Advertising

Rachel HeyesLecturer

The Manchester College

Consumer Product Advertising• This is mass media advertising bought by a

manufacturer to raise awareness of a product and to persuade consumers to buy it

• In consumer advertising there is usually an image of the product in the advert. Often advertisers focus more on an aspirational image rather than the product itself in order to sell a lifestyle or dream to the consumer: The idea is that the positive imagery will be associated with the product creating an idea that the product will bring you the ideal promoted

Consumer Product Advertising

• Consider why the specific images used in adverts have been chosen. What is the image trying to suggest about the product?

Consumer Product Advertising

The Language of Advertising• Technical Language – Often use to show

important aspects of a product. It suggests the value of a product and that it is advanced and offers the most up to date technology

• Emotive Language – Encourages an emotional response (positive)

• Slogans – Phrase connected to the product that sums up the product’s appeal. Often repeated and remembered in association between the idea and the product is reinforced.

• Puns – Play on words

The Language of Advertising

Persuasive Devices

• Humour – Adds layers of meaning, more satisfying to decode, more memorable and entertaining

• Shock Tactics – Grab the attention• Sex – Basic human need and effective persuasive

tool• Aspirational People – Admire or aspire if endorse• Reward and Punishment – ie. Younger looking,

freebies, good person

Persuasive Devices

Maslow’s Hierarchy of Needs• Use these ideas to tap into

our needs and offer products which fulfil them

Brands

• ‘Product plus personality’• Represent a lifestyle and a set of ideas and

values• Consistency• Quality• Try new products• ‘Snob’ appeal

Analysis

1. Who do you think the target audience is? Why?

2. What ideology underpins the text?3. What is the main persuasive device being

used?

Analysis

1. Who do you think the target audience is? Why?

2. What ideology underpins the text?

3. What is the main persuasive device being used?

Analysis

1. Who do you think the target audience is? Why?

2. What ideology underpins the text?

3. What is the main persuasive device being used?

Analysis

1. Who do you think the target audience is? Why?

2. What ideology underpins the text?

3. What is the main persuasive device being used?

Analysis

1. Who do you think the target audience is? Why?

2. What ideology underpins the text?

3. What is the main persuasive device being used?

Group Task

What brand image has been constructed for the following:

• Coca Cola Nike• Disney Budweiser• Nestle Virgin

Research and present your findings to the class