Advertising: Persuasive techniques
Adverts - both print and moving image - use a range of persuasive techniques to try and positively influence their audience.
We need to learn a range of these techniques and later apply them to the two CSP adverts we need to study for the exam.
The notes from the lesson are below.
Persuasive techniques
Advertisements are generally trying to persuade their target audience to:
Marmite has a long history of unusual advertising based around the idea ‘You either love it or you hate it’. How many of the persuasive techniques can you spot in these adverts?
Advertising: Persuasive techniques blog task
Create a new blog post called 'Advertising: Persuasive techniques'. Read ‘Marketing Marmite in the Postmodern age’ in MM54 (p62). You'll find our Media Magazine archive here.
Answer the following questions on your blog:
1) What does John Berger suggest about advertising in ‘Ways of Seeing’?
2) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to?
3) How was Marmite discovered?
Marmite was imagined in the late nineteenth century when German researcher Justus von Liebig found that brewer's yeast could be focused, packaged and eaten.
4) Who owns the Marmite brand now?
5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this be linked to?
6) What is the difference between popular culture and high culture? How does Marmite play on this?
We need to learn a range of these techniques and later apply them to the two CSP adverts we need to study for the exam.
The notes from the lesson are below.
Persuasive techniques
Advertisements are generally trying to persuade their target audience to:
- Buy a product or service
- Believe something or act in a certain way
- Agree with a point of view
There are many persuasive techniques used in advertising. A selection include:
- Slogan – a catchy phrase or statement
- Repetition – constant reference to product name
- Bandwagon – everyone is buying it
- Testimonial/association – e.g. celebrity endorsement
- Emotional appeal – designed to create strong feelings
- Expert opinion – ‘4 out of 5 dentists…’
Examples:
- Slogan – Just Do It
- Repetition – Go Compare
- Bandwagon – Maybelline ‘America’s favourite mascara’
- Testimonial/association – FIFA18 ‘El Tornado’ / Ronaldo
- Emotional appeal – WaterAid ‘Dig toilets not graves’
- Expert opinion – Max Factor ‘The make-up of make-up artists’
Case study: Marmite
Marmite has a long history of unusual advertising based around the idea ‘You either love it or you hate it’. How many of the persuasive techniques can you spot in these adverts?
Advertising: Persuasive techniques blog task
Create a new blog post called 'Advertising: Persuasive techniques'. Read ‘Marketing Marmite in the Postmodern age’ in MM54 (p62). You'll find our Media Magazine archive here.
Answer the following questions on your blog:
1) What does John Berger suggest about advertising in ‘Ways of Seeing’?
All exposure deals with uneasiness' in his book Ways of Seeing (1972).
Clinicians in the field call this referencing. We allude, either purposely or subliminally, to
ways of life spoke to us (through the media or, in actuality) that we find appealing. The convincing system that evil connection this to is commercials since they need to influence their intended interest group to go purchase their item.
Marmite was imagined in the late nineteenth century when German researcher Justus von Liebig found that brewer's yeast could be focused, packaged and eaten.
4) Who owns the Marmite brand now?
Unilever now claim Marmite, and it is an auxiliary under Bovril.
they have done this by referencing different writings that the group of onlookers would use every day. the enticing strategy that could be connected is trademark 'you either loathe it or cherish it' to check whether individuals need to purchase the item and check whether they like when they purchase the item.
Illustrious Warrants of Appointment are affirmations to those organizations that give merchandise or administrations to the British imperial family; since 1840, this endorsement has been utilized to advance items. 'By arrangement to Her Majesty the Queen' close by the imperial peak. Likewise, Unilever has satirize this methodology, with the Ma'amite arrangement of notices, exemplifying the disrespectful idea of their item – bread sticks structure a crown and the Queen's corgi hounds supplant the lion and unicorn.
7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?
Postmodern gatherings of people apparently comprehend that they are being controlled by advertising. They comprehend the shows that are being conveyed and parodied. Postmodern purchasers are at the same time mindful that they are being misused, yet likewise arranged to play the diversion – in the event that it presents to them a feeling of predominance and social store. Postmodern buyers get the joke and, in doing as such, they themselves may end up limited time operators of the item through verbal.
8) What examples does the writer provide of why Marmite advertising is a good example of postmodernism?
7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?
Postmodern gatherings of people apparently comprehend that they are being controlled by advertising. They comprehend the shows that are being conveyed and parodied. Postmodern purchasers are at the same time mindful that they are being misused, yet likewise arranged to play the diversion – in the event that it presents to them a feeling of predominance and social store. Postmodern buyers get the joke and, in doing as such, they themselves may end up limited time operators of the item through verbal.
Postmodern groups of onlookers seemingly comprehend that they are being controlled by advertising. Postmodern purchasers get the joke and, in doing as such, they themselves may wind up limited time operators of the item through disclosing to one another.
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