BUSINESS COMMUNICATION IN ENGLISH

INTRODUCTION TO ADVERTISING I, II, III

Anisoara Pop, PhD, Dimitrie Cantemir University, Targu Mures, Romania

Evaluation: questionnaire 50p + project 50p

COURSE OUTLINECOURSE OUTLINE1.1. 2.2. 3.3.

DEFINITION DEFINITION OF AD OF AD COMMUNICATIONCOMMUNICATION

CLASSIFICATION CLASSIFICATION (LONG/SHORT) (LONG/SHORT) MEDIUMMEDIUM

STRATEGIES STRATEGIES (REASON/TICKLE, (REASON/TICKLE, HARD/SOFT)HARD/SOFT)

CONSUMER’S CONSUMER’S

BENEFITSBENEFITS

PITCH PITCH – – STRUCTURAL STRUCTURAL PATTERN OF AN PATTERN OF AN AD AD (attention, confidence, (attention, confidence, response etc.)response etc.)

NEEDS NEEDS HIERARCHYHIERARCHY

CONSTRUCTIONCONSTRUCTION

MODEMODE (MUSIC (MUSIC

AND LANGUAGEAND LANGUAGE

INFORMATION INFORMATION PROCESSINGPROCESSING

(ATTENTION/(ATTENTION/MEMORY)MEMORY)

MARKET MARKET RESEARCH - RESEARCH - DEMOGRAPHICDEMOGRAPHICSS

What is advertising? What is advertising? -one of the most popular arts of our times- ubiquitous; unsolicited- met with different attitudes: skepticism,

cynicism,;- informative/entertaining/manipulative/

harmful (Why? Products, consumerism, utopia)

- profitable business- utopian vs shocking- film directors and actors are keen to work on

ads: Scorsese directed a perfume ad, Fellini an ad for pasta, Alan Parker began his career as a director in advertising.

1. ? What is your view of ads?

• Ad-ing does not affect meAd-ing does not affect meaffects your budgetaffects your budgetConsider a career in advertisingConsider a career in advertising• Group Work:Group Work: brainstorming about an ad brainstorming about an ad

read/heard/seenread/heard/seen you recall, WHAT IS you recall, WHAT IS BEING ADVERTISED?BEING ADVERTISED?

• ProductProduct• Idea Idea • ImageImage• - write/talk about the images, the idea - write/talk about the images, the idea

behind the product, slogan/jingle, why do behind the product, slogan/jingle, why do you think it is a successful/unsuccessful adyou think it is a successful/unsuccessful ad

• Motivate: Why did you choose it?Motivate: Why did you choose it?

R: can recall so many R: can recall so many surface surface detailsdetails: the presenters, the : the presenters, the visuals, the words -- basically, visuals, the words -- basically, those things the advertisersthose things the advertisers want want us to recallus to recall

What is the What is the purpose of purpose of advertising?advertising?

““the purposethe purpose of every drop of advertising ink and of every drop of advertising ink and paint is to make a number of human beings paint is to make a number of human beings do do someting that otherwise they would not someting that otherwise they would not have donehave done” (Guidlach, 1931, p.165” (Guidlach, 1931, p.165))

to create demand for products

ADVERTISE = ‘advertere’ (Latin) – turn towards

Action favorable disposition

a method of mass promotion a one-way form of marketing communication where the message receiver (i.e., target market) is not in position to immediately respond to the message (e.g., seek more information). over the next 10-20 years advertising will become highly interactive

The work behind an adThe work behind an ad

- gets 15%. to pay their expenses (the creative writers, artists, researchers, production and technical costs and profit

agency will hire film studios, recording studios, voice-over studios, to do the actual production

85% of the manufacturer's money will goto the various media (TV, radio, newspapers, etc.) to buy time or space

Local adsLocal ads may cost only a few hundred may cost only a few hundred dollars dollars

expensive expensive national adsnational ads (complicated (complicated scenes, new technologies, big celebrities) scenes, new technologies, big celebrities) may cost nearly a million dollars in may cost nearly a million dollars in production costs alone production costs alone

