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Advertising is a way of getting a message across to a vast number of people. Advertising is normally used to sell or promote a product. It is also used to get a donation for specific charities. Adverts are now getting a bigger audience than ever, the fact that so many channels now advertise as opposed to a few years ago when only ITV advertised. As so many different channels are advertising, advertiser ensure a target audience by televising their adverts on the appropriate channel, one that is designed for their target audience. For example there are a vast number of children's channels these days so children's adverts will be shown on these channels more frequently than any other as they are sure of reaching their target audience. One of the most popular formats to advertise on is the television because it is the only format in which you can have full motion with sound. This is obviously the most effective way of getting a message across, it is also very popular because it is so widely available. Nearly every house hold owns a TV and even every work place. Another popular format of advertising is on large bill boards. This costs less than advertising on TV however in a recent survey I took people said that they are just as influenced by the billboards as they are by television, some even prefer seeing the big pictures on a drive to the office rather then sit at home and watch adverts on their TV. Advertisements also show up on newspapers, magazines, radio and even on the sides of some buses and taxis.
There are various different techniques used in advertising to appeal to everyone. Colour is an important factor in every advert. The advertisers have to make sure the colours used in an advert are appropriate for the theme of the advert. The use of colour is not only to show something as being bright or dark, they also need to think about what the connotation of the colour is. The advertisers would never use the colour black in a summer children's holiday advert because black connotes fear, mystery and anxiety. A more appropriate colour would be blue which connotes freshness and excitement and is more appealing to kids. Colours are also used in the advert when the product is associated with a colour like 'Nescafe Gold.' In the 'Nescafe Gold' advert the background is gold and when you get to see the coffee beans they too are gold. This makes people associate gold with Nescafe. Gold also connotes wealth and high class so we subconsciously get told that if we drink their product we will feel rich and high class. When advertising vegetables adverts tell us to 'eat our greens.' This is because most vegetables are green but that's not all. Green is supposed to make people think about the environment as the grass is green and the leaves on the trees are also green. It makes us think we are doing something good by eating vegetables. Often when vegetables are advertised we get shown a big field with perfect green grass.
Another technique used to sell a product is representation. This is when advertisers use one type of person to represents one type of people. With representation it's not what's actually in the advert but what everyone and everything symbolises. Normally they would use a tall beautiful blonde female model to represent all the women because that is what society considers beautiful. Like in the L'Oreal adverts they use famous celebrities like Claudia Schiffer many women aspire to looking like that even though she is far beyond the league of average women. They also use her for her perfect hair to show that your hair could become like this when you know that it can't because she probably spends a fortune on her hair which most of us can't afford. They would use a handsome, tall, muscular male to represent all the men in this world like when top footballer David Beckham is used to advertise Police sunglasses. They are trying to tell us if we buy Police sunglasses we will all look like David Beckham. Even though this is obviously false people still go out and buy the celebrity advertised product, this encourages the advertisers to use more and more representation. This technique does work but it is very racist as you will hardly ever see a woman of ethnic origin advertising a beauty product regardless of her beauty. Coloured people are often put down in adverts due to the stereo types shown in the adverts. Chinese people are all shown to be performing some kinds of martial arts in a noodle advert and they also have really strong Chinese accents so that we find it hilarious, a normal Chinese person living in England/America who can talk perfect English will never be accepted for these adverts because advertisers want to emphasise that the people are indeed foreign and even have a small joke on their expense to make a memorable advert as people remember amusing adverts rather than the dull ones. The advertisers in return hope that this will help sell their products. However its not only Chinese people that are stereo typed it's also races like Indian and black people. Indian people are always put in their Indian clothes and not the expensive ones the cheap ones and they also seem to have peculiarly strong accents, this makes people laugh and assume Indian people are all like this. Jamaican people are also shown just relaxing (unemployed??) smoking cannabis and talking in Jamaican slang. Disabled people are also not used in adverts to promote any products, the only times I have seen them being used is when a charity is advertising for donations.
