Advertising Types and Techniques

Types of Advertising

Television Infomercials Radio Online Billboard In Store Print

Magazines Newspaper Classified

Mobile Ads Celebrity Branding Corporate Sponsorship Covert

Product placement Brands

"I can ignore most advertising" "Songs from commercials stick in my head" "I have made a conscious effort to look like

someone specific I have seen in an ad." "Some ads make me feel bad about myself

or inadequate“ “Advertising does not impact me at all.”

Does advertizing impact you?

If you use this product you will...

Join a wonderful group of people. Feel appreciated. Be rewarded. Be held in high esteem by others. Will have more love in your life. Will enjoy the adventure or escape that you want. Will be more like famous or wealthy people. Will be associated with success, humor, tradition

or modernity. Will find deep satisfaction.

And, if you do not use this product you will ...

Face social isolation or career failure. Face failing health or death.

Common Techniques

Bandwagon Effect (everyone’s buying it)Emotional Appeal (connect with fears and

desires) Glittering Generalities (big promises)Plain Folks Appeal (relates to ordinary

people)Testimonials (use celebrities or experts)Scientific Appeal (use stats or data)

Examples: 60s Commercials60’s Commercials Collection (change?) http://www.youtube.com/watch?v=_yWTsFVkrFc

Kool Cigarette Commercial http://www.youtube.com/watch?

v=7U9vWwhsuQw&feature=related

Examples: 80s Commercials

Life cereal http://www.youtube.com/watch?v=vYEXzx-

TINc&feature=related

Wendy’s http://www.youtube.com/watch?v=Ug75diEyiA0

Various 80’s commercials (change?) http://www.youtube.com/watch?v=Tk25rk0_2rk

Examples: Modern

Dove Commercial http://www.youtube.com/watch?v=iYhCn0jf46U

Evian Commercial http://www.youtube.com/watch?v=8-p0CxW87pg

Pet Beaver – Molson Canadian http://www.youtube.com/watch?v=NMKyMELsH1M

Examples: Modern

Old Spice Commercial http://www.youtube.com/watch?v=owGykVbfgUE

Cheerios http://www.youtube.com/watch?v=kYofm5d5Xdw

Anti-Smoking http://www.youtube.com/watch?v=SfAxUpeVhCg

Point For Discussion

Kalle Lasn, one of the most outspoken critics of advertising on the international stage, considers advertising “the most prevalent and toxic of the mental pollutants. From the moment your radio alarm sounds in the morning to the wee hours of late-night TV micro jolts of commercial pollution flood into your brain at the rate of around 3,000 marketing messages per day. Every day an estimated twelve billion display ads, 3 million radio commercials and more than 200,000 television commercials are dumped into North America’s collective unconscious”. In the course of his life the average American watches three years of advertising on television.

Public Service Announcements

Drugs http://www.youtube.com/watch?v=agT2GVN

Qjao&feature=related http://www.youtube.com/watch?v=nl5gBJGna

Xs&feature=related

Mental Health http://www.youtube.com/watch?v=fZSk-BZ7-

l8

PSA Continued

Equality http://www.youtube.com/watch?

v=62k8H55gFIUSafety http://www.youtube.com/watch?

v=bZ2EKswyTao&feature=fvwInternet Safety http://www.youtube.com/watch?

v=DZ_f7yOAzPU

PSA Parody

http://www.youtube.com/watch?v=w6ylxWcwkUM

Infomercials

“What a Handy Switch! ” http://www.youtube.com/watch?

v=sRe3_QlniSY&feature=PlayList&p=5B5718F25E7D1268&playnext_from=PL&playnext=2&index=8

“Slap your tears away” http://www.youtube.com/watch?

v=rUbWjIKxrrs&feature=related