advertising. advertising is the nonpersonal communication of information usually paid for and...

AdvertisingAdvertising

Advertising is the Advertising is the nonpersonal nonpersonal communication of communication of information usually information usually paid for and usually paid for and usually persuasive in nature persuasive in nature about products, about products, services or ideas by services or ideas by identified sponsors identified sponsors through the various through the various media.media.

Bovee/Arens, 1992Bovee/Arens, 1992

Advertising is the Advertising is the nonpersonalnonpersonal

communication of communication of information usually information usually paid for and usually paid for and usually persuasive in nature persuasive in nature

about products, about products, services or ideas by services or ideas by identified sponsors identified sponsors through the various through the various

media.media.

Two kinds of sellingTwo kinds of selling PersonalPersonal

Plenty of time to Plenty of time to deliver the messagedeliver the message

Done face to faceDone face to face Message can be Message can be

adjusted to fit adjusted to fit how it’s getting how it’s getting acrossacross

Easy to find Easy to find customerscustomers

Expensive in Expensive in both time and both time and moneymoney Labor-Labor-

intensiveintensive Time Time

consumingconsuming

Non-PersonalNon-Personal

Limited in time Limited in time and/or spaceand/or space

Don’t know who Don’t know who the customer isthe customer is

Don’t know how Don’t know how the customer is the customer is reactingreacting

Can’t change the Can’t change the message in mid-message in mid-streamstream

Message doesn’t Message doesn’t have to be created have to be created on the spoton the spot

Extensive researchExtensive research Far cheaper than Far cheaper than

personal sellingpersonal selling

Advertising is the Advertising is the nonpersonal nonpersonal

communicationcommunication of of information usually information usually paid for and usually paid for and usually persuasive in nature persuasive in nature


media.media.

The SensesThe Senses

SmellSmell TouchTouch TasteTaste SoundSound SightSight


communication communication of of informationinformation usually usually paid for and usually paid for and usually persuasive in nature persuasive in nature


media.media.

Affirmative disclosureAffirmative disclosure "Sometimes the consumer is provided "Sometimes the consumer is provided

not with information he wants but only not with information he wants but only with the information the seller wants with the information the seller wants him to have. Sellers, for instance, are him to have. Sellers, for instance, are not inclined to advertise negative not inclined to advertise negative aspects of their products even though aspects of their products even though those aspects may be of primary those aspects may be of primary concern to the consumer, particularly if concern to the consumer, particularly if they involve considerations of health or they involve considerations of health or safety . . . " safety . . . "

Lewis A. Engman, FTC ChairLewis A. Engman, FTC Chair

PufferyPuffery

The legitimate exaggeration The legitimate exaggeration of advertising claims to of advertising claims to overcome natural consumer overcome natural consumer skepticismskepticism


communication of communication of information information usually usually paid forpaid for and usually and usually persuasive in nature persuasive in nature


media.media.


communication of communication of information usually information usually paid for and paid for and usually usually persuasive in naturepersuasive in nature


media.media.



about products, about products, services or ideasservices or ideas by by identified sponsors identified sponsors through the various through the various

media.media.

The bundle of valuesThe bundle of values

Functional valueFunctional value Social valueSocial value Psychological valuePsychological value Economic valueEconomic value Whatever else the consumer Whatever else the consumer

thinks is importantthinks is important

Three ways to differentiate Three ways to differentiate productsproducts

PerceptiblePerceptible Actual differencesActual differences Easily seenEasily seen

ImperceptibleImperceptible Actual differencesActual differences Can’t be seenCan’t be seen

InducedInduced No actual differencesNo actual differences Parity productsParity products



about products, about products, services or ideas services or ideas by by identified sponsorsidentified sponsors through the various through the various

media.media.


communication of communication of information, usually paid information, usually paid

for and usually for and usually persuasive in nature persuasive in nature

about products, services about products, services or ideas by identified or ideas by identified sponsors sponsors through the through the

various mediavarious media

Has been around Has been around for a long timefor a long time

We still don’t know We still don’t know what the Lascoux what the Lascoux paintings were forpaintings were for

For the first few For the first few thousand years thousand years

advertising advertising promoted promoted

locations, services locations, services and “want ads”.and “want ads”.

