ADVERTISING WHY BUY Why Buy Introduction 02052018 LO
ADVERTISING WHY BUY?
Why Buy – Introduction 02/05/2018 LO – critically analyse claims in advertisements. Starter Activity In your books answer the following question. What is a favourite advertisement and why?
TASK 5 – DUE FRIDAY P 5 11/05/2018
ACTIVITY I: FORMATS OF ADVERTISING In pairs, list in your books five to twelfth formats of advertising. When done decide what format of advertising is most widely used and why?
FORMATS OF ADVERTISING • Newspapers and magazines • Billboards and posters • Televisions and film • Pamphlets and fliers • Radio • Banners or pop-ups on websites • Social media • Product packaging
ACTIVITY II: FORMS OF ADVERTISING In pairs, list in your books three forms of advertising. How do they influence us?
FORMS OF ADVERTISING • Product advertisements, which try to influence us to buy a particular good of service • Political advertisements, which try to influence how we vote • Cause or advocacy advertisements, which try to influence us to support a cause (such as caring for the environment) or oppose a practice (such as the wearing of fur).
TARGET AUDIENCES This is the first step to critically analysing an advertisement is by identifying the target audience. The target audience of an advertisement is the group of people that the advertiser is attempting to persuade to buy the product. Examples of Ways to Define Target Audiences • • Age Gender Income/social status Occupation Lifestyle Interests Concerns/worries Values
ACTIVITY III: TARGET AUDIENCES Write some sentences explaining the target audiences at whom you think four of the advertisements below are aimed at. Then share your work with other students, discussing the reasons for your opinions.
Why Buy: Part II 02/05/2018 LO – discuss how verbal elements through claims or statements contribute to the purpose of an advertisement. Stater Activity List some verbal elements of an advertisement you might know. For example, one element is text boxes.
VERBAL ELEMENTS OF ADVERTISEMENTS The verbal elements of an advertisement are the words that appear in the advertisement. We can critically examine two aspects of the verbal elements: • The claims or statements made about the product • The nature of the language used in the advertisement
CLAIMS Advertising claims can be divided into: • Specific claims • Vague claims • Meaningless claims • Misleading claims
1. SPECIFIC CLAIMS Are statements about a product that can be verified (that is, proven true or false). Bellow are some examples: • 100% Australian-made • 99% fat-free • Made entirely from recycled plastic • No added sugar.
2. VAGUE CLAIMS Vague claims are much more common than specific claims. Vague claims are ones that are probably true, but where the exact nature of what is being claimed is left unclear. For example, an advertisement might state: ‘Our product helps prevent hair loss. ’ But notice that it does not state that it ‘prevents’ hair loss, only that it ‘helps’ prevent it. And it does not say how much it helps. Nor does it state under what conditions it helps prevent hair loss. When used every day? Twice a day? Every hour? The table below shows how vague claims can be exposed using critical questions. Examples of vague claims Critical Questions Our product is made with real fruit Our product is richer, smoother, tastier. Our product fights bad breath. Our product is hypoallergenic. Our product gives your hair more body. How much real fruit? ‘Richer, smother, tastier’ than what? Gravel? Only ‘fights’ it. Does not prevent it? ‘Hypo’ means low. How low? More body than what? More body than it had before? If so, how much more? Or just more body than the hair on a Mexican hairless dog? Scientifically tested when? Where? By whom? Under what conditions? How many times? Our product is scientifically tested.
ACTIVITY I: VAGUE CLAIMS Critiquing vague claims Below are some examples of the sorts of claims found in many advertisements. Critique the claims by copying out the statements and, below each one, writing some critical questions that expose the vagueness of the claims (in a manner similar to the table above). 1. You can be sure of our product. 2. Our product has 33% more cleaning power. 3. Our product is clinically shown to improve kids’ attention 4. Our product helps support your immune system. 5. Our product relieves pain faster. 6. Our product is good for the environment. 7. Our product strengthens your muscle tone. 8. Our product is a source of protein and fibre.
3. MEANINGLESS CLAIMS Meaningless claims are ones that state the obvious or could not be proven in any meaningful way. For example: • Our washing powder gets your clothes whiter than white. (How can anything be whiter than white? ) • There’s no other nail polish like it. (Well, of course. Every product is unique, strictly speaking. ) • The perfect gift. (Surely what is perfect depends on the individual. ) • The ultimate workout. (How could you ever prove this? ) • The ideal tonic. (Ideal for what? ) Activity II: Examining advertising claims For this activity you will need a collection of magazines and newspapers. • From these materials, collect five examples of advertising claims in your books. • For each of the claims, decide if it is an example of a specific claim, a vague claim or a meaningless claim.
