ad presentation 1
DESCRIPTION
This is the first part of the ad presentation made by Ms. Sagarika Golder for our CIATRANSCRIPT
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Definition of advertisingDefinition of advertising
Any paid form of non personal presentation and promotion of
ideas, goods and services through mass media by an
identified sponsor. (Philip Kotler).
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Major objectives
2Advertising Psychology
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HierarchyOf Needs
MASLOW’S
Safety Needs
Belongingness & Love Needs
Physiological Needs
Esteem Needs
Self-Actualization
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foodfood
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clothingclothing
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sheltershelter
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airair
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waterwater
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restrest
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exerciseexercise
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• Food• Shelter• Clothing• Air• Water rest • Exercise
Physiological NeedsPhysiological Needs: : Level OneLevel One
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safetysafety
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securitysecurity
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protectionprotection
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Freedom Freedom from from
fearfear
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• Safety
• Security
• Protection
• Freedom from Fear
Safety Needs:Level Two
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lovelove
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affectionaffection
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friendshipfriendship
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belongingnessbelongingness
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• love • Affection• Friendship• belongingness
Communal Needs : Level Three
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confidenceconfidence
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Self respectSelf respect
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statusstatus
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recognitionrecognition
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• Internal–Confidence–Self respect
• External–Status–recognition
Esteem Needs : Level four
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Maximizing Maximizing
one’s one’s
potentialpotential
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Fulfilling innate aspirationsFulfilling innate aspirations
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•Maximizing one’s potential
• Fulfilling innate aspirations
Self actualisation Needs : Level five
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Pathos (Emotional appeal)Pathos (Emotional appeal)An appeal to positive emotion
like happiness.
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Pathos Pathos (Emotional (Emotional
appeal)appeal)An appeal to
negative emotion like
fear and guilt
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Pathos Pathos (Emotional (Emotional
appeal)appeal)An appeal to
negative emotion like
fear and guilt
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Logos Logos (Rational (Rational appeal)appeal)
An appeal to logic or reason using statistics or "straight facts" .
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Ethos Ethos (Moral appeal)(Moral appeal)
An appeal to credibility or character which will try to convince you that the company is more reliable, honest, and credible; therefore, you should buy its product.Often, a celebrity endorses a product to lend it more credibility.
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Persuasive Persuasive Advertising Advertising TechniquesTechniques
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1. Hi ----- 2. Trust Me ----- 3. You Need ----- 4. Hurry ----- 5. Buy
1. Attention-Getting
2. Confidence-Building
3. Desire-Stimulating
4. Urgency-Stressing
5. Response-Seeking
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Rational appeal
• High quality• Low price• Long life• Performance• Ease of use• Economy/ Value for money • Scientific Evidence
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High quality
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Low price
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Long life
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Performance
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Ease of use
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Economy/ Value for money
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Scientific Evidence
Scientific Evidence uses the paraphernalia of science (charts,
graphs, etc.) to “prove” something that is often bogus.
Statistics and factual information can be used to prove the
superiority of the product.
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Emotional AppealsPersonal • Safety/Security • Fear • Love/ Affection • Humor• Happiness/ Joy• Nostalgia/Sentiment• Excitement• Sorrow/grief • Pride/Achievement/ambition• Self-esteem/ Actualization• Pleasure/Comfort• Sex
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Security
The commercial draws on
viewers' fears that their jobs,
families, or lives may be in danger if they don't buy
the product.
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Fear
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Advertising Psychology 48
Fear
Message appeal
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Advertising Psychology 49
Fear
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Love/affection
Using sentimental images (especially families, kids and animals) to sell
products.
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HumorHumor is a
powerful tool of persuasion.
If you can make people laugh, you
can persuade them.
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Nostalgia
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Excitement
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Sorrow/ Grief
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Pride/ achievement
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Self- esteem
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Pleasure/Comfort
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Sex SellsUsing sexually
charged images to sell a wide
variety of products.
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Sex Sells
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Emotional Appeals
Social • Recognition• Status• Respect• Involvement• Embarrassment• Affiliation/belonging• Rejection• Acceptance/Approval
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Recognition
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Status/Snob AppealArouses the desire to achieve status or wealth or
to feel superior.
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Respect
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Involvement
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Embarrassment