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Has advertising evolved?
Target Audience
Concept/Main points
Slogan/Language
Image
Layout
Links
How successful is it?
In Bartholomew Lane on the back side of the Old Exchange, the drink called Coffee (which is a very wholesome and Physical drink, having many excellent virtues, closes the Orifice of the Stomach, fortifies the heat within, helps Digestion, quickens the Spirits, makes the heart light, is good against Eye-sores, Coughs, or Colds, Rheums, Consumptions, Head-ache, Dropsy, Gout, Scurvy, Kings Evil and many others) is to be sold both in the morning and at three o'clock in the afternoon.
The ad to the left is the first advertisement in
London for coffee, and appeared in 1657!!!!!!!
http://adage.com/century/timeline/index.html
Analysing Advertising
Advertising tends to follow a basic format - a slogan or a striking image catches our attention, the body of the ad contains more factual information about the product , and a pack shot or logo reinforces the brand identity.The combination of these elements, even though we may only look at them for the average time of 1.5 seconds, leaves us with an impression of the values that are attached to that brand, and a sense of who the target audience for the product is (male? female? pensioner? teenager?).
When first analysing an ad you need to decide:
•WHO the ad is aimed at - describe them demographically and psychographically
•WHAT is being advertising and WHAT is specifically highlighted about the product (the benefits) in this ad?
•WHY this helps sell a product
•WHERE/WHEN this ad might appear in order to reach its target audience
Lines of AppealThen you need to decide what techniques are being used to communicate with the audience. According to Gillian Dyer (Advertising as Communication Routledge 1988) advertisers use, among other techniques, the following lines of appeal. They use images of or references to these things to tap into our desires - and fears:
•Happy families - everyone wants to belong •Rich, luxurious lifestyles - aspirational •Dreams and fantasy •Successful romance and love •Elite people or experts •Glamorous places •Successful careers •Art, culture & history •Nature & the natural world •Beautiful women - men AND women like looking at beautiful women, so the thinking goes: men admire them, women admire what makes the men admire them. •Self-importance & pride •Comedy & humour •Childhood - can appeal to either nostalgia or to nurturing instincts
A study of vocabulary used in advertising listed the most common adjectives and verbs in order of frequency. They are:
Adjectives Verbs1. new 1. make
2. good/better/best 2. get
3. free 3. give4. fresh 4. have5. delicious 5. see6. full 6. buy7. sure 7. come8. clean 8. go9. wonderful 9. know10. special 10. keep11. crisp 11. look12. fine 12. need13. big 13. love14. great 14. use15. real 15. feel16. easy 16. like17. bright 17. choose18. extra 18. take19. safe 19. start20. rich 20. taste
Good and new were over twice as popular as any other adjective.
suddenlynow
announcingintroducing
improvementamazing
sensationalremarkable
revolutionarystartling
miraclemagicofferquickeasy
wantedchallengecomparebargainhurry
Other common words include:
Target Audience
Concept/Main points
Slogan/Language
Image
Layout
Links
How successful is it?
