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Advertising

 Advertising

Advertising is a campaign promoting a product or idea which can persuade or interest a target audience to purchase or use products and services. The campaign may use many different forms of media to promote a message for a set amount of time. 

Media platforms used in advertising

Magazine adverts

Newspaper adverts

  • Advertisement will reflect the nature of the magazine. 
  • For example, if one was promoting an electric guitar they would feature it in a rock magazine.

Video adverts

  • Most likely to be seen on YouTube, or pop-up ads on social media.

Social media adverts

  • Instagram ads
  • Facebook ads
  • Twitter ads
  • Facebook ads
  • Websites.
  • They can be pop-up ads
Emails

Radio adverts

Television adverts

  • Prime time slots- more expensive as they get more recognition
  • Commercial stations rely on advertisements as a source of funding
  • Both are examples of above-the-line advertising.
Billboards

  • Above-the-line advertising
  • Expensive as they are accessible to a mass amount of people

Flyers

Leaflets

Pamphlets

  • Below-the-line advertising, targeted to a specific audience

Word of mouth 

Train posters

Bus adverts

Merchandise

Evian- Live Young

  • Tends to feature the colour pink
  • Often make white the signature colour- connotes purity
  • Colours together are Evian, and consumers are able to visually recognise this and associate the brand with these signature colours.
  • Logo is always visible to reinforce the brands identity, and it makes it easy for consumers to establish and identify. 
  • Slogan
  • Strong sense of branding
  • Ethos- if you drink Evian your going to be healthy and experience a sort of second youth
  • Evian worked with tennis stars and used them on bottles
  • Target audience is wide- usually associated with people who lead active lifestyles
  • This is due to tennis and roller-skating being associated with youth and vitality.


Boys will be Boys- Gillette advertising

  • It tried to reinvent itself, and many men took issue with it as they felt they were being harassed by the advert.
  • It picks out various men and suggests that they are all sexual predators 
  • It is an controversial ad


Nike- Dream Crazy

  • Targets minority groups
  • Has a focus on black solidarity and the Paralympic movement
  • It also features women within the sports industry
  • There are a variety of different people celebrating
  • For example, person with one hand who became professional American footballer
  • This juxtaposes to conventional, professional athletes 
  • If you are young, disadvantaged, or have a disability you are still able to dream to become sport icons, and this advert encourages this. 

Banned advertising campaign

Miu Miu- Sisley was banned in most countries all over the world, as it glamorises drug use.



Nike

Mcdonalds monopoly campaign

50 years of Mcdonalds 

Advertising slogans

Pay attention to the use of language and linguistic devices, as well as the connotations attached to it. 

  • Mcdonalds-  Im loving it
  • Tesco- Every little helps
  • Sainsbury's- Live well for less
  • Nike- Just do it 
  • Santander- Simple, smart, fair
  • Redbull- Redbull gives you wings
  • NHS- Get boosted
  • Slogans are often statements, generalises that all people love Mcdonalds
  • Mcdonalds slogan is memorable as it is short and simple
  • This is significant so that consumers can associate the slogan with the brand
  • It reinforces brand identity and makes it easy to identify compared to those in competition. 
  • Just do it!- motivational
  • Statement
Use of persuasive techniques

Subliminal messages- seeing/hearing something often means you go to it without realising. 

Brand summary- makes the brands benefits and specialities clear

Brief- clear and to the point 

Rhymes- sticks in the mind, and is easy to remember

Repetition of brand name- repeating something three times or more helps it to become memorable. psychologists explain that when you repeat something 3 or more times, it helps you remember. 

Alliteration- the first letter of every word is the name, and has a similar effect than rhyming. 

Use of second person- consumer feels spoken to personally and involved in the product or identity on offer. 

Use of every/always- indicates the company's unswerving commitment. 

Present tense- universality/timelessness. exp. just do it!

Imperatives- assertive demands designed to sweep the consumer along in agreement

Use of capitals- for emphasis

Humour- consumers are entertained, so tend to be well disposed towards the brand

Use of puns/word play- gives a second layer of meaning to impress the consumer with its smartness and novelty. 


Advertising techniques for Tesco

  • Slogan- You shop, we drop
  • Brief, simple, catchy
  • Rhyme
  • Assonance
  • Use of second person
  • Present tense
  • Use of puns/wordplay 
  • Repetition of the brand name
  • Website- highlighted in red which makes it stand out
  • Colour scheme- blue, red and white

Burger king

  • Slogan- We heard you like burgers, so we put burgers in your burger. Have it your way. 
  • Repetition
  • Use of second person
  • Present tense

Print ad


Alliteration

Social media ad
Video ad 




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