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PART II
• PITCH – STRUCTURAL PATTERN OF AN AD (attention, confidence, response etc.)
• NEEDS HIERARCHY
• AD CONSTRUCTION
• MODE (MUSIC AND LANGUAGE)
THE PITCH – 1,2,3,4,5 - structural pattern of an ad
AIDA – attention, interest, desire, action
1. attention getting2. confidence building
3. stimulate desire4. urgency stressing 5. response seeking
HI! ATTENTION GETTING
Over 50,000 new TV ads appear each year – compete for attention
External attention getting
Entertainment: TV executives sell audiences to advertisers
Ad Internal:PHYSICAL: sounds
sights
Emotional: s and s
Cognitive: mind
Startling images
Benetton clothing: real pictures taken by photo reporters
a universal theme sometimes encounters unforeseen cultural barriers
Squeamish
Subtle or blatantWhy does advertising use sex as
an appeal to the consumer
KALVIN KLEIN JEANS
Lemarco Tocilarii.flvBrown sugar – The nerdsallusive
Perfumes – Romance, Love affair
1. because it works.2. the second strongest of the psychological appeals, right behind self-
preservationVictoria Secret lingerie – Tell me you love me -
HUMOUR - positive feelings - motivate the recipient
to buy the presented product No presentation of a product’s features and
advantages.Sensitive products: balding
http://www.myvideo.ro/watch/4780287http://www.myvideo.ro/watch/4780289 - Milky bars
http://www.youtube.com/watch?v=LF8GLysjoa4 white board – Indian change
Funny commercial - How to end an argument
Cossacks 2 Napoleonic Wars si aduce in plus multe dintre bataliile europene ale secolului 19. Jocul
http://www.youtube.com/watch?v
=J9KPR_YpuN0
TRUST ME: CONFIDENCE-BUILDING
Aristotle (Rhetoric): the most effective means of persuasion was the ethos, image projected by the persuader
Evaluation of persuader expert sincere benevolent
Ads: Different presenters: authority (Sensodine),
friend figuresConfidence words and nonverbals (smiles,
gestures),
3. YOU NEED ME: DESIRE STIMULATING
ENTICE PRODUCT-CENTERED -
Glamorizing the product the product as hero "puffery, sellers talk" which uses superlatives, vague generalities, subjective opinions, and
one-sided praise. GLITTERING GENERALITIES
Quality: excellentexceptional ultimate ultra
extraordinary finesturgency appeal: "Hurry... only a
few left."Beauty: heavenly lovely nice
Desire stimulating AUDIENCE-CENTERED
benefits promised to the buyers prestige popularity sex appeal
ENDORSEMENTS - imitation/Prestige identification.
Transfer or Masculine/Feminine Appeal. How does this work?
impression of a “perfect person”. Yousee the “perfection” in the ad, and the message you get is that you will “transfer” the qualities to
yourself. http://www.youtube.com/watch?v
=uU_8RTZFok0&feature=related Nike--makes you more athletic;
Jordan: young men would like to be as skillful as Jordan; the ad implies that part of his skill derives
from the brand of athletic shoe he wears
http://www.youtube.com/watch?v=nXYEw6t2o_MNadia Comaneci: Adidas: psychological appeal:
imitationhttp://www.youtube.com/watch?v=PubRlPnZBUo
Linda Carter –Mabelline – more beautiful
PSYCHOLOGISTS:Ads appeal to our needs:
Maslow’s hierarchy
Ads appeal to
Greed fear lust
vanity
Snob Appeal Luxury and Elegance
a feeling of envy or desire for this “fine” product.
See where it takes you
Search for Adventure
buying the product will change your life
Too Fat/Too Thin/Less than Perfect
dissatisfied with how you look
SkinnyAnd Wasp-waisted
Romance “Take my hand. Discover Bora Bora
perfume”
Fragrances, automobiles, cosmetics
Bandwagon everybody” is doing it, appeals to you to be a part of the “in” crowd
(gregarian)
http://www.youtube.com/watch?v=vd15YVb2M6M – M.Jackson
As you watch - what are the characteristics of this “generation”?
http://www.youtube.com/watch?v=ItbBWXesGpg
http://www.metacafe.com/watch/246535/
pepsi_generation_next_commercial/
Hurry: Urgency stressing
urgency claims seek an emotional response: to rush us to buy
something
to believe something without careful thinking
urgency appeal creates an anxiety that we might lose a benefit
? How do we signal that something is urgent?