Advertisers make effective use of language in many different ways to promote and sell a product. The advertisers also try to confuse and impress us into purchasing their product by using long scientific language. For instance in a shampoo advert they might say something like 'The PH level and the vitamins provided by the nutrients and the shomicate working together simultaneously to ensure you get your natural shine and it stays.' Obviously the standard audience will not have the slightest clue as to what all the words mean. However they will automatically think that if it's made using all those scientific sounding products it must work wonders for your hair. This technique makes people think that we are being taken care of by the expert scientists and it makes the people feel safe. Language is also used in the other ways like in headlines to catch our attention. Exaggeration is also an effective use of language. Exaggeration is often used by advertisers into making people believe that their product 'really works' and is the 'real deal' or in some cases they tell us that 'it a once in a lifetime opportunity.' Another effective use is with slogans. When we are shopping we think of the slogans like 'have a break, have a kit-kat' or 'marmite, you either love it or hate it. Advertisers also use puns to attract people's attention. These words with double meaning usually have one meaning referring to the product and the other is normally a humorous one to make us laugh. The chocolate 'CHOMP' has the slogan 'it's long, hard and guaranteed to satisfy.' This slogan is describing the chocolate in one meaning whilst using sexual innuendo and describing a penis in the other meaning to make people laugh and remember the product.
The advertisers also use catchy phrase sung like a song called a jingle. These normally have a hidden message in them somewhere and are very useful for the advertisers. These are made to stick in our head so when we think of buying a product that that company sells, the name of that particular company will come to mind. If you are considering buying a PC but are in doubt as to where to go the first thing that will pop up in your head will be the PC world jingle' Where in the world? PC world' and this might have some influence on you and could possibly make you go and see the computers there and maybe even buy a PC if it appeals. This also gives the company cutting edge over the other companies because even though another company might have the pc you want for cheaper you wont know about it because the other company may not have advertised and the PC World jingle stuck in you head may have an influence if any, consequently you will go there .' Jingles are most effectively used on the radio as you cannot see anything you can only hear so the advertisers try to make you hear what you want so they decide to put music in your ears in the form of jingles.
Advertisers always try to have an attractive yet simple logo which is the same in all the different countries of the world so that foreigners don't have to know the language to know where the product is being sold. You could be anywhere in the world and perhaps you don't even know a word of the native language but if you saw a big golden arched M you would automatically know there is a McDonalds near by.
To ensure we watch the adverts and don't change the channel while they are playing, the advertisers try their best to make the advert appealing. A popular way to make an advert appealing is to make it have a continuous story line so that you have to see each advert to see what happens just like a soap opera. Consequently the viewers end up wanting to watch the adverts rather than having no choice. The most famous advert of this kind in my opinion is the old Nescafe gold blend advert about the two people who had a crush on each other. It became so popular that on the last episode where it was rumoured that the couple kissed a large amount of viewers tuned in to watch it. In a documentary about advertising some people even confessed 'I hurried home from work just to watch that moment in the advert.'
A different approach to attract the public is to make them think that they are getting a bargain. The most common way of doing this is to attach a free gift. This is a technique which works most of the time as shown in a chart that a magazine with a gift attached is 0% more likely to sell then one without a free gift. People love to hear that they are getting something for free even if it is a product of poor quality. It makes people feel sly, they think that they have just got away with robbery, it is such a strong feeling.
Some advertisers use cunning techniques to appeal to us. Advertisers sometimes try to scare us into buying a product. They try to use our fear of being different. They subconsciously send the message across that if we don't buy their product we are going to be the outcast, we won't fit in and people will laugh at us. The shreddies advert uses this approach by having the slogan 'too tasty for geeks'. The message being delivered here is that if you don't eat shreddies everyone will call you a geek and nobody will like you. They also use appealing words like delicious and scrumptious to appeal to our taste bud's desire. With children at school there is also a popularity issue. If a child isn't wearing 'Nike' or some other branded trainers he will get insulted and will be made to fell smaller than the other people, and the child who has the best trainers from the best brand will immediately become popular. This was all achieved by clever marketing and now children force their parents to buy them the 'trendy' clothes.