Ad written on a Roman Ad written on a Roman tombtomb

Weather permitting, 30 pairs of Weather permitting, 30 pairs of gladiators, furnished by A. Clodius gladiators, furnished by A. Clodius Flaccus, together with substitutes in Flaccus, together with substitutes in case any get killed too quickly, will fight case any get killed too quickly, will fight May 1May 1stst, 2, 2ndnd, and 3, and 3rdrd at the Circus at the Circus Maximus. The fights will be followed by Maximus. The fights will be followed by a big wild beast hunt. The famous a big wild beast hunt. The famous gladiator Paris will fight. Hurrah for gladiator Paris will fight. Hurrah for Paris! Hurrah for the generous Flaccus, Paris! Hurrah for the generous Flaccus, who is running for Duumvirate.who is running for Duumvirate.

Under the ad was written:Under the ad was written:

Marcus wrote this sign by the light of Marcus wrote this sign by the light of the moon. If you hire Marcus, he’ll the moon. If you hire Marcus, he’ll work day and night to do a good job.work day and night to do a good job.

Daniel Mannix, Daniel Mannix, Those Those About to DieAbout to Die

LocationLocation

Handbills and fliers to Handbills and fliers to promote events or to promote events or to

recruit for the militaryrecruit for the military

Handbill Handbill recruiting recruiting sailors for sailors for

USS USS Constitution Constitution 17981798

Ad about runaway slave - Ad about runaway slave - 17701770

Since most products Since most products such as shoes and such as shoes and

clothing were one-of and clothing were one-of and made to order you only made to order you only

needed to advertise needed to advertise where to orderwhere to order

ServiceService

Industrial RevolutionIndustrial Revolution

Early 19Early 19thth Century Century Mass production of productsMass production of products Led to three stages of marketing:Led to three stages of marketing:

Production-orientedProduction-oriented

Demand far outstripped supplyDemand far outstripped supply Could just advertise the existence of Could just advertise the existence of

the product and where to get itthe product and where to get it Whatever was made was soldWhatever was made was sold Example: People wanted cars, so Example: People wanted cars, so

car companies made whatever they car companies made whatever they wanted and the cars were sold wanted and the cars were sold before they were builtbefore they were built

Sales-orientedSales-oriented

Supply exceeded demandSupply exceeded demand Companies tried to convince consumers Companies tried to convince consumers

to buy their products rather than their to buy their products rather than their competitors’competitors’

Companies still made whatever they Companies still made whatever they wanted, counting on their ability to wanted, counting on their ability to peddle their productspeddle their products

Example: supply of cars went up, so the Example: supply of cars went up, so the companies made whatever they wanted companies made whatever they wanted and convinced people they wanted thatand convinced people they wanted that

Marketing-orientedMarketing-oriented Supply of products far exceeded demandSupply of products far exceeded demand

More choices than any promotion could More choices than any promotion could overcomeovercome

Resistance to “hard-sell”Resistance to “hard-sell” Companies tried to discover what Companies tried to discover what

products consumers wanted products consumers wanted beforebefore making them, then advertise they had it making them, then advertise they had it

Non-American companies (e.g., VW) Non-American companies (e.g., VW) found out what people wanted, then found out what people wanted, then built cars that had it (e.g., a gas gauge)built cars that had it (e.g., a gas gauge)

Let’s take a Let’s take a exampleexample

The American The American auto industryauto industry

Production-orientedProduction-oriented

Sales-orientedSales-oriented

Marketing-orientedMarketing-oriented

Early sales-oriented ads were Early sales-oriented ads were basically “caveat emptor” (let the basically “caveat emptor” (let the buyer beware)buyer beware) Producers said whatever they wanted Producers said whatever they wanted

and thought they could get away withand thought they could get away with For example, the “Health Jolting Chair”For example, the “Health Jolting Chair”

Led to consumer and competitor Led to consumer and competitor angeranger

1938 – Federal Trade Commission 1938 – Federal Trade Commission given power to regulate deceptive given power to regulate deceptive and unfair advertisingand unfair advertising

Advertising could no longer lie, so Advertising could no longer lie, so new approaches were triednew approaches were tried

