Advertising Myths and Realities

2013

Types of ads

T.V. Commercials Radio Commercials Magazine Ads Newspaper Ads Billboards Internet Product Placement Text Ads Blimps/Planes

Target Groups

Parents Teens Kids Retired People

Stated Message (actually said)

It cleans better Most popular Best seller Great deal

Implied Message (hidden Message) The look or sound of

an ad

Goal of advertising = $$$

The goal is to separate you from your money

Exaggerated claims

Does what they say just not as well as they say

Save money live better….. You’ll like the way you look, I guarantee

it

Deliberate Deception

Lies told to sell a product

Nutella hazelnut and chocolate spread

Techniques

Celebrity Endorsement Voice of authority “Scientific” Evidence Comparisons and Opinions Demonstrations Bandwagon Appeal Romance/Sex Appeal Maturity/Sophistication appeal

Celebrity Endorsement

Movie stars and athletes talk about how great the product is or how they use it themselves

If it is good enough for Justin Bieber it must be good enough for me!!!!

Voice of authority

Experts or authorities Examples

Tooth Paste- ”Dentists”

Pain Meds.- “Doctors”

“Scientific Evidence”

Presents “facts” and statistics that support the product being sold

Often combined with the voice of authority approach to add creedence

Comparison Tests and Opinion Polls Taste Tests Shows that brand X

is: Stronger, safer, lighter, less expensive than other similar products

Demonstrations

Intended to show how well a product works

Ex. Infomercials Frequently rigged ads

make the product look better than it is

Ex. Dishwashing soap, Window cleaners, floor cleaners, stain removers, dishwashers, vacuum cleaners, glue ect…

Bandwagon Appeal

Everyone uses this product why aren’t you!

Were #1 in the __________ business

Romance/Sex Appeal

Implies that the person using it will be more attractive by using the product

Maturity/Sophistication Appeal

If you buy this product you will be more grown-up, sophisticated and fasionable

Fun and relaxation appeal

Fun Relaxation

Popularity appeal

Buying this will make you more popular

The Deal Appeal

Too good a deal to pass up

This deal will soon end

There is a limited supply

Knowledge is power

Understand the goal of ads = $ Try to buy what you really need