
experiment, or impressive mystery
ingredient
Example: “Molly’s oven cleaner has 33%
more cleaning power than another popular
brand”.
The Compliment the
Customer Technique
Ad that flatters the consumer.
Examples: “Hungary Man: For the real
man.”
The Rhetorical Question
Technique
Demands a response from the audience
to affirm a product’s goodness
Examples: “Wouldn’t you rather drive a
Buick?”
“Shouldn’t your family be drinking Hawaiian
Punch?”
Links
• http://historymatters.gmu.edu/mse/ads/try.htm
•
•
#
http://cla.univfcomte.fr/english/tvcoms/05bounty/bounty.htm
http://www.adflip.com/view_decade.php?start=
26&adDecade=00%27s&thumb=hdr_current.gif
&featuredJpg=13880.jpg&catagoryIDs=&queryO
rderBy=tblAds.publicationIssueDate,tblAds.adNa
me
Brief History of Advertising and
Commercial Culture
• 1704 – first newspaper ad featuring land deals
•
•
and ship cargoes appears in the Boston NewsLetter
1841- first advertising agency opens in Boston –
it represented newspaper publishers, Volney
Palmer
1875 – first modern agency, the N.W. Ayer
agency, working for advertisers and product
companies rather than publishers opens in
Philadelphia
Brief History (continued)
• 1906 – to monitor misleading patent-
medicine claims in newspaper and
magazine ads, the Federal Food and Drug
Act is passed.
• 1914 – The Federal Trade Commission is
established by the federal government to
help monitor advertising abuses.
Brief History (continued)
• 1940’s – a voluntary group of agencies
and advertisers organizes war-bond sales,
blood-donor drives, and food rationing;
the postwar extension of these voluntary
efforts becomes known as the Ad Council.
• 1971 – the tobacco industry agrees to a
government rule that bans cigarette
advertising from television.
Brief History (continued)
• 1988 – R.J. Reynolds revives the Joe Camel
•
cartoon character from an earlier print media
campaign; the percentage of teens smoking
Camels rises sharply.
1989 – Channel One is introduced into
thousands of schools offering “free” equipment
in exchange for ten minutes of news
programming and two minutes of commercials.
Brief History (continued)
• 1996 – the Canadian liquor company and
media conglomerate Seagram defies the
60-year old voluntary ban by the U.S.
liquor industry on hard liquor ads in
broadcasting.
• 1998 – the tobacco industry agrees to a
settlement with several states, and
tobacco ads on billboards are banned.
Brief History (continued)
• 2001 – an hour of prime-time network TV
•
•
contains an average of 16 minutes, 8 seconds of
ads---3 minutes more than in 1991.
2002 – AOL’s online ad sales drop by 40%.
2002 – four international mega-agencies—
Omnicom, Interpublic, WPP, and Publicis–
control more than one-half of the world’s ad
revenues
Brief History (continued)
• 2003 – the Super Bowl remains the most
expensive program for purchasing TV adsone thirty second spot costs more than $2
milllion.
Take a look at your ad…
• What technique(s) is used?
• Ethos, Pathos, Logos?
• Is the ad effective? Why or why not?
• ***If you are unprepared for class today,
make a friend an use his or her ad***
Read the following:
• Read the section of the chapter titled:
Persuasive Techniques in Contemporary
Advertising beginning on page 401:
• Critical Issues in advertising
• Children in advertising
• Advertising in schools
• Health and advertising
Answer the following in groups
• Why are so many people critical of advertising?
• If you were a parent, what strategies would you
•
•
use to explain an objectionable ad to your child
or teenager? Use example
Should advertising aimed at children be
regulated? Support your response.
Should tobacco (or alcohol) advertising be
prohibited? Why or why not?
Homework: Bring in another ad from a
magazine tomorrow
Vocab Unit 5 quiz Friday!!!