Language and media advertising

Advertising is the nonpersonal
communication of information
usually paid for and usually
persuasive in nature about
products, services or ideas by
identified sponsors through the
various media.
Bovee/Arens, 1992

Two kinds of selling
Personal
 Plenty of time to deliver the
message
 Done face to face
 Message can be adjusted to
fit how it’s getting across
 Easy to find customers
 Expensive in both time and
money
 Labor-intensive
 Time consuming
Non-Personal
 Limited in time and/or space
 Don’t know who the
customer is
 Don’t know how the
customer is reacting
 Can’t change the message in
mid-stream
 Message doesn’t have to be
created on the spot
 Extensive research
 Far cheaper than personal
selling

The Senses
 Smell
 Touch
 Taste
 Sound
 Sight

Affirmative disclosure
 "Sometimes the consumer is provided not with
information he wants but only with the
information the seller wants him to have. Sellers,
for instance, are not inclined to advertise
negative aspects of their products even though
those aspects may be of primary concern to the
consumer, particularly if they involve
considerations of health or safety . . . "
Lewis A. Engman, FTC Chair

Puffery
 The legitimate exaggeration of
advertising claims to overcome natural
consumer skepticism

The bundle of values
 Functional value
 Social value
 Psychological value
 Economic value
 Whatever else the consumer thinks is
important

Three ways to differentiate products
 Perceptible
 Actual differences
 Easily seen
 Imperceptible
 Actual differences
 Can’t be seen
 Induced
 No actual differences
 Parity products

Advertising’s role in marketing
 Marketing is a process—a series of actions or methods
that take place sequentially—aimed at satisfying
customer needs profitably.
 This process includes developing products, pricing them
strategically, making them available to customers
through a distribution network, and promoting them
through sales and advertising activities.
4Ps (marketing mix):
product, pricing, place (distribution)
& promotion (communication)

Advertising’s role in marketing
 Advertising is one of the numerous tools
used in the promotion, or communication
aspect of marketing. (a promotional or
communication tool)

Advertising
 Has been around for a long
time
 We still don’t know what the
Lascoux paintings were for
 3000 B.C. - ancient Babylon,
shop owners hung signs
 U.S: early 1800s -- first ad
agencies were space brokers.
Bought newspaper space and
resold it.
 1875: N.W. Ayer, first
modern ad agency,
Philadelphia.

1-20
Defining Modern Advertising
The Evolution of Advertising
 Identification
 Simple images found in ancient Babylonia,
Egypt, Greece, and Rome identified a
business, manufacturer, or store.
 Information
 Gutenberg’s movable type mechanized
printing leading to mass communication.
 Promotion
 The Industrial Revolution led to surplus
goods, improved transportation, and the
need for new media.
 Sales
 Advertisers became concerned about making
ads that worked and defining standards of
effective advertising.

For the first few thousand
years advertising
promoted locations,
services and “want ads”.

Ad written on a Roman tomb
Weather permitting, 30 pairs of gladiators, furnished by A. Clodius
Flaccus, together with substitutes in case any get killed too quickly,
will fight May 1st, 2nd, and 3rd at the Circus Maximus. The fights
will be followed by a big wild beast hunt. The famous gladiator
Paris will fight. Hurrah for Paris! Hurrah for the generous Flaccus,
who is running for Duumvirate.
Under the ad was written:
Marcus wrote this sign by the light of the moon. If you hire
Marcus, he’ll work day and night to do a good job.
Daniel Mannix, Those About to Die

Handbills and fliers to promote
events or to recruit for the military
Handbill recruiting
sailors for the
battleship
USS Constitution
1798

Since most products such as shoes and
clothing were one-off and made to order
you only needed to advertise where to
order

Industrial Revolution
 Early 19th Century: Mass production of products
 Late 19th Century -- department stores and
patent medicines as major advertisers.
 Advertising invented “problems” that needed to
be solved by products
 Led to three stages of marketing:

