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Advertestment Through Posters

The document discusses various techniques used in advertisements, including persuasive language, slogans, visual effects, layout, graphics, photographs, logos, universal claims, and targeting audiences. It explains how advertisements aim to influence people by creating emotional responses, using psychology to appeal to consumer needs and desires, and making the ads memorable through various creative approaches. The overall purpose is to promote products and influence consumer purchasing decisions.

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Bhawna Vyas
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257 views49 pages

Advertestment Through Posters

The document discusses various techniques used in advertisements, including persuasive language, slogans, visual effects, layout, graphics, photographs, logos, universal claims, and targeting audiences. It explains how advertisements aim to influence people by creating emotional responses, using psychology to appeal to consumer needs and desires, and making the ads memorable through various creative approaches. The overall purpose is to promote products and influence consumer purchasing decisions.

Uploaded by

Bhawna Vyas
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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ADVERTESTMENT THROUGH POSTERS

Were the prior images advertisements? If


so, what are they trying to sell?

Selling ideas, not just products.


What is advertising?

What does the term “advertising” mean to you? What


do you think of when you hear the word? What does it
remind you of?
Advertising:
Definition
Advertising is a means of communication with the users
of a product or service. Advertisements are messages
paid for by those who send them and are intended to
inform or influence people who receive them.
What is media?

Media refers to the means of communication, such as


radio television, newspapers, and magazines, that reach
or influence people widely.
Categories of Advertising

- Print Advertising
- Outdoor Advertising
- Broadcast Advertising
- Covert Advertising
- Public Service Advertising
Print Advertising
If an advertisement is printed on paper, be it newspapers,
magazines, newsletters, booklets, flyers, direct mail, or
anything else that would be considered a portable printed
medium, then it comes under the banner of print
advertising.
Broadcast Advertising
The term broadcast advertising applies to commercials aired on
either television, radio and internet which are typically called
spots. It's also known as on-air advertising, and it's the primary
revenue generator for commercial television, radio stations and
internet sites.
Outdoor Advertising
Outdoor advertising is a broad
term that describes any type of
advertising that reaches the
consumer when they are outside.

Outdoor advertising is a mass-


market medium. It is better used
for broad messages, branding and
support campaigns.
Purpose
The general purpose of advertisement is to “sell”
something, but what else?

Aims of advertising:
• to increase the sales of a product or service.
• to create or maintain a brand identity.
• to communicate a change in an existing product line.
• to introduce a new product or service.
• to convey socially relevant messages.
Understanding Advertisements

• Reading advertisements is a complex skill.

• Following is a list of the different techniques used in the


construction of advertisements to convey meaning.

• Identifying these techniques in advertisement examples helps


to analyse an advertisement.
Techniques

Advertising companies
use many techniques to
persuade consumers.

Some techniques are


language based, but
many are visual.
Persuasive Language
Well chosen adjectives, puns, alliteration, assonance,
exaggeration, repetition, rhetorical questions, commands,
slogans and catchy phrases.

Down Down
Prices are down
The Slogan

• A slogan is a repetitive expression of an idea or purpose.

• On a printed advert this usually appears near the brand name


and stands out from the rest of the copy in some way
(because of its size, font, position or colour).

• Slogans are designed to be memorable or to hold your


attention. They can also communicate an idea about a certain
brand.

• Language can be in the form of print, speech, song, poetry.


Techniques
Other language used in advertising
In his famous book, Confessions of an Advertising Man, David
Ogilvy identifies the most pervasive and effective words used
in advertising.

Suddenly Now Magic Offer


Announcing Quick Easy
Introducing Wanted
Improvement Challenge
Amazing Sensational Compare
Remarkable Bargain Hurry
Revolutionary
Startling Miracle
Why do you think these kinds of words are
effective?

Are some effective for different reasons?

If you saw these words written on a poster or


advertisement in a magazine do you think that you would
be persuaded to buy a product? Why?
Visual effects
Eye-catching headlines, pictures, photographs,
cartoons, posters, and cleverly designed graphics,
including fonts and colours.
Absolutely everything you see in an advert is
planned and crafted to give a specific image and
idea…
Reading the image: what’s in the picture?
What can you tell about the different people shown in the
advertisement from their
• age
• sex
• race
• facial expression - direction of their eyes, who or what are they
looking at
• body language - the way they are posed, what they are doing
• relationship to each other in the frame
• clothing
Where is the ad set?

