Advertising

ADVERTISING

INTRO TO FILM & ENTERTAINMENT

QUICK WRITE What comes to mind when you think of the word

advertisement?

WHAT IS ADVERTISING?• The promotion of a product, service,

event, or idea through some sort of public medium• Can be print, broadcast, electronic, etc.

SLOGAN

ADVERTISING TERMS

ADVERTISING TERMS

Slogan• short, memorable advertising phrase• When a product or company uses a

slogan consistently, the slogan can become an important element of identification in the public's perception of the product

JINGLE

ADVERTISING TERMS

ADVERTISING TERMS

Jingle• verse or song that repeats sounds or has

a catchy rhythm• Meant to get stuck in your head!• Do any jingles come to mind?

TAG LINE

ADVERTISING TERMS

ADVERTISING TERMS

Tag Line• a phrase that follows the brand name

and it is often at the end of a commercial or the bottom of an ad

FAD

ADVERTISING TERMS

ADVERTISING TERMS

Fad• a custom, style, etc., that many people

are interested in for a short time• passing craze

DEMOGRAPHICS

ADVERTISING TERMS

ADVERTISING TERMS

Demographics• Factual characteristics of a population

sample• age, gender, race, nationality, income,

disability, education

TARGET AUDIENCE

ADVERTISING TERMS

ADVERTISING TERMS

Target Audience• specific groups of people that media

producers or advertisers want to reach• May be visible in ad or implied

MARKETING

ADVERTISING TERMS

ADVERTISING TERMS

Marketing• the process of promoting and selling a

product or service based on decisions about what the product image should be and who is most likely to buy it

• Who needs/will use this? How will we convince them? What medium will we use? Cost? Etc.

SO…We can take demographics to form a target audience to create a marketing plan so that the advertisement appeals to specific groups.

CAPTION

ADVERTISING TERMS

ADVERTISING TERMS

Caption• a phrase, sentence, or short paragraph

describing the contents of an illustration such as photos or charts

• Photo captions are usually placed directly above, below, or to the side of the pictures they describe

Z-LINE

ADVERTISING TERMS

ADVERTISING TERMS

Z-Line• This shape can be seen in print

advertising in the way that the most important pictures and information are set up

• Natural pattern for the eyes

APPEAL TO EMOTION

ADVERTISING TECHNIQUES

ADVERTISING TECHNIQUES

Appeal to Emotion• an advertising technique when

advertisers appeal to those emotional needs experienced by all humans

ASSOCIATION

ADVERTISING TECHNIQUES

ADVERTISING TECHNIQUES

Association• an advertising technique whereby

products are associated with the people, values, and lifestyles depicted in the ads

FEAR TACTIC

ADVERTISING TECHNIQUES

ADVERTISING TECHNIQUES

Fear Tactic• an advertising technique whereby

products are sold based on our fears