Advertising Introduction

Introduction

What kind of world does the news suggest we live in?
Negative- horrible- bad things happening all the time 

 What kind of world does advertising suggest we live in?
Perfect/ideal- promoting their products- if you get the products everything will be perfect. 

 Links- they are the complete opposite of each other- it could be that the news show many negative events to make the advertising look better or the advertising deliberately makes themselves appear the complete opposite to the news to attract people to buy the products.
Newspapers make their money through advertising.

 The four Ps: 
Product- the media product itself that needs to be sold to audiences.
Placement- when in the year a media product is released e.g. family films during holiday periods.
Promotion- the way in which media texts and products are marketed e.g. trailers, posters, interviews.
Price- the amount that people are willing to pay for the product. 

 Advertisers used a tried and tested method.

 1. Create an alluring and attractive fictional world.
2. Invite the audience to identify with or imagine themselves within this fictional world.
3. Hint that their life will be better if you buy or use the product. 

 Advertising is designed to suggest that a product will supply something that the audience wants or needs.
Some needs that advertisers play on include:

  • To be superior to others or part of a superior group
  • To be up-to-date and a trendsetter
  • To be a member of a happy family or social group 
  • To be attractive to look at
  • To be popular
  • To be wealthy
The advertisements that work in terms of creating interest and desire tend to sell us a life style we desire or represent beliefs and values that we hold to be true. 
This is achieved through the careful selection of signifiers from the broad range of available semantic choices. 

 Unique Selling Point (USP)

 Marketing involves identifying the USP of the media text. This could be the actors, the narrative, director or other media texts. These are the things that would attract the target audience- anything that makes the product 'sellable'. It is something that the competitors either won't or can't deliver. It differentiates the product from the competitors in a new way that customers will immediately notice the difference. 
e.g. Mast Brothers Chocolate (Rick and Michael) -hand crafted- make every bar themselves from the cacao bean all the way up to the packaging. Have a personal style- travel to get the beans, from the 18th century.
TOMS shoes- they give a new pair of shoes to a child in need for every pair you purchase-'they care'.

 Example:
Body Shop sprays and perfumes. The USP is they are animal friendly. I buy from this shop as I like the different packaging as I think it appeals to different personalities. I have used it for a long time and therefore I trust the products and often buy them for birthday presents. 

Advertising techniques:
USP is the most important.
Direct Gaze: Person in the advert is looking straight at the audience.
Composition: How its organised/put together- layout- what's in the foreground, what's in the background.
Shock tactics: Something that shocks you into a reaction.
Repetition: images, sounds, phrases, words, fonts etc.
Colours: different connotations
Body Language
Slogan
Association/synergy: other brands, ideas, platforms, social medias, celebrities. Similar ideas across fields e.g. companies that work together, across adverts.   
Intertextuality- links with tv programmes, brands, adverts, films etc. 
Rule of Thirds
Appealing to the head (practicalities): giving practical reasons to buy it e.g. financial 
Focal point
Celebrity endorsement: direct appeal to the target audience e.g. PewdiePie was with Disney and then he talked about Nazis and they dropped him.  
Symbolism: using symbols to stand for something (representation) 
Appealing to emotion: language, images, music
Testimonials: standing up for something, showing loyalty to it

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