Advertising
Highmore FACS
Instructor: Alana Bergeleen
Students will…
• Analyze marketing strategies that
influence food choices.
BRAINSTORM
• Why would advertisers for food products
want to target children or teens?
• Brainstorm where you see or hear ads for
food.
ACTIVITY 1: Brand Characters
• One method used by food companies to attract kids is to create
characters that are associated with their product or brand. On the
blackboard, have the children come up with a list of their favorite
"food" characters, such as Tony The Tiger, The Honey Comb Kid,
The Nestle Quick Bunny.
• Why might companies create "spokescharacters" like Captain
Crunch or Toucan Sam? (They give products a friendly face that
kids can relate to; they make a product appear fun and exciting.)
• Have your students ever wanted to try a product because they like
its "spokescharacter?"
•
Using the list on the board, ask students to identify what they like
best about each of these characters. Have them vote on which is
their favorite.
• Have students think of their favorite food and ask them create and
name their own food character. Let them draw or paint a picture of
their new character with their favorite food.
No Nonsense Quiz
• Number Your sheet from 1-10.
• http://www.youtube.com/watch?v=vSoax7OX6U&feature=related
• http://www.youtube.com/watch?v=fUjz_eiI
X8k&feature=related
ACTIVITY 2: Jingles
• Manufacturers create
jingles, or catchy sayings,
to encourage customers
to think of their products.
See how many students
can complete the
following food jingles and
identify the food product
that is connected to:
•
•
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•
•
•
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•
•
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"Betcha can't eat just one....."
(Frito Lay)
"It's a honey of an O, its....."
(Honey-nut Cheerios)
"Good, good, whole wheat...."
(Shreddies)
"You can't drink it slow, if it's...."
(Quick)
"Leggo my...."
(Eggo)
"I gotta have my...."
(Corn Pops)
Silly Rabbit,..........Are for kids!"
(Trix)
“When you've got the munchies,
nothing else will do...."
(Hostess Potato Chips)
JINGLES (Cont.)
• Ask students what makes these jingles so
effective. (Answers may include: short, catchy
phrases and simple music that make them easy
to remember; continual repetition of the jingle in
television and radio ads.)
• Tell students to record other popular food jingles
(or jingles for other products) in their media
journals or, have them create a food jingle of
their own.
ADVERTISING
TECHNIQUES
TAKE NOTES
(Or research on internet)
ADVERTISING
• Advertisers spend billions of dollars each
year to influence consumer spending.
• A wide variety of advertising and strategies
are used to influence both children and
teens in purchasing food.
What’s a technique?
• A method ads use to persuade customers
to buy a product. Most techniques appeal
to the consumers need for a sense of
belonging and acceptance.
• Some of the more common advertising
techniques used include the following:
BANDWAGON TECHNIQUE
• Ads give the impression that everyone is
using this product and you don’t want to
be left out.
COMPARISON TECHNIQUE
• Compares one product to another of the
same type. A brand might also compare
its “old” self to its’ “new, improved formula”
Generalities or Glittering
Generalities
• Uses broad, general terms that sound
appealing to the audience but really say
nothing informative about the product or
could apply to any brand of the same
product.
• Example: “The American Way”
Heart Strings
• Ads that draw you into a story ad make
you feel good.
• Example: Hallmark?
Name Calling or Mudslinging
• “slamming” the competition
• Claiming their product is better than
another product.
PLAIN FOLKS
• Appeal to the common, ordinary people
Rewards or Special Offers
• Consumer will get something if they
purchase the product
• Example: a coupon for use on next
purchase, a toy, etc.
Snob Appeal
• Appeal to people who want to become part
of an “elite” or “exclusive” group.
Special Ingredient
• Adding something to a product to set it
apart from the competition.
Testimonial
• Use an athlete or celebrity to endorse a
project.
What is a “Weasel Word?”
• Words that are misleading or deceptive.
– “All natural”
– “New, better tasting” (better tasting than
what?)
– “nutritious”
– “good for you”
– “Fresh”
Media Influences include…
• Media models promoting popular trends
including fashion, style, activities.
• Models apear flawless and reflect images
that are unattainable.
• Enticing consumers with “fat free” foods
leading them to believe that they are able
to eat them inlimited amounts instead of in
moderation, also distorts the need for fat in
the diet.
• Advertising fads in exercising and diet pills and
machines promising “quick fixes” to life problems
instead of lifestyle changes of exercising and
changing eating habits.
• Advertising diet centers and techniques
contributing further to image or idea of
imperfection and being uncomfortable with self.
• Advertising for fast foods or other foods during
times to appeal to specific audiences such as
children and teen sot influence family food
purchases.
FAD DIETS
• In 1992, there were over 455 diet books.
• Diet quacks make more unreasonable,
unproved, and dangerous claims for fat
loss treatments than any other product.
• FAD DIET ASSIGNMENT
– Go to www.everydiet.org.
– Browse the site and summarize 5 of the fad
diets explained on the site.