Advertising Production for TVThe Power of Persuasion

Explain what you need to do to achieve today’s aims:

• All of you will be able to decode Advertising messages.

• Most of you will be able to analyse various adverting messages and their impact on audiences.

• Some of you will be able to competently evaluate Advertising effects.

Communicating to an audience

• Advertising aims to communicate a message to an audience.

• If the message is received and persuades the audience, the advert is successful.

• In order to send an advertising message we need to encode the message into symbolic representation, so that it helps to convey an impression to the receiver.

Source Message Receiver

Semiotics.• Semiotics is about how meaning is

created and communicated to an audience.

• It is the study of how signs and symbols create meaning.

• It is a way of understanding how the signs and symbols have an impact on all of us subconsciously.

• Signifier- the physical object itself.

• Signified- the meaning.

Explain the hidden meaning.

Decode the messages in this advert

Colley’s hierarchy of Advertising effects model.

Unawareness

Awareness

Understanding

Desire

Action

• Advertising is thought to create a desire to buy (or add value to a brand.)

• Advertisers need to use persuasive methods to do this by:

- Creating a brand image

- Highlighting a USP( unique selling point)

- Informing customers of the need for a product or service.

Advertising Persuasion through Branding.

• Colour • Jingles• Style/ Techniques• Slogan• Logo• The vibe/ feeling of

the advert.

The USP

• The USP (unique selling proposition) relates to the part of the product that is special.

• It relates to the parts that separate it from other competitor products/ services.

Highlighting the USP.• Gives you energy

• “Vitalizes your body and mind”

• “Gives you wings”

• Benefits of drinking are that you will feel bouncier, lighter and more energetic.

What is the USP with this product?

Analyse the advert

• Hidden and overt messages

• Emotional responses or association

• Benefits offered

• Advantages over other similar products

• Unique selling proposition (USP)

• Lifestyle appeal;

• Brand identity

TASK:Research

• Complete your research about form and style.

• Start writing about characteristics of products or services and techniques.

What did you learn?• All of you will be able to decode

Advertising messages.

• Most of you will be able to analyse various adverting messages and their impact on audiences.

• Some of you will be able to competently evaluate Advertising effects.