4. MISLEADING CLAIMS Read the following passage from the website of the Australian Competition and Consumer Commission, a national government body that has responsibility for ensuring that individuals and businesses comply with Australian competition, fair trading and consumer protection las. The passage explains what are considered to be misleading claims. Read the following passage and answer the questions that follow. Questions 1. Provide three other examples of business behaviour that could be added to the bullet points under the heading ‘Examples of false or misleading claims’ in the extract above. 2. Express the first sentence under the heading ‘bait advertising’ in the extract above in your own words. 3. To what extent do you agree that it should make no difference ‘whether the business intended to mislead you or not’ when considering whether a claim is a breach of the law?
Why Buy: Part III 03/05/2018 LO – discuss how verbal elements through language contribute to the purpose of an advertisement. Stater Activity In pairs start to think how you could use the various verbal elements of advertisement to generate business.
THE LANGUAGE OF ADVERTISING In order to persuade target audiences, advertisements tend to rely more heavily on the connotations of the language used, than on what the advertisement actually states.
CONNOTATIONS Connotations are the ideas and feelings associated with words. For instance, the word ‘craftsmanship’ has connotations of tradition and careful design. ‘Art’ has connotations of beauty and quality, ‘gold’ has connotations of rarity and value, and ‘steel’ has connotations of strength and durability. These words can be used in advertisements for products that are not made by craftspeople or artists to encourage audiences to associate those ideas and feelings with the product being advertised. Activity I: Exploring connotations Write down the following words or phrases and, next to each one, write the connotations you believe they hold for many people. Then share your work with other students. • Rebel • Picnic • Garden • Secret weapon • Warrior
CONNOTATIVE LANGUAGE AND VALUES Values are defined by the oxford English Dictionary as ‘principles or standards of behaviour; one’s judgement of what is important in life’. Below is a list of common values and some words often used to appeal to these values. Value Words often used in Advertisements of appeal to this value Health and fitness Healthy, pure, natural biodynamic, organic, protein, nutritious, strength Exclusiveness Exclusive, individual, unique, only, special, limited edition, distinctive, rare Newness New, first, revolutionary, latest, updated, future, modern contemporary Concern for the environment Eco-safe, biocompatible, green, non-toxic, sustainable, recycled, environmentally friendly Science Tested, clinical, laboratory, scientific, technology, space-age, prescription, formula Quality, style, excellence, standard, better, best, classic, ultimate Beauty Shining, attractive, shape, look, slim, sexy, glamour, body Adventure, excitement or fun Wild, fast, exciting, magical, out of this world, freedom, alive, speed Convenience Easy, fast, quick, minutes, seconds, shortcut, instant, time-saving
ACTIVITY II: EXPLORING LANGUAGE AND VALUES Discuss what words you think an advertisement could use to appeal to the following values: 1. Romance 2. Traditional masculinity 3. Traditional femineity 4. Thrift (careful management of money) 5. Popularity 6. comfort
Why Buy: Part IV 02/05/2018 LO – discuss how visual elements contribute to the purpose of an advertisement.
VISUAL ELEMENTS OF ADVERTISEMENTS Most advertisements rly even more on visual elements than they do on verbal elements. Just as the words of an advertisement are chosen for their connotations, so too are the visual elements. Examples of visual elements commonly used to convey ideas about a product in advertisements People, e. g. : • Models • Celebrities • Fictional figures • Ordinary people Appearance, e. g. : • Physique • Hair style • Jewellery Body language, e. g. : Setting (places), e. g. : • Facial expression • Specific, recognisable places, such • Gaze as New York or Antarctica • Posture • Non-specific places, such as • Gestures beach, a forest or a kitchen • Bodily orientation – how the body is positioned Animals Colours Objects
ACTIVITY I: EXPLORING CONNOTATIONS OF VISUAL ELEMENTS In pairs, brainstorm the connotations associated with the following and then share your ideas with other students: • • • • Sherlock Holmes Police officers Doctors Looking directly into a person’s eyes Folded arms A crouched posture A clenched fist A pot belly A diamond ring Flowers Paris, France A park Lions Elephants The colour green
Business ads 12/04/2018 LO – discuss advertising ideas that could be used to support a business. Stater Activity In pairs, list online platforms which you could use to advertise a service (hairdressing, plumbing, electrician, concreting).
Where and how to create advertisements to market your business? • Canva. com https: //www. youtube. com/watch? v=M_b. Hp 0 Cgk. U • You. Tube https: //www. youtube. com/watch? v=JBLW 3 DILSa. Q • Create your own website or use a website platform like Weebly https: //www. youtube. com/watch? v=Gv 3 z. APDCSo. U
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