The Importance of Understanding Ads: An Introduction to Advertising
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Transcript of The Importance of Understanding Ads: An Introduction to Advertising
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But Wait…Let’s ReviewBut Wait…Let’s Review
What are the 6 questions and their single-word counterparts?
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group tasksgroup tasks
Introduce yourselves.
Create a list of good advertisements verses bad advertisements
Think effective v. ineffective.
Be as specific as possible so I can find them online.
Discuss characteristics of an effective or ineffective ad as a class.
Be prepared to hand me your lists before you leave.
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Let’s Examine Some AdsLet’s Examine Some Ads
Divide a piece of paper in half.
Label one half “good ads,” and label the other half “bad ads.”
As you watch, create a list of qualities that makes ads good or bad.
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The iPad The iPad
http://www.youtube.com/watch?v=btfbIVGES1I
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Snickers (with Betty White)Snickers (with Betty White)
http://www.youtube.com/watch?v=18ya0-OZ58s
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The Guardian (Newspaper)The Guardian (Newspaper)
http://www.youtube.com/watch?feature=player_embedded&v=vDGrfhJH1P4
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Chipotle: Back to the StartChipotle: Back to the Start
http://www.youtube.com/watch?feature=player_embedded&v=aMfSGt6rHos
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Food for ThoughtFood for Thought
The typical American teens sees 3,000 ads per day (Mehta 10).
Tainted Truth tells us that, as a society, we “are exposed to 12 billion display ads, 2.5 million radio commercials and more than 300,000 television commercials” on a daily basis.
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BombardedBombarded
With your group, create a mind map of all
the places where you are bombarded with advertisements.
Try to think beyond the obvious.
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Recap…Recap…Effective
Humorous
Attractive
Emulation (celebrities)
High quality resolution, acting, etc.
Memorable jingle/song/catch phrase/slogan
Music (must have “good” singing or a turn-off)
Subtle, doesn’t feel like I’m being “sold” to
Ineffective
Low budget
Bad quality (camera, editing, etc.)
Bad acting
Boring/corny/lame
Cheesy catch phrases/rhymes
Unreliable characters
Bad product
Bad music
Narrow demographic (doesn’t apply to me)
Too “in your face”, obvious
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Advertising Warm-up: Old SpiceAdvertising Warm-up: Old Spice
http://www.youtube.com/watch?v=owGykVbfgUE
What are the effective and/or ineffective qualities of Old Spice’s marketing campaign?
Who is the target audience?
Is the information fair, accurate, and complete?
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Let’s ChatterLet’s Chatter What is the purpose of advertising? What types of
companies advertise most?
What effects, both positive and negative, does advertising have on our society?
How much control do we have over the number of advertisements we see or hear?
Have you ever been personally affected by an ad?
Why are more advertisers starting to target children and teens?
Do advertisements lie? How often do you question them?
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Things to Think About. Things to Think About. From the mouth of an advertising agent
in James Steyer’s The Other Parent: “If you tell [kids] to buy something, they are resistant. But if you tell them that they’ll be a dork if they don’t, you’ve got their attention. You open up emotional vulnerability…” (100).
Materialistic individuals suffer more depression, have poorer relationships, and use more drugs, alcohol and tobacco (Steyer 100).
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Things to Think About. Things to Think About. Today, marketers spend 3 billion dollars
per year targeting children, 20 times as much as was spent a decade ago (Steyer 103).
Carolle Stroller, a kindergarten teacher, notices how children used to bring in artifacts from family trips or pictures from travels for show and tell. Now they bring in action figures from movies and toys from fast food restaurants (Steyer 105).
Paradox of choice
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Proctor and Gamble: Best JobProctor and Gamble: Best Job
http://www.youtube.com/watch?v=uGJGQQVNqjg
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Eagleman (Car Insurance)Eagleman (Car Insurance)
http://www.youtube.com/watch?v=O4-e4nlfdRI
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Doritos: FashionistaDoritos: Fashionista
http://www.youtube.com/watch?v=QmhhbJIBoNs
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Direct TV: Charlie SheenDirect TV: Charlie Sheen
http://www.youtube.com/watch?v=TFJAe9snWDg
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5 Hour Energy: Doctor Review5 Hour Energy: Doctor Review
http://www.youtube.com/watch?v=ZSHCbizqIo0
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Coke: Polar BearsCoke: Polar Bears
http://www.youtube.com/watch?v=1V1oNGOVo-4&feature=player_embedded
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Go Daddy: The CloudGo Daddy: The Cloud
http://www.youtube.com/watch?v=4FLcKYKdXJw&feature=player_embedded
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Group TaskGroup Task
With your group, come up with a question or idea to challenge the claim of the advertiser.
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Looking aheadLooking ahead
WHY is dissecting ads so important?