2 most expensive spots 2 most expensive spots "American "American Idol"Idol"(Fox) ($705,000)(Fox) ($705,000)

MEDIUMMEDIUM

- an important parameter of difference- an important parameter of difference Printed: newspapers, magazinesPrinted: newspapers, magazines RadioRadio TVTV Roadside hoardingsRoadside hoardings

Ads take advantage of the Ads take advantage of the particular medium ads on subway particular medium ads on subway trains (longer copy, idleness) – trains (longer copy, idleness) –

TV adsTV ads rely on rely on music and movingmusic and moving pictures pictures in a way that magazine ads cannotin a way that magazine ads cannot

theme – Smirnoff vodka theme – Smirnoff vodka F:\RISEBA http://www.youtube.com/watch?v=-iXwzBv

drIY&feature=related

? ? How could this ad be adapted to a How could this ad be adapted to a

magazine? Newspaper? Radio?magazine? Newspaper? Radio?

SIMPLE AND COMPLEX ADS

SIMPLE – everything that is presented is linked with the ad

COMPLEX – symbols – specific to consumption society transfer the quality of the additional material to the merchandise): Malborro cigarettes Think about: natural aspects, people’s characteristics

http://www.youtube.com/watch?v=XwtijQl6_EU&feature=related

COPY LENGTH COPY LENGTH

depends on the productdepends on the product Short copyShort copy: Luxuries – atmosphere is : Luxuries – atmosphere is

more important (only the manufacturer’s more important (only the manufacturer’s name or initials)name or initials)

Big buys – durablesBig buys – durables – require – require reasonreason copy + copy + visualvisual persuasion (tickle) persuasion (tickle)

THE TECHNIQUE – URGE

HARD SELLINGHARD SELLING Direct Direct appeal to buy appeal to buy

Buy X! Call now! Buy X! Call now!

Extols excellent quality Extols excellent quality

Insists on limited Insists on limited availability availability

Low cost, guaranteed Low cost, guaranteed reliability reliability

SOFT SELLING mood SOFT SELLING mood will induce selling will induce selling

Life will be better with Life will be better with the product the product

advantages and urge to advantages and urge to buy is buy is subtle and subtle and indirectindirect

suggests suggests

http://www.youtube.com/watch?http://www.youtube.com/watch?v=krMLFUcd16o&feature=relatedv=krMLFUcd16o&feature=related

Bacardi drink – dancing, tropical beach, Bacardi drink – dancing, tropical beach, slim people, happinessslim people, happiness

How does spirits drinking make How does spirits drinking make people? Rich?slim?adequate?people? Rich?slim?adequate?

http://www.youtube.com/watch?v=4BdXd7aRyF4http://www.youtube.com/watch?v=4BdXd7aRyF4 (Christina Aguillera – (Christina Aguillera – perfume)perfume)

http://www.youtube.com/watch?v=OYecfV3ubP8http://www.youtube.com/watch?v=OYecfV3ubP8 Apple Mackintosh 1984 Apple Mackintosh 1984

(Orwell – Big Brother, totalitarianism)(Orwell – Big Brother, totalitarianism) http://www.tvadsplus.com/main.asp?pid=commercial&commid=62http://www.tvadsplus.com/main.asp?pid=commercial&commid=62 – cell – cell

phonesphones

REASONREASONIntellectuallyIntellectuallyLogical, rational Logical, rational reasonsreasons

Computer: speed, Computer: speed, RAM, monitor RAM, monitor resolution, disk resolution, disk capacitycapacity

Photos: stark, simplePhotos: stark, simple

Specialist authoritySpecialist authority

TICKLETICKLEEmotionallyEmotionally

Social life is improved Social life is improved by product:by product:Sex appealSex appealLife styleLife styleSelf esteemSelf esteem

Photos: humor, mood, Photos: humor, mood, improved lifestyleimproved lifestyle

A FRAGRANT SENSATIONA FRAGRANT SENSATIONA SPARKLING LOVE STORYA SPARKLING LOVE STORYWONDERFULLY ROMANTICWONDERFULLY ROMANTIC

STARRING Sometimes there’s a moment STARRING Sometimes there’s a moment when everything comes together…A moment of when everything comes together…A moment of Splendor.Splendor.

