The art of selling has evolved considerably over the years
Advertising techniques
Overt (obvious) messages.
•In the Winston cigarettes advert that we watched in class the product takes centre stage
•A catchy jingle constantly reminds us of the brand name
•The characteristics of the product are clearly promoted - i.e tastes good, filters. quality tobacco
Hidden messages.
As viewers we have evolved somewhat. Many of is hate adverts? To keep our interest, promotional messages are often hidden behind a more entertaining content.
•No clear product/service
•No jingle with product name
•Brand only appears at the end
•Ties into apps/social networking
•Use of humour
Advert with an overt message
In this video you can clearly tell that it was an obvious advertisement for the breakfast cereal kellogg's frosties, there is the brands kellogg's frosties tiger who is also advertised on the cereal box. When you see this tiger you think of frosties straight away, it has the boy in the video singing a catchy song about the cereal brand. The characteristics of the product are clearly promoted by the boy constantly singing "it's gonna taste great, it's gonna taste great" they're promoting the taste of the cereal.
Advert with a hidden message
This advert has a hidden message because throughout the video there is no clear product which is being advertised it only grabs your attention because it's funny and uses humour and the brand name only appears at the end of the video. This is a very popular advert and its because it was so random and unexpected and was different than the typical adverts that we hate watching because we're so used to seeing them.
Techniques - Emotional Responses
- The advertisers want us to respond to adverts emotionally because emotions affect our judgments and decisions
- Their aim is to get us to feel positive, funny, excited or occasionally sad or scared.
Advertising companies focus the commercial’s content on the characteristics of the chosen product or service.
For example the advertiser may highlight
- The benefits of owning or using their product.
- The advantages of their product over the competition
- The product/services USP (Unique Selling Point)
- The lifestyle appeal of the product/service
- The brand identityAdverts that are selling products such as hoovers etc will tell the audience the benefits of this product
- Cordless
- Light
- Easy to handle
- Floors and Stairs
- No suction loss
The over-arching message of this advert is that this product will improve your life.
Two Adverts with different characteristics - Product Benefits, Lifestyle, - Product Benefits
The advertising company have chosen to promote this product in this way because it shows the audience the benefits they'll have by buying this product and how amazing this product is and how it will change your everyday life so you need to purchase this product.
This advert shows that this product will help your lifestyle by keeping you healthy (in moderation)
The characteristic that works best for me, well I think they all work well in different ways but I think emotional responses is the best for me
Analyse adverts looking at these things
Characteristics
- Lifestyle
- Better than others
- Benefits
- USP - Unique Selling Point
- Brand culture
Techniques
- Overt (obvious)
- Hidden (not obvious only shows the product at the end)
- Emotional Responses (Dying dogs, children in Africa, Cancer. Something that grabs your emotions. Also cute things that grab your emotions like cute children and cute animals etc)
Structure
Form: Narrative, animation, documentary, talking heads, stand alone, series
Style: Humorous, surreal, dramatic, parody
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