Did you know?
•Ad spending in 2013 topped $500 billion for the first time. That's $90 for each person living in
the markets.
•This year at SuperBowl, a 30-second spot is an eye-popping $4 million while a 60-second spot goes
for $8 million.
•At least 95% of Google’s total revenue comes from advertising (this, of course, includes YouTube).
•The top three video ads of 2006 earned a combined 244,395 shares. In 2013 the top three generated
a total of more than 12 million shares - an increase of almost 5000%.
•A York University study revealed that U.S. pharmaceutical companies spend twice as much on
advertising as they do on research.
•By the time a person in the United States is 65 years old, he would have seen an estimated two
million television commercials

What is advertising?
•American Marketing Association: "advertising is any paid form of non-personal presentation and
promotion of ideas, goods and services by an identified sponsor".
•
•The strongest expression of mass culture, a cultural industry
•

What is it about?
•Informing the public about a product;
•Attracting the attention;
•Motivating the consumer to action;
•Stimulating markets;
•Supporting the business community;
•Establishing and maintaining a lasting relationship between the consumer and a company;

And also,
•Persuasion
•Shaping attitudes
•Fostering consumer culture
•Establishing standards of behaviour and lifestyle
•Entertainment
•

Who communicates?
•Personas                          Celebrities                           Models
•http://www.youtube.com/watch?v=dHLCc4oztsc

•Icons                            Real life people                  Products as characters



Who is the audience?
•Demographics
•Psychographics
•Usage Rate/ Behaviour
•Benefits
•




Where and why there?
•Print? Television? Radio? Internet? Direct mail?
•ATL or BTL?
•Indoor or Outdoor?
•Cable TV or Broadcast TV?
•Newspaper or Magazine?
•Often and cheap is really better than rarely but expensive?
•
•

Keep in mind that:
•
1.It must reach the largest number of people possible.
2.It must reach the TARGET.
•2. It must attract their attention.
•3. It must be economical.
•4. It must suit the product.
•5. It must convey the message in the best way possible.
•

Shaping the message
•Historical context
•http://adsoftheworld.com/media/tv/association_for_assistance_to_handicapped_children_moon
•

Cultural context and cultural preoccupations :
•
http://www.youtube.com/watch?v=nnsSUqgkDwU










Cultural myths






Stereotypes



What sort of world do they portray?
•Material: http://www.youtube.com/watch?v=QJUawVULURM
•Uncomplicated: http://www.youtube.com/watch?v=kMPF-XMyN7g
•Immediat gratification:http://www.youtube.com/watch?v=stxc5W6Za2s
•Self absorbed: http://www.youtube.com/watch?v=g47ODUi8LoE
•Competitive: http://www.youtube.com/watch?v=kaF6FxmixJk

Limits
•Comparative advertising
•Children advertising
•Alcohol advertising
•Tobacco advertising
•
•

Genre
•In order to be easily recognizable, advertisements borrow from establish genres.
•It follows the problem – solution-order pattern;
•

Techniques
•Pathos: an appeal to emotion
•Logos: an appeal to logic or reason
•Ethos: an appeal to credibility or character.
•

Wise choice of words
•Commencement: now, suddenly
•Convenience: easy, quick
•Transformational: sensational, magic, revolutionary
•Directives: compare, hurry
•Customer advantage: bargain, offer, free
•
•

Sound
•http://www.youtube.com/watch?v=wCO2bc5OzcM
•http://www.youtube.com/watch?v=zAGRVQG2dyc

Image






•Thank you!