Sex is used in different styles in advertising. Firstly they would use sex in a humorous way to sell the product. This is evident in the Smirnoff advert where a man tries to chat up a girl and says 'we are both here for the same thing' and ironically the woman replies 'I know lets go pull some girls'. This shows us the effect of Smirnoff and it makes us think of the possibilities of drinking it. Another technique that is used is when a sexy woman is used to advertise clothes and cars. This is very effective in luring men, some women too but mainly the men. It makes the men think that if they buy those clothes for their partner then maybe she too could look that sexy. The appeal to women is that if they buy the clothes they could look like as sexy as the woman advertising it so it works both ways. Sexy women are used to advertise cars. They give men the impression that if they buy that particular car they will be able to get the sexy woman advertising it. The 'wonderbra' advert is a perfect example of advertisers using sex to sell. Instead of the advertisers getting a woman with small breasts who might want to make them appear bigger by wearing wonder bra, the advertisers got a sexy woman with natural huge breasts to advertise. This makes the women think that they too can have perfect breasts like that, which is not true but it sells as many women aspire to look sexy and attractive to the opposite sex. Most car magazines covers also there have beautiful sexy half nude women next to the car. This attracts men to the magazine and makes them strongly consider buying it. Some people don't even buy it for the cars they buy it for the girls in them, a lot of people as soon as they buy the magazine flick through to find the page with the girls. This is very profitable for the magazine company.
Humour if often used in adverts. This is an effective technique because this leaves an impression on the viewers because people like to laugh and if something makes amuses them they start to like it, they might then consider buying the product if it is appealing and also tell their friends to watch he advert. If their friends also watch the advert through their recommendation they too might find the product appealing and purchase it. Sometimes people may forget what the advert was about but will remember the joke that was in the advert and then the advert will be revoked in their memory as a result. Humour is often used in beer adverts. Like in the Carlsberg adverts when the Carlsberg exporter asks the Danish woman to use her phone she gets so infuriated that he is taking her countries beer to another country she set a trap and made him fall into a hole. A top example would be the Budweiser advert when they first started the little phrase 'wasssssssssssup.' This was hilarious and pretty soon everyone started to say it and people started to spread that it's from the Budweiser advert so people were actually watching TV waiting for the advert to come on. Even though the kids saying the phrase 'wasssssssssssup' weren't the target audience they helped spread the word and it did get to the target audience eventually. This was indeed very profitable for Budweiser.
Nostalgia is used in advertising a lot to show how good things were back in the olden times. Wethers originals shows us that the taste will make everything all right and take us away from our worries back to how things were in the old days. Normally adverts using nostalgia are in black and white to give us the flavour of how things were in the good old days. Apart from being black and white the people are usually also dressed in an old fashioned way and they present themselves as if they were from that era. This means people dress in nice suits and dresses and it brings class to the advert and makes the viewers also believe that by buying the product they too will look elegant and rich. That's the rich side of it. Poor people are also shown working on their farms, playing in the fields with their children. This reminds some lower class working people of their childhoods which are normally filled with god memories. Consequently when these people see the product in the shop the advert comes into their head and this sometimes evokes an influence to buy the product.
For adverts scheduling them in the right time is very important. If you want to advertise in the early morning, afternoon, evenings or the nights the price you have to pay different prices for the adverts to be aired at all these different times. Because not many people watch TV in the early morning as opposed to in the evening it will be significantly cheaper to advertise then instead of the evening when the majority of people are watching TV. However it's not only the price factor the advertisers need to thin about. They need to think about who their target audience are and at what times they will be watching TV. Children's advertisements would not be shown late at night because all the children will be in bed, instead they will be shown at times like 70 before the children go to school and 0 when they come back from school. Adverts for alcohol (mainly beer) would be shown in the evening starting at about 600 and continuing till late night because this is the time their target audience (men) would be watching TV. Beer companies would especially put their adverts on between football matches or violent movies because stereo typically they think all the men will be watching TV for sure at that time. Adverts for lingerie can't legally be shown before 800 as ruled by the ASA (Advertising Standard Authority) as it has sexual content and should be viewed by a more mature audience.
