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Advertising
Tapping into desire
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What brands do you use?
Write down a list of the products you tend to use on your body in a
typical week and explain why you choose to use it.
E.G. I use Colgate Total toothpaste because I want to avoid cavities and
keep my gums healthy at the same time.
How
many products can you list?
What
is the class average?
Now add other products that you don’t use each day to your list but
would use at least once in a week.
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How does the average change?
Has
anybody lied or missed out a product because they were too
embarrassed to share?
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Beauty is only a product away…
As a group, you have five minutes to list as many products as
possible that a woman could use to maintain or improve her
appearance in an average week. You must also list the problem
that the product is addressing e.g. “lip balm- dry, flaky lips)
A product can only appear once, regardless of how many times it
is used within a week e.g. people will hopefully brush their teeth
14 times in a week but toothpaste can only appear once on the
list.
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Who has the biggest list?
Which items on the list would also apply to men?
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Which items would you add to the list for men?
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Needs and Wants
Look back at your list and identify:
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How many products on the list would you consider a need?
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How many products are more of an added bonus or a want?
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How many products are more of a desire for most people?
Discuss:
What does this tell you about an advertising company's job?
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How do you convince somebody to
want something they don’t need?
Answer: Make the product provide them with something that the
target audience feels they need, want or, even better, desire.
E.G. I really don’t need less oily skin but as a shy teen I do need
more self confidence
Humans have a whole list of physical and emotional needs. Most
products claim to understand and fulfill at least one of these
needs
E.G. the paternal need to provide safety for their children is often
used to sell cleaning products.
Brainstorm: What are some of the physical, social, emotional and
psychological needs or desires of humans that advertising often
appeals to?
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Emotive Appeals
Advertisements that achieve their purpose by stimulating
one's emotions, rather than one's sense of the practical or
impractical.Emotional appeals attempt to appeal to the
consumer's psychological, social, or emotional needs. The
copy and images can arouse fear, love, hate, greed, sexual
desire, or humor, or otherwise create psychological tension
that can best be resolved by purchase of the product or
service.
+ Who is the target audience? What emotional appeals
are being used to sell the product in this advert?
+ Who is the target audience? What emotional appeals
are being used to sell the product in this advert?
+ Who is the target audience? What emotional appeals
are being used to sell the product in this advert?
+ Who is the target audience? What emotional appeals
are being used to sell the product in this advert?
+ Who is the target audience? What emotional appeals
are being used to sell the product in this advert?
+ Who is the target audience? What emotional appeals
are being used to sell the product in this advert?
+ Who is the target audience? What emotional appeals
are being used to sell the product in this advert?
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Television Advertisements
Watch, then discuss: The following advertisements for New
Zealand Telecom all appeal to our need to connect with other
humans. They all follow the same formula. What is this
formula?
http://www.youtube.com/watch?v=YtU0S1rG2fM
http://www.youtube.com/watch?v=qvwMPGwUSO8
http://www.youtube.com/watch?v=Jo0e5VVgz6Q
Create
Can
a formula or a recipe for this type of advertisement.
you think of other companies that use a formula for
their advertisements? What are these ‘formulas?
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Emotive appeal
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Here is an excerpt from a Frontline video called ‘The
Persuaders’. In this segment, the idea of appealing to a target
audience with a specific set of emotional values is discussed.
http://www.pbs.org/wgbh/pages/frontline/shows/persuaders/
The segment to watch is called ‘Emotional Branding’
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Emotive Appeal Activity
Activity: Choose a brand you know well and think about its latest advertising
campaigns. Who do you think their ideal consumer is.
Company/ product name:
Consumer name:
Age:
Interests:
Likely employment:
Aspirations:
Values in Life:
Reason for using the product: