The Art of Advertising

1. The Art of Advertising Adapted from MICHAEL BEADLE’S Writer in Residence Ligon GT Magnet Middle School- Spring 2008 by Ms. Izzard

2. Think about it… • Think about print ads for products and businesses. • How do advertisers get your attention and cause you to remember the ad?

3. Quick Facts • Advertising dates back to ancient cultures who bought, sold, and bartered goods in marketplaces. In the 1800’s, advertising agents in Europe were hired by newspaper publishers to seek out companies that would buy space in newspapers. • As technology changed, so did advertising– from newspapers and magazines to billboards and T-shirts to flying blimps, radio and television and the Internet. • According to a 1990’s study, the average American sees about 16,000 advertisements a day and gets about 34 pounds of “junk mail” advertisements for each household each year.

4. Quick Facts, cont… • By the age of 18, the average American will have seen about 350,000 commercials. • U.S. companies spend more than $250 billion a year on advertising for customers who will spend about $7 trillion on products. • Advertisers spend about $1 billion a year on children 14 and under because they spend about $20 billion annually and influence the decisions of parents, relatives, and others for another $200 billion in purchases.

5. Factoid Factoid • In the 1950s, there were only about a dozen toothpaste products. Now, there are more than 100 – lots of varieties for different types of people (children, adults, smokers, those with sensitive teeth, those who want all-natural ingredients, etc…)

6. What does advertising do? • educates the consumer about products • explains where a product can be purchased • persuades the consumer to buy the product • entertains with beautiful images, humor, and catchy jingles • informs the public (Prevent forest fires. Conserve energy. Don’t do drugs.) • helps pay for space in news papers, magazines, books, the Internet, public events, etc… • communicates the value

7. Common Propaganda Techniques…-How advertising sells itself- • Bandwagon- Everybody’s doing it! • Testimonial- Someone, who has used the product, tells you how great it is! • Transference- Associating a celebrity or famous person to a product • Plain Folks- Typical people, just like you, use this product • Semantic Slanting- Plays on words that evoke emotions- “buzz”words- like, All-American, honest, or true

8. More Propaganda Techniques… • Card Stacking/ One Sided Arguments- Distorting or omitting facts to make the product look better; presenting only one side of the story • Name-Calling- stereotyping people or ideas • Snob Appeal- (status) the idea that only the richest, smartest, or most important people are doing it • Loaded Words- Words that have strong emotions behind them. (usually negative) • Stereotypes- Labels placed on all members of a group as being the same without accounting for individual differences- Often results in prejudices-

9. Which propaganda technique do you notice? Bias? Stereotypes? Hidden Messages? "It shouldn't even be called like a skin care product. Proactiv should be called almost a miracle product." When I started getting acne I was going to school and I’d cover up my face with Band Aids... With Proactiv, I don’t have to do that anymore. I can be free. It’s a great thing. It’s a great thing. It’s a great feeling. It shouldn’t even be called like a skin care product. Proactiv should be called almost a miracle product. Casey Moore, 16

10. Which propaganda technique do you notice? Bias? Stereotypes? Hidden Messages?

11. Which propaganda technique do you notice? Bias? Stereotypes? Hidden Messages? Dwight Howard Kevin Garnett

12. Which propaganda technique do you notice? Bias? Stereotypes? Hidden Messages? Campbell’s Soup

13. Which propaganda technique do you notice? Bias? Stereotypes? Hidden Messages?

14. Which propaganda technique do you notice? Bias? Stereotypes? Hidden Messages?

15. Which propaganda technique do you notice? Bias? Stereotypes? Hidden Messages?

16. Slogans… Guess Who! • Just Do It. • Nike • You’re in good hands. • Allstate • Breakfast of Champions • Wheaties • Have it your way. • Burger King • Can you hear me now? • Verizon • We bring good things to life. • GE • You’re driving excitement. • Pontiac • Still going… • Energizer

17. Slogans…cont. • Zoom. Zoom. Zoom. • Mazda • Finger Lickin’ Good. • KFC • The Ultimate Driving Machine. • BMW • Let your fingers do the walking. • Yellow Pages • Be all you can be. • Army • Because so much is riding on your tires. • Michelin • It’s so easy a cave man could do it. • Geico • Eat fresh. • Subway

18. Slogans…cont. • You’ve got mail. • AOL • You can do it. We can help. • The Home Depot • What’s in your wallet? • Capitol One • I’m lovin’ it. • McDonald’s • Reach out and touch someone. • AT&T • Don’t leave home without it. • American Express • Snap, Crackle, Pop. • Rice Crispies • They’re Great! • Frosted Flakes

19. Catch Phrases • part of this complete breakfast • call now; operators are standing by • on sale now • There’s never been a better time to buy • Free- while supplies last • no money down • prices are slashed • lifetime guarantee • only 3 easy payments of $19.99 • and if you call now, we’ll throw in…

20. Alliteration • Frosted Flakes • Fancy Feast • Rice-a-Roni • Hamburger Helper • Meow Mix • Minute Maid • Mazda Miata • Golden Grams • Toyota Tundra • Los Angeles Lakers • Seattle Seahawks • Fat Free

21. Rhyme • Nutter Butter • Ritz Bits • Swiss Miss • Rold Gold • Reece’s Pieces

22. Selling with the four Ps • Product • What product or service is present? • Price • How much does it cost? • Place • Does it stand out to a consumer? • Promotion • Is it presented in a positive and attractive manner?

23. Product? • Price? • Place? • Promotion?

24. Product? • Price? • Place? • Promotion?

25. Product? • Price? • Place? • Promotion?

26. Product? • Price? • Place? • Promotion?

27. Product? • Price? • Place? • Promotion?

28. Analyze an ad of your own! • -for bias, apparent or hidden messages, emotional factors, or propaganda techniques.

29. Review Advertisement ExamplesHandout! • Then, prepare to create your own radio ad! • Your ad must: • Contain all 4 Ps • Use Poetic Sound Devices • Use at least one propaganda technique • Use at least one promotional technique • Be original and creative • Have appropriate convention