Eg. Camera phone: small size, excellent performance + Eg. Camera phone: small size, excellent performance + fun and friendsfun and friends

?? Where would you include cigarette ads? Ads stressing Where would you include cigarette ads? Ads stressing a low-tar contenta low-tar content??

How about the Audi commercial: How about the Audi commercial: http://www.funonline.ro/video_33468_Audi_Car_Commerhttp://www.funonline.ro/video_33468_Audi_Car_Commercial.htmlcial.html

Do you have reasons for buying? Reason or tickle?Do you have reasons for buying? Reason or tickle? Are they directly stated or suggested? Hard or soft sell?Are they directly stated or suggested? Hard or soft sell? Perfume?Perfume?

a combination of reason and tickle a combination of reason and tickle (visually)*(visually)*

SLOW DRIP: rarely, over a longer period SLOW DRIP: rarely, over a longer period of timeof time

SUDDEN BURST: great frequency over a SUDDEN BURST: great frequency over a short period of time (Easter and Christmas short period of time (Easter and Christmas holidays, for delicacies, luxuries, hi-fiholidays, for delicacies, luxuries, hi-fi

DURATION AND FREQUENCYDURATION AND FREQUENCY

THE 4 WORLDS OF AN ADTHE 4 WORLDS OF AN AD YOU – The pleasure of phantasyYOU – The pleasure of phantasy

PRODUCT exists in 3wsPRODUCT exists in 3ws

PSYCHOLOGY OF ADVERTISINGPSYCHOLOGY OF ADVERTISING

Sender’s worldSender’s world

AD WORLD: fictionalAD WORLD: fictional

FANTASY WORLD of the purchaserFANTASY WORLD of the purchaser

REAL WORLDREAL WORLDThe perspective purchaserThe perspective purchaser

celebrities belong to fictional and real celebrities belong to fictional and real worldworld

real consumers also belong to the two real consumers also belong to the two worldsworlds

direct gaze or address of the character or direct gaze or address of the character or voice-overvoice-over

The contact reality-fiction is The contact reality-fiction is ensured by:ensured by:

We persuadedWe persuadedto doto do something or something or

to believeto believe something something

HOW? Do ads force us?HOW? Do ads force us?

They lure us. They lure us. They tempt us.They tempt us. They flatter us: We are all They flatter us: We are all benefit -benefit -

seekersseekers

Benefit -Keep the good Benefit -Keep the good

persuasion appeals primarily to our natural human desire to protect the various "goods" we already have

- Cosmetics - stress bodily protection.- lawn mowers, and garden tools** Sports programs, with a predominantly male audience, have many such "caretaker" ads for home repairs, tools, lawn care, and life insurance - financial investments - protect assets

Efficiencysimplicit

yaudience

-centeredresponsi

bility, wisdom,

pride Pet care: feelings of love and

responsibility

Get the goodGet the good ACQUISITION ACQUISITION 75%75%

- affluent society simply emphasize acquisition- make us discontent with what we already have

In your country what is emphasized: acquisition of new

things, or maintenance of older ones?

association techniqueassociation technique is used, linking is used, linking the the product or service with something already liked product or service with something already liked or desired or desired

Cosmetic ads: beautiful models in settings Cosmetic ads: beautiful models in settings suggesting sex appeal, popularity, wealth.suggesting sex appeal, popularity, wealth.

"We make lipstick but we sell hope,""We make lipstick but we sell hope," said said Charles Revson, the cosmetic manufacturer, in a Charles Revson, the cosmetic manufacturer, in a famous quote.famous quote.

acquisitionacquisition

Get rid of the bad –Get rid of the bad – RELIEF RELIEF

scare-and-sell technique

problem, -solution diets, weight-lossPain killers, deodorants

Avoid the bad - PREVENTIONAvoid the bad - PREVENTION

scare-and-sellsecurity devices (locks, alarms, fences, safe deposit boxes, vaults) insurance, savings accounts, Food, clothing, and home repairs

All people are benefit-seekers All people are benefit-seekers