Ad presentation 1
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Transcript of Ad presentation 1
Definition of advertisingDefinition of advertising
Any paid form of non personal presentation and promotion of
ideas, goods and services through mass media by an
identified sponsor. (Philip Kotler).
Major objectives
2Advertising Psychology
HierarchyOf Needs
MASLOW’S
Safety Needs
Belongingness & Love Needs
Physiological Needs
Esteem Needs
Self-Actualization
foodfood
clothingclothing
sheltershelter
airair
waterwater
restrest
exerciseexercise
• Food• Shelter• Clothing• Air• Water rest • Exercise
Physiological NeedsPhysiological Needs: : Level OneLevel One
safetysafety
securitysecurity
protectionprotection
Freedom Freedom from from
fearfear
• Safety
• Security
• Protection
• Freedom from Fear
Safety Needs:Level Two
lovelove
affectionaffection
friendshipfriendship
belongingnessbelongingness
• love • Affection• Friendship• belongingness
Communal Needs : Level Three
confidenceconfidence
Self respectSelf respect
statusstatus
recognitionrecognition
• Internal–Confidence–Self respect
• External–Status–recognition
Esteem Needs : Level four
Maximizing Maximizing
one’s one’s
potentialpotential
Fulfilling innate aspirationsFulfilling innate aspirations
•Maximizing one’s potential
• Fulfilling innate aspirations
Self actualisation Needs : Level five
Pathos (Emotional appeal)Pathos (Emotional appeal)An appeal to positive emotion
like happiness.
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Pathos Pathos (Emotional (Emotional
appeal)appeal)An appeal to
negative emotion like
fear and guilt
Pathos Pathos (Emotional (Emotional
appeal)appeal)An appeal to
negative emotion like
fear and guilt
Logos Logos (Rational (Rational appeal)appeal)
An appeal to logic or reason using statistics or "straight facts" .
Ethos Ethos (Moral appeal)(Moral appeal)
An appeal to credibility or character which will try to convince you that the company is more reliable, honest, and credible; therefore, you should buy its product.Often, a celebrity endorses a product to lend it more credibility.
Persuasive Persuasive Advertising Advertising TechniquesTechniques
1. Hi ----- 2. Trust Me ----- 3. You Need ----- 4. Hurry ----- 5. Buy
1. Attention-Getting
2. Confidence-Building
3. Desire-Stimulating
4. Urgency-Stressing
5. Response-Seeking
Rational appeal
• High quality• Low price• Long life• Performance• Ease of use• Economy/ Value for money • Scientific Evidence
High quality
Low price
Long life
Performance
Ease of use
Economy/ Value for money
Scientific Evidence
Scientific Evidence uses the paraphernalia of science (charts,
graphs, etc.) to “prove” something that is often bogus.
Statistics and factual information can be used to prove the
superiority of the product.
Emotional AppealsPersonal • Safety/Security • Fear • Love/ Affection • Humor• Happiness/ Joy• Nostalgia/Sentiment• Excitement• Sorrow/grief • Pride/Achievement/ambition• Self-esteem/ Actualization• Pleasure/Comfort• Sex
Security
The commercial draws on
viewers' fears that their jobs,
families, or lives may be in danger if they don't buy
the product.
Fear
Advertising Psychology 48
Fear
Message appeal
Advertising Psychology 49
Fear
Love/affection
Using sentimental images (especially families, kids and animals) to sell
products.
HumorHumor is a
powerful tool of persuasion.
If you can make people laugh, you
can persuade them.
Nostalgia
Excitement
Sorrow/ Grief
Pride/ achievement
Self- esteem
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Pleasure/Comfort
Sex SellsUsing sexually
charged images to sell a wide
variety of products.
Sex Sells
Emotional Appeals
Social • Recognition• Status• Respect• Involvement• Embarrassment• Affiliation/belonging• Rejection• Acceptance/Approval
Recognition
Status/Snob AppealArouses the desire to achieve status or wealth or
to feel superior.
Respect
Involvement
Embarrassment