40s and 50s40s and 50s

Era of the hard-sellEra of the hard-sell Rosser Reeves “irritation school of Rosser Reeves “irritation school of

advertising”advertising” Relied on brain-numbing repetition and Relied on brain-numbing repetition and

treating the consumer as an idiottreating the consumer as an idiot The USP – Unique Selling PropositionThe USP – Unique Selling Proposition It was jack-hammered into consumers’ It was jack-hammered into consumers’

skullsskulls

A Reeves adA Reeves ad

60s60s

The positioning eraThe positioning era Shift to the soft-sellShift to the soft-sell

Compare your Compare your product to your product to your competitors’competitors’

Treat consumers Treat consumers as intelligentas intelligent

Appeal to emotion Appeal to emotion more than more than intellectintellect

General comments on General comments on adsads

Advertising is limited in time and/or Advertising is limited in time and/or spacespace Breaks the rules of grammar and syntaxBreaks the rules of grammar and syntax

Ads contain two elementsAds contain two elements CopyCopy illustrationsillustrations

Two basic ways of Two basic ways of presenting a sales presenting a sales

messagemessage IntellectuallyIntellectually

Usually about the product’s functionUsually about the product’s function Usually copy heavy and line drawingsUsually copy heavy and line drawings

EmotionallyEmotionally Usually not about the product’s functionUsually not about the product’s function Usually copy is light with high connotative Usually copy is light with high connotative

contentcontent Uses photographs or videoUses photographs or video

Advertising aims at consumers’ Advertising aims at consumers’ subconscious minds much more subconscious minds much more than their conscious mindsthan their conscious minds

It’s all about getting the consumer It’s all about getting the consumer to react on a basic, instinctive to react on a basic, instinctive level, and not think at alllevel, and not think at all

It’s about “act now” on your basic It’s about “act now” on your basic desires – think only of yourselfdesires – think only of yourself

It’s usually selfish and anti-socialIt’s usually selfish and anti-social

Psychological AppealsPsychological Appeals

Self-Self-preservationpreservation

SexSex GreedGreed Self-esteemSelf-esteem Personal Personal

enjoymentenjoyment

ConstructiveConstructivenessness

DestructivenDestructivenessess

CuriosityCuriosity ImitationImitation AltruismAltruism

Self-preservationSelf-preservation

““Listen to me, I’ll Listen to me, I’ll keep you alive”keep you alive”

Because humans Because humans are so social, we are so social, we extend the appeal extend the appeal to others, like to others, like family, friends, family, friends, and social groupand social group

Sex AppealSex Appeal

““Listen to me, I’ll get you laid”Listen to me, I’ll get you laid” Gender linked because of different goals:Gender linked because of different goals:

For men it’s sex with ease and no For men it’s sex with ease and no complicationscomplications In other words, attract more women that In other words, attract more women that

want to have sex with youwant to have sex with you For women it’s attract more men from For women it’s attract more men from

which to choosewhich to choose Select the best among the possible choices, Select the best among the possible choices,

and the greater the selection, the better the and the greater the selection, the better the choicechoice

Sex AppealSex Appeal Male and female animals have different Male and female animals have different

sexual strategies based on the cost of sexual strategies based on the cost of sexsex Males are promiscuous because the Males are promiscuous because the

cost is very lowcost is very low A little time, a little energy, then move onA little time, a little energy, then move on Criteria are simple – she has to be there, Criteria are simple – she has to be there,

breathing, and impregnablebreathing, and impregnable Females are picky because the cost is Females are picky because the cost is

so highso high Lots of time, lots of energyLots of time, lots of energy Must select the best possible male, not the Must select the best possible male, not the

nearestnearest Criteria can be complexCriteria can be complex

Non-humans are concerned with Non-humans are concerned with geneticsgenetics Males want, on an instinctive level, to Males want, on an instinctive level, to

have as many offspring as possible to have as many offspring as possible to ensure genetic successensure genetic success

Females, because of the cost of Females, because of the cost of reproduction, on an instinctive level reproduction, on an instinctive level want the best genes in their malewant the best genes in their male

Males compete with other males, Males compete with other males, usually physically, to demonstrate usually physically, to demonstrate they’re the best choicethey’re the best choice

Females select the winner because he’s Females select the winner because he’s shown he’s better than the other malesshown he’s better than the other males

For most animals, it is the female that For most animals, it is the female that deals with raising offspring (a major deals with raising offspring (a major part of the cost of sex)part of the cost of sex)

The male has no place in rearing The male has no place in rearing offspring (she’ll even drive him away)offspring (she’ll even drive him away)

