Consumption and Production of Media Communication

1. Consumption and Production of Media Communication Today’s topic: Advertising

2. The Power of Advertisement

3. Why learn about advertising? • Advertising is an important aspect of media communication • Advertising is everywhere • Awareness gives us some protection against influence • By using advertising/argument principles we are better able to influence others

4. Advertisement Defined • What is the definition of advertisement? Your own thoughts…

5. Advertisement Defined Continued • According to the Institute of Communications and Advertising, advertising is essentially:

6. In the Hulu ad we just saw… • What was the: • Form of Communication • Medium of Communication • Message • Sender • Receiver

7. How Do Advertisements influence us? • Logos: appeal to logic • Aristotle's PersuasiveAppeals: • Pathos: appeal to emotion • Ethos: appeal to credibility of the speaker

8. John McCain’s Celebrity Ad

9. Using the Three Appeals • Where do we see logos, pathos, and ethos in McCain’s ad? • Which aspects make it effective? • Which aspects are not effective?

10. Sham Wow

11. Using the Three Appeals • Where do we see logos, pathos, and ethos in the ad? • Which appeal is favored most heavily? • Research shows that Logoshas a longer lasting effect on individuals

12. How do advertisers create their ads? • Rigorous process • Ten steps of ad creation

13. Ten Steps to How an Ad is Constructed • 1. Product Creation • 2. Decision to Sell • 3. Creative Brief • 4. Ad Agency • 5.Research • 6. Creative Concept • 7. Production • 8. Editing • 9 .Clearance • 10. Media Placement

14. Step 1: Product Creation • Before something can be advertised, it needs to be created • Don’t put the cart in front of the horse • In reality, a great deal of work goes into product design and creation

15. Step 2: Decision to Sell • Once a new product, service or idea has been created, the company promoting the item works with the marketing team to determine the following: • Does the product need advertising to sell it? • If yes, where and when should it be marketed? • Who is the audience most likely to purchase the product? • Target audience- the people you are trying to convince

16. Step 3: Creative Brief • A creative brief outlines: • what the product is • what its strengths and features are • who it is best suited for

17. Step 4: Ad Agency • Once the creative brief has been developed, the advertiser will either create the ad themselves or hire an advertising agency to develop an idea and create commercial messages.

18. Step 5: Research • Throughout the process, the advertising agency then does various forms of research to validate the information provided by the creative brief, to gain new insights and to consider which media best suits the product or idea (i.e., TV, radio, print, etc.) • In our activity, research is going to take the form of surveys and opinion polls

19. Step 6: Creative Concept • The advertising agency spends a lot of time developing the creative concept or key idea that they feel will best sell the product. They then share this with the advertising client for approval and review. • This is the outline or script of your ad

20. Step 7: Production • When the creative concept has been approved and signed off, the ad agency begins the process of producing the commercial. This may involve the following: • Finding and hiring a producer, camera crew, director, sound and lighting crew and actors (talent) • Determining the setting or site (shoot location) • Filming of the commercial (may take several tries – or takes – to get it right)

21. Step 8: Editing • Once the commercial has been filmed or created it goes through an extensive editing process. This may include: • Picture editing • Sound editing. • Special effects to make the commercial eye-catching and memorable.

22. Step 9: Clearance • After the ad is completed it must have clearance through the proper authorities • Ex: Canada requires that ads for children be cleared through The Broadcast Code for Advertising to Children • Once it passes, the ad is given permission to run for up to a year

23. Step 10: Media Placement • Once the final commercial has been produced and approved by all concerned, it goes to the appropriate media (radio, TV or print), to be placed in the programs that best match the desired audiences’ viewing, listening or reading habits.

24. Important After-Step (11)- Evaluation • Once the process is complete and the commercial is being run, often the advertiser engages in further research to assess the value of the advertisement and whether it has been successful in reaching the intended target audience. • This is valuable information for future advertisements

25. Your Assignment… • You are going to create your own television advertisements in small groups • We will be going through all ten steps of ad construction during the next two weeks • For each step there will be a mini-assignment to be turned in which will lead to the creation of your own advertisement.

26. Doing it Yourself Step 1: Product Creation • Break into groups • Brainstorm products or services you can sell with your advertisement • Products can be anything school appropriate • Originality is valued, although your product/service must be able to exist and function in the real world • The product must require advertisement in order to sell • Narrow your list down to one product and write a short paragraph describing what you will sell and why you think your idea will work for a television advertisement

27. Doing it Yourself Step 2: Decision to Sell • In the real world, the marketing team would determine whether the product needs advertisement, when and where it should be marketed, and who the target audience is. • For this assignment, your group will give a short informal presentation to class detailing what your product is, why advertisement would help it sell, when and where you think it should be marketed, and who your target audience is.