Advertising
Honors Language and
Composition
What is advertising?
Jot down your response
Where is advertising?
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List places where advertising is present
List at least three “ads” you see in this
classroom.
What is its purpose?
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Capture our attention
Create a need in our subconscious
Get us to act upon that need
Some winning ads:
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Cheese anyone?
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Radio Ad – Clio Winner
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Print Ad - Clio Winner
Think about what you see here:
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http://www.youtube.com/watch?v=iYhCn0
jf46U
Important “Jargon” and
Terminology
Media
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the means of communication
Wide reach
Radio, television, newspapers, magazines,
etc.
Demographics
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Information about size & characteristics of
a particular population. Includes: age, sex,
income, education, size of household,
ownership of home, etc.
Copy
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text for an advertisement.
Should get attention, generate interest
and desire and prompt action.
Branding
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Process employing marketing strategies to
get people to easily remember their
products and services
Important concept in today’s world where
so many brands exist
Niche
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A part of the market consisting of those
people most likely to be interested in a
product or service.
Also called “target market.”
Roadblocking
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a scheduling technique where a brand's
commercial airs at approximately the same
time on all three networks or on all stations in
a given market.
Sweeps
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the four 4-week periods when all TV markets
are measured by Nielsen and Arbitron for
station viewing and demographic information.
Sweep months are February, May, July and
November.
Culture Jamming
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Tactic to disrupt or weaken cultural
establishments, including corporate advertising.
Political and social activism
Use the media to subvert the media
Point is to have us consider the “branded” world
we live in
Challenges what is “cool”
Expose the over consumption of our society
Culture Jamming Example
Marketing to your generation
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Marketing to Millennials – New York Times
Jib Fowles’ appeals
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Who is this guy?
Appeals
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To reach urges, desires, yearnings
Because we are a consumer driven
economy, companies MUST advertise
In areas where commodities are scarce,
there is no need to advertise
We must pay attention to how we are
being reached to avoid “responding
unthinkingly”
15 Basic Appeals
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American is exposed to 500 ads daily
We have developed filters
Advertisers want to find a way into our
subconscious
Advertisers find ways to stimulate our
impulses and desires
Appeals, cont.
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Two contents in ads:
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Appeal to drives in our minds
Provide information (product name, picture,
etc.)
Link these two (Cadillac with country club)
Need for Sex
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Used very little
Too “blaring” and detracts from product
Works better on men than women
A tricky appeal
Need for affiliation
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Need to associate with others
Desire to be in good company
Pair-bonding
Friendship
Can be negative, too (ie: if you don’t use
our product…)
Need to Nurture
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Taking care of pets, kids, defenseless
creatures
Wife taking care of sick husband, etc.
Oscar Meyer Wieners
Need for guidance
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Opposite of need for nurture
Help me! Shield me! Guide me!
Paren-tlike figures
Figures of authority
Figures of fantasy (Betty Crocker)
Need to aggress
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Aggressive drives
Needs to be carefully considered; can be a
turnoff
Depicted arguments
Where’s The Beef?
Need to Achieve
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Energizes and motivates people
Role models, celebrities
Products that advertise in superlatives
Need to dominate
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Not always masculine
Aspiration for control
Longing for “clout”
Craving to be powerful
Need for Prominence
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Want to be admired and respected
To enjoy prestige and social status
Put one above others
Need for attention
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Want others to look at and up to you
Exhibit ourselves
Need for autonomy
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Independence and integrity
Being an individual
Antithesis of need for guidance
Need to Escape
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Seek adventure
A one person flight
Freedom from obligations, duty, work, etc.
Need to feel safe
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Calls to the instinct of self-preservation
Want someone to watch over us
Protect ourselves from danger and
negative influences
Want to be healthy
Need for Aesthetic sensations
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It looks good
Nearly every ad has this component
Can be expanded into ad’s primary appeal
Appeals to our sense of beauty
Kohler ad
Need to Satisfy Curiosity
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We are naturally curious
Trivia, percentages and observations help
sell products
What does it feature that I want to know?
Physiological Needs
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Appeals to our need for sleep, food, drink
Closure
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Jot down one important idea you learned
Jot down five other facts/bits of
information you found useful or interesting
Homework: go home and browse through
the newspaper or a magazine. Find an ad
that you fits perfectly into one of Fowles’
appeals. Bring to class for discussion.