The major exception is birdsThe major exception is birds Even there, the female will often select Even there, the female will often select

one male as the father, and another one male as the father, and another male to help her raise the chicksmale to help her raise the chicks

Sex appeal in humansSex appeal in humans

Humans have the most complex social Humans have the most complex social life on Earthlife on Earth

Instinctive criteria for men are the same Instinctive criteria for men are the same as for any other male animal – she’s as for any other male animal – she’s therethere

Criteria for women is far more complex:Criteria for women is far more complex: Not just genetically, but socially:Not just genetically, but socially:

Be a good father – help with raising childrenBe a good father – help with raising children be a good provider – have money, social be a good provider – have money, social

connections, etc.connections, etc.

Sex appeal for menSex appeal for men

Buy the product, Buy the product, get the womanget the woman

Think of all those Think of all those Axe commercialsAxe commercials

Sex appeal for womenSex appeal for women

For most female For most female animals, genetic animals, genetic quality is the most quality is the most importantimportant

For women, it’s a For women, it’s a good providergood provider The ad shows he has The ad shows he has

money, cares about money, cares about her as an individual, her as an individual, and will stick aroundand will stick around

It’s called “romance”It’s called “romance”

The use of sex appeal in The use of sex appeal in advertising may appear advertising may appear sexist. That’s because it sexist. That’s because it is – on a social level. But is – on a social level. But sex in advertising aims at sex in advertising aims at instinct, and society is instinct, and society is conscious, not conscious, not subconscious.subconscious.

Advertising often appeals Advertising often appeals to one gender at the to one gender at the social expense of the social expense of the

other.other.

GreedGreed

““Listen to me, I’ll Listen to me, I’ll make you rich”make you rich”

Human social life Human social life requires having requires having resources, resources, usually usually represented by represented by moneymoney

Instinctively, Instinctively, “greed is good”“greed is good”

Self-esteemSelf-esteem

Requires a social groupRequires a social group Requires the individual to be able to Requires the individual to be able to

make a comparison with other make a comparison with other individuals in the groupindividuals in the group

Thus, requires a sense of self as a Thus, requires a sense of self as a separate entity from othersseparate entity from others

Self-esteemSelf-esteem

Again, there’s an instinctive gender Again, there’s an instinctive gender linklink For men, it’s competitiveFor men, it’s competitive

Demonstrate he’s the best male aroundDemonstrate he’s the best male around Self-esteem comes from a sense of Self-esteem comes from a sense of

superioritysuperiority For women, it’s cooperativeFor women, it’s cooperative

Make and maintain as many connections Make and maintain as many connections as possibleas possible

Self-esteem comes from a sense of Self-esteem comes from a sense of connectionconnection

Self-esteem for menSelf-esteem for men

Demonstration of Demonstration of superioritysuperiority

Buy the product, Buy the product, be the superior be the superior manman

Often shows a Often shows a “loser” beating a “loser” beating a “winner” because “winner” because the loser buys the loser buys the productthe product

Self-esteem for womenSelf-esteem for women

The product The product increases the increases the number and number and quality of quality of connections with connections with othersothers

Personal EnjoymentPersonal Enjoyment

““Listen to me, you’ll Listen to me, you’ll have more fun”have more fun”

Humans, because of Humans, because of their intelligence, are their intelligence, are often easily bored by often easily bored by routineroutine

The ad promotes The ad promotes getting out of the getting out of the routineroutine

In other words, have In other words, have funfun

ConstructivenessConstructiveness

““Listen to me, I’ll Listen to me, I’ll help you improve help you improve things”things”

A desire to build A desire to build and improve on and improve on whatever you havewhatever you have

DestructivenessDestructiveness ““Listen to me, I’ll Listen to me, I’ll

tell you how to tell you how to destroy things”destroy things”

We all have a desire We all have a desire to occasionally blow to occasionally blow things upthings up Just watch “The Just watch “The

Mythbusters”Mythbusters” There does seem to There does seem to

be a gender link – be a gender link – men seem to like it men seem to like it more than womenmore than women

CuriosityCuriosity ““Listen to me, I’ll Listen to me, I’ll

answer your answer your questions”questions”

We all want answers We all want answers to things – it’s a to things – it’s a survival survival characteristiccharacteristic

