Discuss the following questions:
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Advertising relies on four essential concepts. Can you explain what they refer to? |
AWARENESS INTEREST DESIRE ACTION |
- JCDecaux is a company that creates out-of-home advertising including ___________________ .
- Some products, especially food and beauty items, are available as ___________________ or try to entice customers to buy them when they come on the market.
- Advertising companies spend a lot of time and money creating memorable ___________________ that represent their goods and services, e.g. ‘Just do it’.
- Some brands, e.g. L’Oreal, are well-known for using ___________________ to advertise their products. It is important that they choose a person who is popular and will appeal to their target audience.
- ___________________ advertising is beneficial to companies as it does not cost them anything and people are often more trusting of recommendations from friends and family than they are of advertising. However, this type of publicity can also spread negative views.
- To catch shoppers’ attention, small goods are often placed near the ___________________.
- Creating a ___________________ about a product or service drives up demand before the product is available for sale.
- What do the judges on American idol drink? This is an example of ___________________ . In the UK this is allowed in films e.g. James Bond. A recent decision means that, although previously banned, it will soon be allowed in TV programmes.
- Companies will research the likes and dislikes of their ___________________ to have the best possible chance of creating an advert that will appeal to them.
- Adverts only mention the positives; they ___________________ inadequacies or flaws. (www.teachit.co/uk/2010)
The basics
- What is the advert trying to sell? Many adverts are selling more than just a product – they’re selling a way of life or a personality.
- Where is the advert placed?
- Is there a character in the advert? What type of person are they? What is your emotional response to them? How are they dressed? What sort of lifestyle do they represent? Would you like to be that person?
- Where is the advert set? What do you think the purpose of the setting is? Does it suggest a particular way of life?
- What is in the background? What does this make you think of?
- What is the main focus of the advert?
- How does the advertiser draw the attention of the readers to the main focus? Is it bigger/brighter than the other things in the image?
- Do any of the items, images or people in the advert make you think of anything – a memory, a feeling, an idea, an aspiration?
- What colours are used and what is their effect?
- Is there any text in the advert? What words are used and why were they chosen? Do any words sound particularly positive or negative? Does the copywriter use questioning, puns, alliteration or imperatives and if so, what effect is created?
- What is the overall message behind the advert? What do the advertisers want the audience to believe? Do they achieve this? How?
- To whom would the advert appeal? Consider age, sex, financial status, type of job, level of education.
- What desires or concerns might the target audience have about their lives?
- What is your overall response to the advert? How successful do you think it is?