Advertising is…

– a persuasive way of communicating a message to a large number of people, known as a mass audience

– the business of selling a product, service or idea to an audience

– paid for– persuasive– to communicate an effective message which

stimulates the desired action – usually a purchase of some sort

Approaches to AdvertisingAdvertisers use a variety of techniques to sell us

their products. They are divided into two kinds:

• Psychological – persuasion through words and images

• Creative – through visual design concept e.g. editing, sound effects, music, colour, lighting, images, graphics, actors

They can often be identified as using one of two categories:

• Hard-Sell – Short, repetitive messages that focus directly on the product

• Soft-Sell – Indirect – may not be too sure of what is being advertised. Links product to lifestyle – focuses on image of product

Advertisers try to appeal to our aspirations – who we would like to be and what we would like to own. Adverts stress the product is:

• Fashionable• Fast• Convenient• The best• Luxurious

Techniques of Persuasion

• Repetition - memorable • Reward - good for us• Agreement with Values - play on good sense –

i.e. Insurance to protect your future• Needs - personal fulfilment/improved self-

esteem

Test For Effectiveness

SMILE

Simple

Memorable

Interesting

Linked to the brand

Emotionally engaging?