The problem is The problem is raising that curiosity raising that curiosity – if the person – if the person doesn’t care about doesn’t care about the answer, it’s a the answer, it’s a useless appealuseless appeal

ImitationImitation

““Listen to me, I’ll Listen to me, I’ll make you just like make you just like someone else”someone else”

Requires the Requires the person to person to wantwant to to be like the modelbe like the model

Almost always Almost always linked to one or linked to one or the top five the top five appealsappeals

AltruismAltruism ““Listen to me, you’ll Listen to me, you’ll

give of yourself with give of yourself with no hope or no hope or expectation of return”expectation of return”

Doesn’t exist as an Doesn’t exist as an idealideal

Reciprocal altruism Reciprocal altruism does existdoes exist I’ll do for you now, I’ll do for you now,

you do for me lateryou do for me later Linked to top fiveLinked to top five

Tricks of the TradeTricks of the Trade

Advertising often uses logical Advertising often uses logical fallacies rather than giving logical fallacies rather than giving logical reasons to buy the product reasons to buy the product advertised.advertised.

You think the ad is saying one thing You think the ad is saying one thing when it fact it’s saying something when it fact it’s saying something else, or saying nothing at allelse, or saying nothing at all

Black/WhiteBlack/White

““You want it You want it [whatever it is], [whatever it is], you can only get it you can only get it from us.”from us.”

It leaves out any It leaves out any other options, e.g., other options, e.g., “love it or leave it.”“love it or leave it.”

Buzz WordsBuzz Words

Words that seem Words that seem to say something, to say something, but what?but what? ““Crisp” Crisp” ““Natural”Natural” ““Organic”Organic”

Weasel WordsWeasel Words

Words tossed into a sentence that Words tossed into a sentence that changes the meaning while leaving changes the meaning while leaving an impression that’s differentan impression that’s different

Examples:Examples:

““Our [canned] corn is as Our [canned] corn is as good as fresh cooked corn.”good as fresh cooked corn.”

Libby’s Libby’s VegetablesVegetables

Note it doesn’t say it’s as good as fresh Note it doesn’t say it’s as good as fresh corn, but as good as fresh corn, but as good as fresh cookedcooked corn. corn.

Cooked corn has had vitamins and Cooked corn has had vitamins and minerals boiled out in the cooking process.minerals boiled out in the cooking process.

And now you have to heat the corn again, And now you have to heat the corn again, which takes out even more nutrients.which takes out even more nutrients.

The weasel is “cooked”The weasel is “cooked”

““Our dog food contains as Our dog food contains as much meat protein as 10 much meat protein as 10 pounds of sirloin steak.pounds of sirloin steak.

Alpo dog Alpo dog foodfood

Targets people who love their dogsTargets people who love their dogs Doesn’t contain sirloin steak, only as Doesn’t contain sirloin steak, only as

much meat protein as sirloin steakmuch meat protein as sirloin steak That could be any kind of meat – it’s That could be any kind of meat – it’s

sure not sirloin, and may not even come sure not sirloin, and may not even come from a cowfrom a cow

Three out of four doctors Three out of four doctors recommend the major recommend the major ingredient in Excedrin.ingredient in Excedrin.

““Some studies seem to Some studies seem to suggest that eating the major suggest that eating the major ingredient in our cereal may ingredient in our cereal may have an effect on certain have an effect on certain kinds of cancer.”kinds of cancer.”

““If . . .”If . . .”The ultimate weasel wordThe ultimate weasel word

Begging the QuestionBegging the Question

The question contains a statement The question contains a statement that has not been and is never that has not been and is never proven, basically saying that proven, basically saying that something is simply because it is.something is simply because it is.

Example:Example: ““Henry Miller’s filthy books should be Henry Miller’s filthy books should be

banned.”banned.” Contains the unsupported premise that Contains the unsupported premise that

the books are filthy.the books are filthy.

Dangling ComparativeDangling Comparative

There appears to There appears to be a comparison, be a comparison, but compared to but compared to what?what?

It relies on the It relies on the consumer filling in consumer filling in the blankthe blank

Complaints about Complaints about advertisingadvertising

It perpetuates stereotypesIt perpetuates stereotypes Absolutely trueAbsolutely true It has toIt has to

Makes people buy things they don’t Makes people buy things they don’t needneed Not trueNot true Advertising can’t make anybody do Advertising can’t make anybody do

anythinganything

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