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A Review of Advertising

RAM



Part I: Wording Techniques


Wording Techniques

The following scenario BEST exemplifies which wording technique?


Wording Techniques


Dirty Jobs star Mike Rowe claims Ford trucks are America’s truck.


Wording Technique

Answer:

Endorsement


Wording Techniques



Wording Techniques


Nancy from Denver, Colorado, is quoted on an advertisment for Swiffer as saying It makes my job so much easier! Dust and dirt are picked up in no time flat!


Wording Technique

Answer:

Testimonial


Wording Techniques



Wording Techniques


Teen Spirit deodorant brags that it eliminates sweat and odor to keep you fresh.


Wording Technique

Answer:

Water Is Wet (It’s deodorant. By definition, that’s its job.)


Wording Techniques



Wording Techniques


Herbal Essence shampoo wants you to let you hair shine like the sun on the first day of summer.


Wording Technique

Answer:

Vague Technique(How will it help your hair do this in ways other products won’t? It doesn’t specify.)


Wording Techniques



Wording Techniques


Underneath a picture of a Five Star notebook, an ad reads Obviously, we only use the finest paper and of course we provide you with organizational tools to help you succeed.


Wording Technique

Answer:

Language of certitude(“Obviously” and “of course”)


Wording Techniques



Wording Techniques


Why use pens like Papermate that skip or leak ink all over your purse? Trust Pilot, the only pen sophisticated enough to keep up with your hectic lifestyle.


Wording Technique

Answer:

Slanting(Makes Papermate seem incompetant while raising the value of Pilot despite the fact that no evidence was given.)


Wording Techniques



Wording Techniques


Samsung high definition televisions claims We provide the quality. You provide the popcorn. Make it a memorable movie with Samsung.


Wording Technique

Answer:

Pronouns of Solidarity(Makes consumer believe “we” + “you” = a team)


Wording Techniques



Wording Techniques


Only Keebler cookies give you so much more.


Wording Technique

Answer:

Unfinished Technique(More what?)


Wording Techniques



Wording Techniques


Lysol: The best brand in clean there is.


Wording Technique

Answer:

Word Weasel(Doesn’t say why it’s the best, nor does it compare itself directly to any other cleaning brands.)


Wording Techniques



Wording Techniques


Keep your color in your hair 30% longer using Suave shampoo than if you use any other brand.


Wording Technique

Answer:

Scientific/statistical


Wording Techniques



Wording Techniques


Only Huggies has patented anti-leak technology to save you from the messes of a leaky diaper.


Wording Technique

Answer:

We’re Unique and Different


Wording Techniques



Wording Techniques


We work as hard as you do. ComEd. Because progress never sleeps.


Wording Technique

Answer:

Compliment the consumer


Wording Techniques



Wording Techniques


Is your grocery store just too expensive? Then shop at Aldi’s.


Wording Technique

Answer:

Rhetorical Question(Does anyone ever think they pay too little for groceries? By answering, you affirm Aldis.)


Wording Techniques



Wording Techniques


Skippy: We know peanut butter.


Wording Technique

Answer:

Pronouns of Power



Part II: Persuasive Techniques Appealing to Consumers’ Needs


Persuasive Appeals

The following scenario BEST exemplifies which persuasive appeal?


Persuasive Appeals


“Hungry? Why wait. Grab a Snickers. Fills you up without holding you down.”


Persuasive Appeals

Answer:

Physiological Needs


Persuasive Appeals



Persuasive Appeals


Usain Bolt, the Olympic Champion track runner, asks, “Do you want the best Internet service? To be faster than everyone else? Then you need AT&T.”


Persuasive Appeals

Answer:

Need to Dominate


Persuasive Appeals



Persuasive Appeals


LasVegas.com advertises, “Tired of your same old boring routine at the office? Then visit the city that never sleeps! Enter a world of infinite possibilities. The lights and sounds of opportunity. Only in Las Vegas.”


Persuasive Appeals

Answer:

Need to Escape


Persuasive Appeals



Persuasive Appeals


“Give your baby the best baby food there is, made with the healthiest ingredients. Make your baby a happy, healthy Gerber baby.”


Persuasive Appeals

Answer:

Need to Nurture


Persuasive Appeals



Persuasive Appeals


“Let Monster.com post your resume for thousands of employers to see. We can help you land the perfect job to jumpstart your career. Monster.com. See how far you can go.”


Persuasive Appeals

Answer:

Need to Achieve


Persuasive Appeals



Persuasive Appeals


“A spoonful of sugar still makes the medicine go down, but it doesn’t have to. When you’re sick, try Tylenol gelcaps with a new watermelon flavored coating. Let us take care of you – and save Mary Poppins for the movies.”


Persuasive Appeals

Answer:

Need for Guidance


Persuasive Appeals



Persuasive Appeals


“Get the look that will have everyone’s jaw drop. Shop at Wet Seal today!”


