TASK 3 * Some help to analyse an ad
1. Here is the basic layout/composition of an ad :
- the visuals (a photo, a drawing, a cartoon, a painting, a montage etc.) ;
- the text : message (= the body copy) * headline * subhead * slogan / motto / caption ;
- a logo ;
... which marries business considerations, a budget, some guidelines from the brand itself, etc., and creativity.
Usually, when reading an ad, the eyes follow that direction:
(SOURCE)
catch point
catch phrase
+
visual (photo or picture)
copy/ slogan
logo
2. Now, discover some popular advertising techniques :
a. "Bandwagon" : everybody else is buying this product. You don’t want to miss out ? Jump on the bandwagon! "Be on the winning side" !
b. "Testimonial" : a celebrity endorses a product. If it’s good enough for him, it’s good enough for me!
c. "Emotional Words" or "Loaded Words" : positive words make you feel good = "Buy the product!" Negative words make you feel bad.
d. "Glittering Generalities" : words and phrases imply or suggest something ...without making guarantees or promises.
e. "Snob appeal" : only the elite use this! You are special!
f. "Avant Garde" : be the first to try it! You are ahead of the times!
g. "Nurture" : every time you see an animal or a child, the appeal is to your paternal or maternal instincts (taking care of someone).
h. " Scientific/Statistical Claim" : the ad provides some sort of scientific proof or experiment, very specific numbers, or an impressive sounding mystery ingredient.
i. " Facts and figures" : statistics and objective factual information is used to prove the superiority of the product e.g. a car manufacturer quotes the amount of time it takes their car to get from 0 to 100 k.p.h.
j. "Magic ingredient" : the suggestion that some almost miraculous discovery makes the product exceptionally effective.
k. "Patriotism" : the suggestion that purchasing this product shows your love of your country.
l. "Plain Folks" : the suggestion that the product is a practical product of good value for ordinary people e.g. a cereal manufacturer shows an ordinary family sitting down to breakfast and enjoying their product.
ETC. !
3. Ready now ?
FIND two advertisements in English speaking magazines or newspapers. Need some help to find these magazines ? Ask your teacher.
Analyse their layout. (See "1")
Identify their advertising techniques.
Are these ads effective ? Yes ? No ? Why ?
Here are a few questions you could answer while analysing your ad :
1. Does the ad give the price of the product? * 2. Does the ad make clear what the product is used for? * 3. Does the ad make the advantages of using this product clear? * 4. Does the ad tell you why you should purchase this product over another? * 5. Does the ad tell you what the product will 'do' for you? * 6. What ethnic group is the target audience for this ad? (White, Black, Hispanic, Asian, Multiple ethnic groups etc.) * 7. What gender is the target audience for this ad? * 8. What age group is the target audience for this ad? * 9. Describe the feelings that the ad projects to the viewer? (happy, serious, exciting, comic, cautious, adventurous, romantic, mysterious etc.) * 10. Are you given information about any of these areas in relation to this product? (reliability, taste, usefulness, comfort, health benefits, personal benefits, no information is given etc.) * 11. Given your analysis of the ad, is the advertiser asking you to purchase this product based on factual or emotional appeals? SOURCE