Advertising And marketing

ADVERTISING

the act or practice of calling public attention to one's product,

service, need.

paid announcements.

the profession of planning, designing, and writing advertisements.

PUBLICITY

information that concerns a person, group, event, or product and

that is disseminated through various media to attract public notice.

public interest, notice, or notoriety achieved by the spreading of

such information.

The different faces of advertising

Outdoor advertising – cars, lorries, buses,

road signs, bus stop, phone box

Speciality advertising – matchboxes, key

rings, paperweights, lighters, clothing, pens

Print advertising- fliers, posters,

magazines, newspapers, calendars

Electronic – radio, television, films,

Internet, telephone

Advertising Manipulation

Advertising manipulation

A good advertisement should be:

Funny

Effective

Beautiful

Practical

objective

Advertisements only work when

they… Show famous people.

They compare the product with its

competitors.

They just show the positive aspects of the

product.

The ultimate purpose of na

advertisement is to… To make us want the product

immediately.

To make us feel we need the product desperately.

Show us the good side of life.

Advertisements techniques

Facts and figures

Special Offers

Comparison

Emotional Appeal

Scientific Authority

Ideal people / families

How do advertisements work?

Advertisers use techniques to persuade consumers to buy.

Find Examples of advertisements that use these techniques:

Science and Tradition

Guilty

Experts

The Camera never Lies

Before and After

Figure 2b

How do Advertisements work?

Advertising language – our choice of

words can change the ideas and attitudes

of other people.

Images – advertisers choose images

which have good associations. Many

adverts associate the product with wealth

and comfort.

Slogans

Verb form used Imperative

Make suggestions

Give advice

Invite

Slogans

Keys

1- D

2- C

3- A

4- B

Typical language features of advertisements

Comparatives and superlatives

Imperatives

Short sentences, contractions and abbreviations

Eye-catching headlines, slogans

Questions

Underlined words

Dashes and dots

Enlarged words

Repetition of words…

Adjectives and adverbs

Key words:

Some words are specially important, and

make us think of very attractive

associations.

- Think of some products we may associate

with the following words used in

advertisements.

natural, golden, soft, mild, strong, new, to

care

Brand Names

Products need names, and manufacturers will think very hard to find the right one.

Which one would you buy and why?

No Smell SCRAPE

CLEAN & WHITE

Which one is for butter?

Cowfat Yellow Taste

Country Flavour

Keys

1- J

2- E

3- H

4- C

5- G

6-A

7-B

8-D

9-F

10-I

Look at these advertisements

and point out:

1. The key words

2. Brand name

3. The Product

4. The Purpose

5. Where you can find them…

Adbuster

Adbusters is “anti-consumerist": it cites

advertising as a central force in creating

consumer culture. This position holds that

the advertising industry goes to great

effort and expense to associate desire

and identity with commodities.

Advertisements

Create unreal expectations.

Have great impact on body image.

Promote mythical stereotypes.

Present artificial ideal lifesyles.

What´s the difference between

brand and trademark?

BRAND refers to names, logos and slogans. for example COKE, NIKE, CALVIN KLEIN it is what makes a product or service different from its competitors TRADEMARK is something you can do to brands. If you trademark a brand, then you own the "intellectual property" of that brand and you are the only person allowed to use that Brand name, slogan etc. If others want to use that brand, they must ask your permission or pay some money.

The elements of an advertisement

Brand-Particular make of goods or their trademark.

Trademark- A name, symbol, or other device identifying

a product, officially registered and legally restricted to

the use of the owner or manufacturer.

Logo- is a graphic mark or emblem commonly used by

commercial enterprises, organizations and even

individuals to aid and promote instant public

recognition.

Jingle- A catchy, often musical advertising slogan.

Slogan- A phrase used repeatedly, as in advertising or

promotion