The Power of Advertising…

1. The Power of Advertising…

2. What is ‘advertising’? A way for a company to draw people’s attention to a product, service or cause. Can you think of any types of advertising you have seen recently? Radio adverts Billboard poster Types of advertising Football Shirts ‘Junk’ mail Add more to the mind map

3. Thinking About Adverts • This advert was produced in 1947 for the Lanchester Ten. It was a compact car for the mass market. • At the time Lanchester cars were owned and produced by Daimler. Daimler were a company well known for producing luxury cars. • The car was well known for its smooth operation and good handling compared to other cars at the time. What is the main ‘message’ of the advert? How does it communicate it? What is your opinion of the advert? How does it compare to adverts you see today?

4. What are the ingredients for an advert? Graphics (Pictures) What is happening in the images used in the picture? The Copy (Writing) What sort of words are being used? The Brand (Item being sold) Is there a picture of the item being sold? What about logos and colour themes? Target Audience (Who is it for?) Who is the advert trying to sell to? Motivation How is the advert convincing you to buy the product? Characters Who features in the advert? What is the story? The Advert as a Whole How does the advert make you feel? Is it funny? Serious? Would you buy the product being sold? Why?

5. Comparing Car Adverts Use the table compare the two adverts above.

6. Feedback

7. Over To You…Create Your Own Advert The Year is 2040. A new Lanchester Car has been launched and YOU are tasked with designing the advert. You’ll be given a brief to select to help you create the advert with the key information about the car and target audience. You’ll create a print advert and assess another student’s campaign

8. The Briefs – choose one to work on… The Lanchester Electron • A fully electric car that has a range of 150 miles and can be charged in 20 minutes. • Aimed at people that live in urban environments – a smaller car with 2 seats • Capable of autonomous driving with an on-board Artificial Intelligence named ‘F.R.E.D.I.’ (Fully Reliable and Erudite Driving Intelligence) with voice control and access to satellite navigation • Aimed at the cheaper end of the market – for couples or singles that live in a city and look to get to work and socialise in the local area Cost - £12,000 The Lanchester Proton • A fully electric car that has a range of 300 miles on one charge • Aimed at families – large car, at least five seats with on-board entertainment system and large storage • Capable of autonomous driving with an on-board Artificial Intelligence named ‘F.R.E.D.I.’ (Fully Reliable and Erudite Driving Intelligence) with voice control and access to satellite navigation • Aimed at a high end market – this car is for families who may use it to get around the city or visit relatives on long distance journeys Cost - £25,000

9. Things to Include What message do you want your advert to have? Are you going to focus on one aspect of the Electron or Proton? • Copy – think about what you’re going to include in your advert? Keep it snappy and memorable but include the key information you want the reader to get • Graphics – think about how you can use graphics to draw the reader in and get an idea of your message for the car • Branding – think about using a logo and certain colours to represent the brand and its values • Target Audience – Consider how you can use the above to reach your target audience. Make sure you know who they are.

10. Evaluation Swap your advert with another student’s and use the table below to evaluate the impact of their advert