WORDS: Limited Offer; Never Again; Time running out; Time-sensitive material; Today Only; Weekend Sale;
You must respond within 24 hours
NONVERBAL: sights and sounds) in the background suggesting urgency: staccato sounds, clocks ticking, timers
clicking, hourglass sands draining, drums beating, fast-talkers,
auctioneer's chatter, disappearing items, or shrinking stocks
Buy – response seeking
triggering words
Buy, Get, Select, Order;
TAKE A first step: call….;
use the product: taste, feel, enjoy, experience
Disclosure laws are government regulations or
rules (Disclaimers)Disclosures are the "small print" (often
unreadable by most people) and the "fast talk" on TV and radio
complaints relate to people not reading the "small print
packaged foods, for example, must disclose the ingredients
Alcohol (beer, wine) and cigarettes must carry health warnings
AD CONSTRUCTION
HEADLINE - draws attention, incites to reading + well targeted ATTENTION
ask a questionshort, snappy and must touch the people that read
it must affect the reader emotionally, either by
making them laugh, makingthem angry, making them curious or making them
think !!! avoid a headline longer
than fifteen words. People just don’t read as much as they used to.
BODY COPY
Stimulates interest, explains: draws attention to the benefits of the product
rather than focusing solely on the features. "what's in it for me?" easy to understand, honest
Magazine readers tend to dwell on the contents for longer than newspaper
readers
Positionyour copy beneath the headline - create
a visual continuity
Subheads : If you have lots of copy, break it up with interesting
subheads
This will make your ad more inviting, more organized,
and easier to read
SLOGAN Motto – encapsulates –
remember
Shortslogans and jingles - designed to be
easily remembered and repeated Ads have a limited "life" (six months or
so) but, often, a long after-life ? Brainstorming: recalling slogans
MODE – Choice between 3 means of communication:
MUSIC, PICTURES, LANGUAGE
Visuals imply: they implicitly suggest much more than words explicitly say.
don't say IMAGES
do not require a lot of thinkingthe brain likes colour
stimulate the senses (food
Visuals are edited Angle = direction and height
from which the scene is taken
Eye-level = ? (factual)
Looking down = ? (viewer is more important, detachment)
Looking up = ? (the subject’s importance
MUSICLanguage message: http://www.youtube.com/watch?
v=QzvYymGEuhsSubaru – Dust in the wind
Jingle bank (explicatii – pot fi folosite) http://www.jinglebank.com
What does the music connote: (musical soundtracks)Cheerfulness –
http://www.youtube.com/watch?v=tcXQimc6Fiw&NR=1 (Coca Cola)http://www.youtube.com/watch?v=1jbOHpplUnU (Pepsi)
http://www.youtube.com/watch?v=UirmvNktkBc (hp)Listen to: Blue Danube walts http://www.youtube.com/watch?
v=r0VUXLsBSjo What product would you advertise using it?
http://www.youtube.com/watch?v=uCBG2YRFG78&feature=relatedInternet provider – Bisset – Carmen operah
sound - creates what is called "the theatre of the mind.": conjure in the listener's mind images and actions that
don't necessarily exist
Trust, comfort: http://www.youtube.com/watch?v=IajOINu0V2Y
(mastercard: Come home)
create the background conveys message (lyrically)contribute to memorability
help in forming brand identity – people associate different sounds with different
brands: jingles (Always CocaCola)
LANGUAGE
Words can obviously make people react mother, patriotism, truth,
God, Allah, vomit, dentist
?? dog ( loyalty, dirtiness, friendliness, inferiority
Repetition is the golden rule of advertising
comfortable with the familiar(favorite songs repeated, cans One-shot ads seldom work. In fact, research indicates that the average consumer ignores two out of three ads and requires nine exposures before they readily remember
an ad.
to run your ad several dozen times to make an impact At&T on You Tube
Dangling Comparative
"Our toothpaste tastes better." The comparison is never finished except in
the minds of the audience.
Rhyme and alliteration
help memory
alteration of proverbs: Thirst come, thirst served
Slogans with proverbial structure: Buy now, pay later! Get more, worry
less! Work smarter, not harder
DEPARTURES FROM NORM
Misspellings : provodkative
Puns: I’m More satisfied!
Ungrammaticality: B&Q it! I’m lovin’ it