Advertisements Flashcards
What is the aim of adverts?
Being persuasive
Key features of advertisements
Problem and benefit
Image
Slogan and copy
Association
Testimonial
Advertising claims
Persuasion
Signature
Problem and benefit
Also called‘benefit and need’, the success of any advert depends upon appealing to the desires of its readers.
Image
A major component of modern advertising, images often tellvisual narratives, or employ tactics such as ‘shock value’ or ‘sex sells.’
Slogan and copy
As the image is so important in ads, text is kept to a minimum. Slogans should beshort, catchy, memorableand should have a relationship with the image; this is calledanchoring. Look fortypographical featuressuch as bold fonts, underlined words and the like.
Association
Ads sell products… but also sellvalues. You should be alert to theabstract conceptsthat the advert is associating with its product and brand. Understand that objects, settings, people and so on aresymbolic.
Testimonial
Adverts often include the satisfiedquotationsof customers who already used the product and are delighted with their purchase. Some ads featurecelebrity testimonials.
Advertising claims
Favourites include the use ofweasel words, scientific claims, vague language, orbandwagonclaims.There are many morefor you to look out for, and you might also keep an eye out forjargonwhich sounds impressive, but doesn’t communicate meaning.
Persuasion
Adverts are always persuasive. Even ads that are not trying to sell you a product or service might be asking you to think something, change your behaviour or help someone. Look out for any and all kinds ofpersuasive devicesin advertising.
Signature
The use of the products name and logo acts as a kind of signature
Visual terminology in adverts
Extensive use of graphics—layout, colour, type font and size, and visual images. (typography)
Logo
Persuasive language—superlatives, comparisons with competitors.
Language terminology
Often uses metaphors
Why are there asterisk?
Often refers to the “fine print” and the conditions or limitations or warnings
Why is there an element of urgency?
Limited availability, special offer, sale, discount.
Why is there contact information?
To be able to purchase product and for further information