Persuasive Appeals

Answer:

Need for Attention


Persuasive Appeals



Persuasive Appeals


A Camel cigarette advertisement shows a group of people smoking and laughing as they watch a football game.


Persuasive Appeals

Answer:

Need for Affiliation


Persuasive Appeals



Persuasive Appeals


An advertisement for a college shows two parents in the background, and a confident 18-year-old girl walking forward, smiling and looking determined. The caption reads, “It’s time to cut the umbilical cord. Discover you own path at Drake University.”


Persuasive Appeals

Answer:

Need for autonomy


Persuasive Appeals



Persuasive Appeals


A Rolex watch is pictured with the caption, “Limited edition. Only 200 available.”


Persuasive Appeals

Answer:

Need for Prominence


Persuasive Appeals



Persuasive Appeals


An advertisement for Kato Karate advises, ‘‘When life gets you down, punch back. ’’


Persuasive Appeals

Answer:

Need to Aggress


Persuasive Appeals



Persuasive Appeals


Two young 19-year-olds advertise for Abercrombie and Fitch. No clothing is visible, and fig tree blocks any sensitive areas. They gaze at each other.


Persuasive Appeals

Answer:

Need for Sex


Persuasive Appeals



Persuasive Appeals


A real estate advertisement reads, “ Your kids are in middle school. Let them focus on science, not guessing who brought a knife to school. We can help you find the perfect home in a good suburban school district.”


Persuasive Appeals

Answer:

Need to Feel Safe


Persuasive Appeals



Persuasive Appeals


An advertisement for flight lessons pictures Superman flying through the air. The caption reads, “Have you ever wondered if you could fly? We bet you can.”


Persuasive Appeals

Answer:

Need to Satisfy Curiosity



Part III: Image Techniques


Image Analysis

The following is a definition of which image analysis term?


Image Analysis


The practice of using a variety of different sized objects within an image. For example, a woman’s smile larger and the rest of her body smaller as she advertises for Colgate Total.


Image Analysis

Answer:

Proportion


Image Analysis



Image Analysis


This is the use of signs to carry a message in a simple picture form. For example, the donkey represents the Democratic party while the elephant represents the Republican party.


Image Analysis

Answer:

Symbolism


Image Analysis



Image Analysis


Deliberate exaggeration of particular parts of the images or parts within the images. For example, an ad for diet pills might use a cartoon character with an extremely small waist to visualize how thin the consumer can be if they buy the product.


Image Analysis

Answer:

Hyperbole


Image Analysis



Image Analysis


This could be external (like a picture frame) or internal (used to separate elements within the image). For example, a girl holding a Dr. Pepper is strategically positioned under an arc, so the consumer’s eyes naturally fall on the girl and the can in her hand.


Image Analysis

Answer:

Frame


Image Analysis



Image Analysis


This can be used to attract attention to a certain point in an image or to create a mood. It can also be used to represent feelings or emotions. For example, it might stimulate hunger, anxiety, or a sense of calm.


Image Analysis

Answer:

Color


Image Analysis



Image Analysis


This refers to the style that the words have been written in, not the meaning of the words themselves. For example, a bridal shop uses a soft script that looks like calligraphy to illustrate elegance.


Image Analysis

Answer:

Font/Lettering


Image Analysis



Image Analysis


Making part of the photo bright while another part is shadowed. For example, as Julius Peppers tackles an opponent in an ad for Nike shoes, his shoes are the brightest object in the picture while people in the background are in the shadows.


Image Analysis

Answer:

Lighting


Image Analysis



Image Analysis


These may create straight or curved edges in a static image. Our eyes often use these to travel around within an image. For example, a ballerina’s foot is pointed toward the Art Institute logo and address in the bottom corner of the picture, drawing the viewers eyes toward this information.


Image Analysis

Answer:

Lines


Image Analysis



Image Analysis


This refers to the way that words have been used on an image. Look for metaphors, similes, puns and pronouns. For example, “Chevy: Like a rock.”


Image Analysis

Answer:

Verbal features


Image Analysis



Image Analysis


The way components are put together on the page is called the layout of an image. Usually there is a dominant subject that takes up the majority of the space on the page. For example, in an advertisement for Air Jordans, Michael is slam dunking the ball, and he takes up the majority of the space on the page.


Image Analysis

Answer:

Layout


Describe a media literate person.


What do you remember about cool hunting?

How does it help our society today?

What are the drawbacks?


How does the media portray women?


What do you remember about the points made by Jean Kilbourne in Killing Us

Softly?Make a connection between

what she said and an advertisement you’ve seen

in today’s society portraying women.

•


How are men portrayed in the media?

What are men told about what it means to be masculine in today’s

society?What effects does it have on their behavior as a whole?


Deconstruct this ad.









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