Advertising Techniques

Designed to sell…

Objectives

To recognize different advertising techniques

To understand the qualities of a good ad

To create an original ad using at least one propaganda technique and the four qualities of a good ad

To think critically about real world ads

Group work

In teams, students examine the print ads

Through discussion, students will determine which advertising techniques are being utilized in the ads.

Four Qualities of a Good Ad

Attracts attention Arouses interest Creates desire Causes action

Propaganda Techniques used in Advertising

Bandwagon persuading people to do something by letting

them know others are doing it Testimonial

using the words of a famous person to persuade you

Transfer using the names or pictures of famous people, but

not direct quotations Repetition

the product name is repeated at least four times Emotional words

words that will make you feel strongly about someone or something

More Techniques… Revives and sustains

Keeps a person whole & on the right track Magic Ingredients

Ingredients can do what no other product can Snob Appeal

Only the best FOR the BEST Plain Folks

We are just like you! We understand you and your needs

Patriotism Do it for the love of your country

Wit & humor HAHAHAHA! That was so funny, so cute, so

awesome! I have to buy it!

Propaganda is old news…

http://www.youtube.com/watch?v=Rq2aCuYSB_c

http://www.youtube.com/watch?v=9ejTf0iu6yY&feature=related

Snob appeal1957

Magic ingredients“Revives and sustains”1905

Bandwagon:“6 million drinks a day”1925

Bandwagon:“It had to be good to get where it is”1926

Plain folks:“Friends for life”1935

Patriotism1974

Wit and humor1999

Coca-Cola on American Idol

American Idol is a top-rated show in America

Coca-cola is a major sponsor of American Idol

Soft advertising is more expensive but more effective

Advertising on AMERICAN IDOL

General class discussion: What types of advertising does Coca-

cola use? Why does it work? How do they use product placement in

the programming? Why do advertisers rely on product

placement?

…and the big question:

Why did Coca-cola’sadvertising techniques change

so drastically?

The Hilltop Ad 1971

“I’d like to buy the world a Coke”

http://www.youtube.com/watch?v=Q8H5263jCGg

Mean Joe Green 1979

http://www.youtube.com/watch?v=xffOCZYX6F8

Polar Bears 1993

http://www.youtube.com/watch?v=xIk7Q_DJIgQ

It’s Mine 2008

http://www.youtube.com/watch?v=xiMf5cCDy1I&NR=1

Troy Polamalu Super Bowl XIII Commercial 2009

http://www.youtube.com/watch?v=sjII6F-nJBQ&NR=1

Shake Up Christmas - 2010

http://www.youtube.com/watch?v=4TMwBFK2qHI

Book Commercial

Qualities of a good ad Attracts attention Arouses interest Creates desire Causes action

Incorporate at least 1 propaganda technique

Book Commercial

Review Project Guidelines The four qualities of a good ad Propaganda Techniques Target Audience Persuasiveness