Ad Techniques
"9 out of 10 experts recommend Colgate to prevent cavities"
Expert Testimonial
Name one of the Big Six companies
Comcast
Disney
National Amusements
TimeWarner
Sony
NewsCorp
Jennifer Aniston promoting "Smart Water" would be an example of...
Ethos- proving credibility
What is the definition of hook?
a short phrase / jingle / concept designed to entice a customer to purchase a product or sign up for a service (what ATTRACTS buyer)
This technique is most often used to sell food. It makes you want to drool and go buy a big mac!
Eye Appeal
Name one of the smaller companies that is owned by a Big Six.
(Just examples)
Disney owns Marvel/Star Wars
NewsCorp owns Fox Entertainment
Comcast owns Universal
TimeWarner owns Warner Bros & CNN
National Amusement owns Paramount/Nickelodeon
Sony owns Sony Pictures
A woman laying on a beach, drinking a coca-cola in the sun would be considered...
Pathos- playing to the emotion of the viewer
What is advertising?
The public promotion of something such as a product, service, business, or event in order to attract or increase interest in it.
A husband buys his wife a brand new Subaru. She squeals with joy and gives him a big hug and tells him that she loves him.
Happy Family- showing our love through buying
Besides movie/television, what is another outlet that one of the Big Six owns?
news stations, newspapers, publishing houses, Internet utilities, video game developers, magazines, amusement parks
Kendall Jenner is walking outside, drinking a pepsi with bright colors and trees around her.
What is being used?
Ethos
What is a weasel word?
Words (or phrases) used to avoid making a direct statement.
An ad that doesn't present any details for a claim, just vague ideas instead of specific plans.
Glittering Generalities
This Big Six company produces the most amount of news, with 178 million readers monthly.
TimeWarner
This Nissan commercial shows a daughter and father driving on a highway. The daughter is about to drive past some scary construction, but then the father uses his sage like wisdom to instruct her to turn on the "ProPilot" system that Nissan now features in their cars.
What type of advertising is this?
Logos- Machine logic behind having a guided system in the car to keep your distracted children safe.
What is a dangling comparison?
A product claim that seems to compare the product to the competition. In reality, the product is compared to nothing.
Presented with a quick, easy solution to all of our problems! We will use this product and all of our worries are gone!
Magic
Fill in the Blank:
In 1983, _____ of American media was owned by ______ different companies.
In 2011, the same ______ controlled by just _____ companies.
90%, 50
90%, 6
BMW putting out an advertisement with a picture of a pair of feet, one is prosthetic. The caption reads "Spare parts for humans are not as original as those for cars. Don't drink and drive."
What is being used here?
Pathos- emotion, sympathy
What is demographics>>
statistical data about age, gender, profession, level of income, level of education, ethnic background, and so forth (FACTS)
who is this targeted to?