The ASA decide if the adverts are appropriate for being televised. If they believe an advert is too obscene it won't be televised or if it has been televised already it will be withdrawn. This was evident in the famous case of Tascani who made rather explicit Benetton adverts which the public found obscene. One of the adverts that cause great mayhem was the huge poster with penises of all colours on it to promote the famous slogan 'united colours of Benetton.' Another famous one was when there was a picture of a black woman breast feeding a white baby. People found this very controversial and didn't except it and started protesting so much the ASA withdrew the adverts from being televised. However that was only the start of Tascani's legacy. His most controversial advert was still to come. He made an advert of people in prison for publicity without asking permission of the prisoners' families.Consequently the families of the prisoners found this highly offensive and even the general public didn't appreciate it. All the family member of the imprisoned people shown on TV along with others who disagreed with the advert formed a very large protest group and there were even riots because of the advert. After all this commotion Tascani was finally fired. There are now also no cigarette adverts because they legally have to show a health warning saying 'smoking causes lung cancer' which isn't good for the company so there are no more cigarette adverts aired. The ASA also make sure no adverts with extreme scenes of sex, violence or anything provocative are shown as this can make people react vigorously and do something stupid encouraged by the advert.
There are many different mediums to advertise on like TV, radio, billboards, magazines and some others too but these are the main ones. However they all have their advantages and their drawbacks. Starting with TV, even though TV is the only place you can get images, motion and sound in one it costs a fortune. Not only that you have to make sure your target audience I watching TV at the time the advert comes on, you cant put an alcohol advert early in the morning because the target audience wont be watching. They also have to make the advert interesting to not make the viewer change channels.
Radio can play adverts and also make them interesting with funny jokes and play the advertisers jingles but the obvious drawback is that there is no visual to go with the talking so people aren't that interested that's why the commercial has to be attention grabbing and concise.
Billboards have to have large images on them because they are aimed at people in their cars who are driving by so they can't have much text on them as the driver won't be able to read it. Billboards are good because they have a huge amount of space to put pictures that are attractive on but their drawbacks are that people only look at them for a couple of seconds and might not pay much attention or some people will be concentrating on their driving rather than on a billboard.
Magazines have some certain advantages. They can use images and also effectively use text to make the advert eye catching by using fancy font or attention seeking language. They can have a lot of word play with puns and other techniques. They can also have their shop name and details like phone number, address etc. like for the pc world advert in the pc magazines it has the address, phone number, opening times and even some of their special offers. However there are drawbacks too like having no sound and also no moving images.
Celebrities are used to endorse a product quite commonly nowadays. They are shown to use that product which they believe is responsible for making them famous. Cindy Crawford is used to advertise L'Oreal. This is trying to get the message across that L'Oreal made Cindy who she is and if you use it you will be like Cindy too. I personally feel it is sneaky to use the stars to advertise the product however using the same product as them makes you feel like you are on their level and makes you feel more confident about yourself. David Beckham is used to advertise the adidas football boots. Adidas have made special boots just for him and now that they are on sale people think it's the special boots that makes David score those free kicks and if they buy the boots they too will have an amazing shot. This does significantly boost sales as in a recent survey 75% of the people interviewed said they would rather buy the adidas boots if David Beckham advertised them rather than some unknown footballer. If you go on a football pitch, all the players always have branded boots which coincidently are advertised. This proves this is an effective technique.
I think that advertising can be used in a positive and negative way. On one hand we can find out about loans and how to get compensation which could possibly change our lives. It also informs us of what all the good things on the market are. However it can also be a bad thing. You could waste a significant amount of money on a product which looked brilliant on TV but was useless to you when it got delivered. You could also apply for a loan from the company advertised on TV but you might not realise how high the interest rate might go in the future and you will end up in a bigger debt then the one that you started off with. Another flaw about advertising is that the company will always make the product look better than it actually is and they will never tell you about the flaws or the possible and long term flaws of the product so you will not even know how long the purchased product will last. However advertising does promote a lot of charities which helps them get more donations so more lives are saved.
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