Advertising In General Advertising in General, Tricks

During my A-Levels I summarised the topic ADs! Specific Informatonyou 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 tobuy 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 identification2 kinds of peoplea) a famous person (actor, pop-star, …) says, that a product is very good. So the audience imitates this behaviour and they buy the product:huh: 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 stylepeople should develop an emotional attitude to an advertisement (the product) i.e. the like childish and lovely things like speaking animals, babies,…)- factual styleads 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 enginewoman: beautiful shape, comfortable for shopping or to take children to schoolsubconscious influenceall 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 tricksthe 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.-originalityads 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 workthe 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?- entertainmententertainment 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)-JWTJwt campaign: at first 7up = something, which is mixed with licör. But then a 7up soft trink appeared (which isn’t a cola) => complete surpriseNationality 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 countriesInternet ads will be a good kind of advertisement in futureHow 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 themInnovation: 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!GreetingsHarry