you can find in the Book "Make your Way to the Matura (8)"
How do advertisements work?
The world of ads is a “make believe” world: Every problem could be solved only to
buy a certain product! This is a trick of the big companies to increase sales.
Tricks of advertisers:
-pleasant accociation of ideas:
in ads appear a certain lifestyle that many people are dreaming of, but they will
never achieve (beauty, success, money,…)
-objects of identification
2 kinds of people
a) a famous person (actor, pop-star, …) says, that a product is very good. So the
audience imitates this behaviour and they buy the product
an ordinary person (neighbour, friend,…) say that they use a certain product. The audience identifies with the person, and because of that they buy the product.
(Rich people i.e. prefer a successful looking guy in ads -> poor ones with porr
people,…)
-emotional style
people should develop an emotional attitude to an advertisement (the product) i.e.
the like childish and lovely things like speaking animals, babies,…)
- factual style
ads try to create the impression of objectivity and truth. I.e. a “expert” (ordinary
person with a professional outfit) says something about the experiences with a
product. The audience think, that this expert-comment is true and they buy the
product from the ad.
Sex:
Women are sex-objecs in ads. Even when they have nothing to do with the
product, they apperae in the ad (half naked girl on a sport car, …)
In ads, stereotypes appear stronger than in normal life:
i.e. car ads: man: technics, speed, power of the engine
woman: beautiful shape, comfortable for shopping or to take children to school
subconscious influence
all problems will disappear when you buy a certain product. I.e. older =>
cosmetics, car accident => insurance, …
styles & technics of advertising:
ads should attract to the people’s attraction, but they shoulden’t offend public
taste. Because of that advertisers try to find compromise between these 2 things:
-optical tricks
the best way to present a product is to put only a few words in big print next to a
big picture. Aditional infos should only be printed in smaller characters.
Bright colours are very important. Cartoons and drawings are often better than
photos. (funny cartoons, …)
-acoustic tricks: simple music with harmonious tune and sung slogans. Folk music
is important to deliver a pleasant acossiation of exotic countries.
Voice is important, too. The language, which is spoken in a country, is better than
anyone from an foreign state. (Austria + Austrian accent, germany + german)
-the language:
its important to use simple chatchy slogans wich are easy to remember. The
companies create new words and brand names (Car industry: Lupo, Picasso,…). A
brand suggests a certain quality. These “new” language even influences our
language.
-originality
ads are effective wehen they are unfamiliar and unpuzzling at first to attract to the
audience. There is a risk, beacaue you don’t know if the public understands the
ad -> so the rate of such advertisements is pretty low.
Listening with Burt Manning, chief executive of JWT
- research work
the consumers are observed if they buy a certain product or if they don’t care
about. Advertisers need a brand wich tells the people, that the product they buy is
good; What might wish the consumers for the future? Whet might satisfie them?
- entertainment
entertainment is helpful -> need ads which are different than the others & a
product wich is superior = brand is needed! If people don’t like ad, they don’t
remember -> not effective => abruption is important! There should be a message
in a ad which the people had never seen before – smoething which they don’t
expect (example: at school chemistry is boring -> people hardly know anything
=> but Magnesium + Water = Fire – this, the people know = abruption process)
-JWT
Jwt campaign: at first 7up = something, which is mixed with licör. But then a 7up
soft trink appeared (which isn’t a cola) => complete surprise
Nationality in countries:
i.e. food is differently used in some countries (cheese: in one country it is used as
a spread, in the next country it is a ingrident in salat (Kellog changed French
breakfast-habit!)
American culture is a symbol for liberation, individuality, self expression, freedom -
> American products influence other countries
Internet ads will be a good kind of advertisement in future
How to raise a product to a brand?
It is a mental thingto raise a product to a brabd, because brabds are only created
by consumers, not by a company itself. I.e. In germany there are lots of beers ->
they are all the same -> people make differences between beers -> only a
process in people’s mind- brand is created by them
Innovation: full research departement (ty+media) = fundamental research
programs – how consumers receive messages (computer programs which tell
people if they like or dislike an ad)
I hope that I could help you to cope with the topic!
Greetings
Harry
