Advertisements

• Media refers to the means of communication
• Media is meant to reach out to the public/masses
• Examples of media

  • radio
  • newspapers
  • magazines
  • television
• Advertising is a tool used in the media to sell a product
• Commercial ads are used to influence the public to buy a product, service, or an idea
• Advertising uses emotive or persuasive language to achieve its goal
• Advertising creates a desire/need among its target audience
• Advertising creates or maintains a brand's identity, need, or service
• Types of Advertising

  • Print Advertising
  • Covert Advertising
  • Public Service Advertising/Announcement (PSA)
  • Outdoor Advertising
  • Broadcast Advertising
• Print Advertising are ads that are printed on paper, e.g., magazines, newspapers, flyers, pamphlets, brochures, email
• Covert Advertising embeds a brand/product in entertainment/media, e.g., music video, movie, video game, TV serial, etc
• Public Service Advertising/Announcement (PSA) is advertising for a cause/service initiative, e.g., Prevent AIDS, Donate blood, Adopt Pets, Alcohol Addiction, etc
• Outdoor Advertising are ads that reach consumers 'outside', e.g., billboards, hoardings
• Broadcast Advertising are ads/commercials that are broadcasted on air, e.g., Radio, T.V., internet sites
• Ethos


  • An appeal to the value/credibility of something
• Pathos


  • An appeal to someone’s emotions
• Logos


  • An appeal to factual or logical information
• Kairos


  • An appeal to urgency, convincing the audience to act now
• Emotional appeal


  An emotional effect on the audience, e.g., fear, love, hatred, sympathy, etc
• Bait and switch


  A deal too good to be true, inspires the audience to check the product out, but another product is offered
• Bandwagon


  Joining a movement/something popular, being one with the crowd
• Glittering generalities


  Statements that sound impressive but lack factual data
• Name calling


  Using negative connotations, calling out negative aspects of competing brands
• Plain folks


  Portraying the product for everyone, concept of humility
• Testimonial


  Using a famous personality for product promotion, enhancing product credibility
• Transfer


  Connecting a person/product to a better-known person/product, eliciting an emotional response
• Card stacking (Semantic Slanting)


  Presenting only one side of the argument, one-sided factual data