AdvertisingAdvertising

Highmore FACSHighmore FACS

Instructor: Alana BergeleenInstructor: Alana Bergeleen

Students will…Students will…

• Analyze marketing strategies that influence food choices.

BRAINSTORMBRAINSTORM

• Why would advertisers for food products want to target children or teens?

• Brainstorm where you see or hear ads for food.

ACTIVITY 1: Brand CharactersACTIVITY 1: Brand Characters

• One method used by food companies to attract kids is to create characters that are associated with their product or brand. On the blackboard, have the children come up with a list of their favorite "food" characters, such as Tony The Tiger, The Honey Comb Kid, The Nestle Quick Bunny. 

• Why might companies create "spokescharacters" like Captain Crunch or Toucan Sam? (They give  products a  friendly face that kids can relate to; they make a product appear fun and exciting.)

• Have your students ever wanted to try a product because they like its "spokescharacter?"

•Using the list on the board, ask students to identify what they like best about each of these characters. Have them vote on which is their favorite.

• Have students think of their favorite food and ask them create and name their own food character. Let them draw or paint a picture of their new character with their favorite food.

No Nonsense QuizNo Nonsense Quiz

• Number Your sheet from 1-10.

• http://www.youtube.com/watch?v=-vSoax7OX6U&feature=related

• http://www.youtube.com/watch?v=fUjz_eiIX8k&feature=related

ACTIVITY 2: JinglesACTIVITY 2: Jingles

• Manufacturers create jingles, or catchy sayings, to encourage customers to think of their products. See how many students can complete the following food jingles and identify the food product that is connected to:

• "Betcha can't eat just one....." • (Frito Lay) • "It's a honey of an O, its....." • (Honey-nut Cheerios) • "Good, good, whole wheat...." • (Shreddies) • "You can't drink it slow, if it's...." • (Quick)

"Leggo my...." • (Eggo) • "I gotta have my...." • (Corn Pops) • Silly Rabbit,..........Are for kids!" • (Trix) • “When you've got the munchies,

nothing else will do...." • (Hostess Potato Chips)

JINGLES (Cont.)JINGLES (Cont.)

• Ask students what makes these jingles so effective. (Answers may include: short, catchy phrases and simple music that make them easy to remember; continual repetition of the jingle in television and radio ads.) 

• Tell students to record other popular food jingles (or jingles for other products) in their media journals or, have them create a food jingle of their own.

ADVERTISING ADVERTISING TECHNIQUESTECHNIQUES

TAKE NOTESTAKE NOTES

(Or research on internet)(Or research on internet)

ADVERTISINGADVERTISING

• Advertisers spend billions of dollars each year to influence consumer spending.

• A wide variety of advertising and strategies are used to influence both children and teens in purchasing food.

What’s a technique?What’s a technique?

• A method ads use to persuade customers to buy a product. Most techniques appeal to the consumers need for a sense of belonging and acceptance.

• Some of the more common advertising techniques used include the following:

BANDWAGON TECHNIQUEBANDWAGON TECHNIQUE

• Ads give the impression that everyone is using this product and you don’t want to be left out.

COMPARISON TECHNIQUECOMPARISON TECHNIQUE

• Compares one product to another of the same type. A brand might also compare its “old” self to its’ “new, improved formula”

Generalities or Glittering Generalities or Glittering GeneralitiesGeneralities

• Uses broad, general terms that sound appealing to the audience but really say nothing informative about the product or could apply to any brand of the same product.

• Example: “The American Way”

Heart StringsHeart Strings

• Ads that draw you into a story ad make you feel good.

• Example: Hallmark?

Name Calling or MudslingingName Calling or Mudslinging

• “slamming” the competition

• Claiming their product is better than another product.

PLAIN FOLKSPLAIN FOLKS

• Appeal to the common, ordinary people

Rewards or Special OffersRewards or Special Offers

• Consumer will get something if they purchase the product

• Example: a coupon for use on next purchase, a toy, etc.

Snob AppealSnob Appeal

• Appeal to people who want to become part of an “elite” or “exclusive” group.

Special IngredientSpecial Ingredient

• Adding something to a product to set it apart from the competition.

TestimonialTestimonial

• Use an athlete or celebrity to endorse a project.

What is a “Weasel Word?”What is a “Weasel Word?”

• Words that are misleading or deceptive.– “All natural”– “New, better tasting” (better tasting than

what?)– “nutritious”– “good for you”– “Fresh”

Media Influences include…Media Influences include…

• Media models promoting popular trends including fashion, style, activities.

• Models apear flawless and reflect images that are unattainable.

• Enticing consumers with “fat free” foods leading them to believe that they are able to eat them inlimited amounts instead of in moderation, also distorts the need for fat in the diet.

• Advertising fads in exercising and diet pills and machines promising “quick fixes” to life problems instead of lifestyle changes of exercising and changing eating habits.

• Advertising diet centers and techniques contributing further to image or idea of imperfection and being uncomfortable with self.

• Advertising for fast foods or other foods during times to appeal to specific audiences such as children and teen sot influence family food purchases.

FAD DIETSFAD DIETS

• In 1992, there were over 455 diet books.

• Diet quacks make more unreasonable, unproved, and dangerous claims for fat loss treatments than any other product.

• FAD DIET ASSIGNMENT– Go to www.everydiet.org.– Browse the site and summarize 5 of the fad

diets explained on the site.