Where is it supposed to be and how do you know?

What can you see in the background, what does it suggest?


Typography
What different type faces (fonts) are used? Why do you think
they were chosen?

Always pay attention to fonts when analysing advertisements


in print. They may not be the most noticeable element;
however, after dissecting layout, fonts can work with the ad to
reinforce or sabotage a print ad. Comic Sans and Times New
Roman are very different fonts. They both carry their own feel.
Never underestimate the power of a good font to complement
art direction.
The Meaning Of Colour
Advertisements use colour to project a certain idea and/or
message about the company of product. What do individual
colours mean to you?
Brightness: Refers to the amount of white in a colour. The more
white a colour has, the brighter it is.

Saturation: Refers to the amount of a colour used. When a


colour is at full saturation, it is extremely vibrant. When a colour
is "desaturated," a large amount of colour has been removed.
Layout
The way that images and words are positioned on an
advertisement is very important.
What is the basic design of the layout?

• When analysing advertising • How are the different


in print, you will usually find components or elements
two primary approaches to arranged? Are they
the use of the space. The symmetrical? If not, does
first will be to use lots of there seem to be a
white space for a cleaner conscious design-based
look. The other approach is reason why the items don't
to fill the space with graphic balance?
and copy elements.
Use Of Graphics
If the print advert uses graphics, what kind of graphics are they?

• Photos
• Cartoons
• Basic line drawings
• Reproductions of famous art work

Consumers tend to prefer photographs over illustrations and drawings


because they are more believable, more real. But illustrations and
pictures are appropriate when the concept is very abstract, or too
expensive to actually photograph.
Photographs
What photographic techniques are used:
• Close up
• Long shot
• Medium shot
• Action shot
• Colour
• Black and white
• Sepia

What significance do the different techniques have in different adverts? What about lighting, and the angle

of the shot?

Is there action on the background? If so, what is its relationship to the foreground? Is the background blurry or
focused?

Every element is there for a reason.


The Logo

• A logo is a graphic mark or emblem commonly used by


commercial enterprises, organisations and even
individuals to aid and promote instant public recognition.
The most successful logo is reported to be…

http://www.nike.com/nikebiz/nikebiz.jhtml?page=5&item=origin
Universal Claims
Universal claims are statements that appeal to the
consumer’s emotions and desires; make the consumer feel
that is in their interest to purchase the product or service.
Advertising and Psychology
Psychology is key in advertising. If marketers can make
consumers feel a need or desire for their product through
their advertising campaigns then they will be successful.
For example, some women will pay an exorbitant amount for
facial cleansers in preference to plain soap.
Psychology has been applied extensively to the field of
advertising, especially in discovering what motivates people
to buy, and then applying the appropriate stimulus.
Advertising is closely connected to propaganda, since both
involve the art of persuasion.
Make it memorable
Humour, controversy, sex, originality or a point of difference to
keep the product in consumers’ minds are often used to make
adverts memorable.
The connection
• Advertising can be effective without a traditional ‘message’,
‘proposition’ or ‘benefit’. Some of the latest advertising thinking
suggests that attempts to impose them can actually reduce
effectiveness.Some companies are trading a traditional focus on
proposition and persuasion in favour of deepening a relationship
between product and consumer.
Target Audience
The target audience (also called target population) refers to a
particular group of people, identified as the intended recipient of
an advertisement or message.
Stereotyping

Many adverts display stereotypes, presenting clear messages about


how members of certain groups (eg. sex, race, religion, age should act,
look like, do).

This is frequently seen in gender roles, where kitchen appliances are


targeted at women, lawn movers at men, dolls at girls and car toys at
boys.
Pathos

An advertisement using pathos will attempt to evoke an


emotional response in the consumer.

Sometimes, it is a positive emotion such as happiness: an image of people enjoying


themselves while drinking Coke.

Other times, advertisers will use negative emotions such as


pain: a person having back problems after buying the ‘wrong’ mattress.

Pathos can also include emotions such as fear and guilt. Images of a starving child
persuade you to send money.
Logo

An advertisement using logos will give you the evidence


and statistics you need to fully understand what the
product does.

The logos of an advertisement will be the "straight facts"


about the product. Fore example Cadbury’s claim that
their is a glass and a half of milk in every block.

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