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11 views

Advertising

Uploaded by

nataliemuller.nats
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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ADVERTISING

Advertising is part of our day-to-day lives and it is


important to understand how advertisers use various
techniques to manipulate us.
One should be aware of certain advertising jargon in
order to deliver impressive analyses of
advertisements.

 Logo – the picture or visual symbol that allows the consumer to identify
with the product. This is primarily visual but may include some text.

 Slogan – the catchy phrase that is used to enable the consumer to


identify with the product e.g. “Just Do It”. This is a textual aid.

 Target Market – the audience at whom the advertisement


is aimed or who the advertisement is aiming to attract e.g. young, sporty men and
women. One should look at sex, gender, age, race etc when identifying the target
market.

 Selling Points – what would entice a person to buy that


particular product or what makes the product desirable.

 Body copy/ copy – the written element of an


advertisement.
In order to be successful in analysing an
advertisement one must note the following:

 Pay attention to language usage in advertising. One should be familiar with


advertising jargon as well as language devices such as figures of speech. In
particular, many advertisers make use of the pun.
 One should also be aware of the style, tone, register and intention of the
advertisement. These are not only conveyed through text but also through
the visuals.
 The primary focus in the advertising section is often the link between the
visual elements and the text of an advertisement. Therefore it is very
important to note and examine the link between the visual and textual
elements of an advertisement!
 Advertisers usually employ stereotypes of age, gender, sexuality, etc.
 Another important element to be aware of is the use of space and placement
of key elements. One should look at the use of white space and how the
advertiser has used the space.

Advertising Techniques
AIDA Principle

Attention: The headline of the advertisement must catch the attention of the reader

Interest: The advertisement should arouse the interest of the reader making them
want to know more.

Desire: The readers must have a desire to obtain the product or the service. This is
usually contained in the main body of the advertisement.

Action: The readers are asked to act on what they have read in the advertisement. In
this section of the advert the readers are told as to how they can buy the product or the
service.

Emotive/Evocative language/ images


Language is a powerful manipulator! Advertisers use language to manipulate
their target market in order to sell their product.
Emotive language appeals to the emotions of the target audience and it
persuades and influences them. It is often subtle so that the audience is not
aware that they are being manipulated. Emotive language can be linked to
connotation, bias, subjectivity and opinion.
Emotional Appeal
The seven deadly sins are believed to be principal wrongs that tempt us all.
Advertisers often appeal to these sins as part of their emotional appeal.

The Seven Deadly Sins:


 Pride is excessive belief in one's own abilities, which interferes with the individual's
recognition of the grace of a higher being. It has been called the sin from which all others
arise. Pride is also known as Vanity.
 Envy is the desire for others' traits, status, abilities, or situation.
 Gluttony is an excessive desire to consume more than that which one requires.
 Lust is an inordinate craving for the pleasures of the body.
 Anger is manifested in the individual who spurns love and opts instead for fury. It is also
known as Wrath.
 Greed is the desire for material wealth or gain, ignoring the realm of the spiritual. It is also
called Avarice or Covetousness.
 Sloth is the avoidance of physical or spiritual work.

Other aspects of the human make up are


also targeted:
 Masculinity or femininity
 Self esteem
 Desire to be liked or loved and personal success: Appeals to the desire to
have many friends and good relationships.
 Sympathies with the weak, guilt and pity.
 Patriotism

Repetition:
This technique works on the premise that if a person hears something often
enough, they will begin to believe it. It is a subliminal technique that works
implicitly rather than explicitly.

Rhetorical question:
The use of the rhetorical question engages the reader and allows them to feel a
personal connection with the product being advertised. The rhetorical question
is a powerful tool that allows the audience to focus on and consider the question
being posed and is usually followed by an elaboration on the question.
Snob/celebrity
Appeal
Advertisers often promote their
product by associating it with the
idealised lifestyle of the rich and
famous. Through ‘snob appeal’
advertisers sell glamour, luxury,
comfort, beauty, pleasure,
enjoyment, happiness etc.

Sexual
attractiveness:
Many advertisers use sex and
sexual attractiveness to make their
product seem more appealing.
Beauty, virility, erotic attraction
and sexual arousal are all used as to
try and persuade consumers to buy
certain products. These products may have no direct link to sex or sexual
attractiveness but advertisers recognise that they are successful due to
association.

Ordinary Folks Appeal:


Appeals to your average, hard-working, middle class person. This technique
appeals to a person’s desire to fit in.

Bandwagon Appeal:
This technique targets people’s tendency to conform. It appeals to people’s
desire not to feel left out. This technique uses catchy phrasing such as
“Thousands of people can’t be wrong…”.

Expert appeal:
Advertisers often employ authorities in certain fields to endorse their product.
The reasoning behind this is the belief that laypeople will automatically believe
someone with qualifications related to that product. An advertisement which
uses expert appeal may include information on scientifically proven ingredients
and research that has been used in the making of the product. These adverts
also make use of technical jargon to overwhelm their target market.
Non-conformity Appeal:
Appeals to the individual by using catchy phrasing such as, ”Dare to be
different”.

Fact and opinion/ Bias


Very often, an opinion will be disguised
as a fact – this has proved to be
successful in manipulating the reader
into believing what advertisers are
saying and buying their products.
Advertisers often choose to use biased
words in their advertisements to create
either a favourable or unfavourable
impression to manipulate the target
audience.

Sensationalism:
Sensationalism is used to trigger
feelings if horror, curiosity and shock
through dramatisation and exaggeration.
Humour:
Advertisers use humour to engage their target market and create a memorable
advertisement.

Copy: R250 off all eye tests.


To book an eye examination call 021 418 1141. Open 7 days a week: 9am – 9pm. Offer valid until
end March 2010. Terms and conditions apply.

Exercises
Identify the techniques of advertising used in Advertisements 1 and 2 and who
you think is the intended target market for each advertisement.

Advertisement 1
Advertisement 2

Refer to Advertisement 3. In what kind of publication would you expect to


find this advertisement? (3)

Identify and discuss the effectiveness of two different advertising techniques


employed Advertisement 3. (4)

Advertisement 3

Copy: Join the gang


Rethink education. Reinvent yourself
How have the different advertising techniques been employed to ensure that all
aspects of the AIDA principle have been met in Advertisement 4?

Advertisement 4

Copy:
Goal by Beckham
Body by milk

Heads up. The protein in milk helps build muscle and some studies suggest teens who choose it
tend to be leaner. Staying active, eating right, and drinking 3 glasses a day of lowfat or fat free
milk helps you look great. So grab a glass and get in the game.

GOT MILK?

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