A D V E R T I S I N G

• Think of an advertisement you really like , one you really hate and one that you have mixed feelings about.

• Write down – brief description.

• WHY do you feel this way about it?

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?I dislike the current advertisement featuring the beeping alarm clock. The beeping, much like an arm, is annoying and arresting. Although it captures my attention, it causes more annoyance than interest. This, coupled with the urgent, yelling voice make this advertisement unappealing.

An effective advertisement is the television advertisement for the Kia Sportage car, featuring a man rocking out with the radio and as we learn, an apparently imaginary, rapper. He is driving along, cruising the streets and returns home to his wife empty-handed, without the nappies he was supposed to collect. It relies heavily on music to create a playful mood and associates the car with childish abandon. Indeed, both the music and the rapper are from the 80s, which speaks to the man in the advertisement and is about nostalgia and a sense of adventure. This advertisement successfully targets it audience, young families, as the main focus is a typical everyday family situation. It shows a cast of characters, who look on curiously and almost offended by the blaring stereo. Where it is different though is that it presents attitudes of freedom and youthfulness, suggesting that the car offers the opportunity to indulge in playfulness and provide much-needed alone time. The clip closes with the punchy slogan ‘Grow Up, Not Old’ which further emphasises the power and possibilities of the car and its youthful air.

ADVERTISING IN OUR LIFE

• Where do we see advertisements?

• What type/forms (think about where they appear) of advertisements are there?

KEY WORDS: mediums, product placement.

AIDAFour ways ads persuade

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How does the Kia Sportage advertisement reach (think of

the principles of attention, interest, desire and action) its

target audience?

FEATURES OF ADVERTISEMENTS

Brainstorm with a partner aspects of advertisements that you are familiar

with:

• visual elements/techniques

• advertising ‘speak’

• terminology/ jargon

Attention actionDesireValues and attitudesEmotive languageRepresentation Techniques (visual, propaganda, advertising terms)

Interest Stereotypes Influence target audience Narrative – does it tell story? Genre

How does it 1) grab our attention, 2) keep our interest 3) stimulate our

desire and 4) motivate action?

Slogan is catchy and humorous. Reflects product image. Plays on ideas of ugliness and sinfulness (for the waistline).

Colour – The brand colours are used to reinforce the image. The colours used here also stimulate hunger – red is often associated with desire and hunger. Think of McDonald’s colours!

Witty slogan– ‘good personality’ suggests that despite its rough appearance it is tasty. It is irreverent, mocking the importance of beauty in social media. This shows Australia attitudes of acceptance and also a cheeky, crude humour. There is a ‘give it a chance’ mentality inherent in not judging objects by their appearances. This motivates action by encouraging consumer to try the product.

Repetition of colours -reinforces product so viewer is motivated to buy product.

Positioning/placement-The chocolate is positioned in centre – rough and edgy and overhead view makes it look appealing and to stimulate our tastebuds. Broken bits suggest it is unwrapped and ready to be eaten.

OUTLINE BRIEFLY THE FUNCTION OF THE FOUR ASPECTS IN THIS AD AS WELL AS OTHER FEATURES.

How does it 1) grab our attention, 2) keep our interest 3) stimulate our desire and 4) motivate action?

(Clues language, picture, lighting, colour, font/text, logo, statistics, persuade repetition, connotation)

Advertising words

- Media - Consumer – Product – Campaign – Awareness – Service – Business – Marketing – Logo -Jargon – Emotive – Appeal -Persuasive – Catchy – Appealing – Target audience – Sell – Buy – Shock – Billboard – Slogan – Colour – Effective – Product placement – Desire – Attention - YOU! - Brand

Killing Ted

Why is Ted so successful?

COLOUR

• SLOGANS

• LANGUAGE

SPELLING WORDS

• Advertisement

• Persuade