Production-oriented
 Demand far outstripped supply
 Could just advertise the existence of the product
and where to get it
 Whatever was made was sold
 Example: People wanted cars, so car companies
made whatever they wanted and the cars were
sold before they were built

Sales-oriented
 Supply exceeded demand
 Companies tried to convince consumers to buy
their products rather than their competitors’
 Companies still made whatever they wanted,
counting on their ability to peddle their products
 Example: supply of cars went up, so the
companies made whatever they wanted and
convinced people they wanted that

Marketing-oriented
 Supply of products far exceeded demand
 More choices than any promotion could overcome
 Resistance to “hard-sell”
 Companies tried to discover what products
consumers wanted before making them, then
advertise they had it
 Non-American companies (e.g., VW) found out
what people wanted, then built cars that had it
(e.g., a gas gauge)

Let’s take a example
The American auto
industry

 Early sales-oriented
ads were basically
“caveat emptor” (let
the buyer beware)
 Producers said
whatever they wanted
and thought they
could get away with

Modern advertising
 Radio: first ad, 1922
 Advertise to people in their living rooms
 Targeted kids
 Sell soap on soap operas

40s and 50s
 Era of the hard-sell
 Rosser Reeves “irritation school of advertising”
 Relied on brain-numbing repetition and treating the
consumer as an idiot
 The USP – Unique Selling Proposition
 It was jack-hammered into consumers’ skulls

60s
 The positioning era
 Shift to the soft-sell
 Compare your
product to your
competitors’
 Treat consumers as
intelligent
 Appeal to emotion
more than intellect

Advertising Today
 1980s -- MTV -- changes visual style for TV ads,
makes hit music part of advertising
 1990s -- the Internet

1-40
Current Developments
The New Advertising
 Electronic media are making advertising more
intimate, interactive, and personalized.
 Advertising must evolve to keep up with
technology.
 Creativity involves more than just the ad’s big
idea, but finding new ways to engage
consumers beyond traditional mass media.
Less non-personal, more personal

Advertising Today
 Agencies
 Mega Agencies --
 Omnicom: $6.7 billion (21.5 %)
 WPP Group: $4.54 billion (14.6%)
 Interpublic: $3.65 billion (11.7 %)
 Publicis: $2.76 billion (8.9%)
 Google: $16.6 billion

Functions of Advertising
 To identify products and differentiate them from others.
(branding)
 To communicate information.
 To induce consumers to try new products and to
suggest reuse. (new and repeated consumers)
 To stimulate the distribution.
 To build brand awareness, preference and loyalty.
 To lower the cost of sales. (For the cost of reaching just one
prospect through personal selling, companies can reach
thousands of people through media advertising.)

What makes an ad effective?
 Gets attention
 Creates a positive impression for a brand
 Separates the brand from the competition
 Influences people to respond in the desired way
Principle:
An ad that works—that is effective—is one
where the target audience responds as the
advertiser intended.

Types of Advertising
 Product advertising
 Focused on selling merchandise
 Brand Advertising
 Focused on long-term brand identity and image
 Retail or Local Advertising
 Focused on selling merchandise in a geographical
area
 Direct Response Advertising
 Tries to stimulate a sale directly
 Business-to-Business
 Sent from one business to another

Types of Advertising
 Institutional Advertising
 Focused on establishing a corporate identity or
winning the public over to the organization’s
point of view
 Nonprofit Advertising
 Used by nonprofits like charities, associations,
hospitals, orchestras, museums, and churches
for customer, members, volunteers, and donors
 Public Service Advertising
 Usually produced and run for free on behalf of
a good cause

Classifications of Advertising
 Classification by target audience
 Consumer advertising: aimed at people who buy for their
own use
 Business advertising: aimed at people who buy for use in
business
 Classification by geographic area:
 International/global advertising (foreign markets)
 National advertising
 Regional advertising (in one area or region)
 Local advertising (in only one city or local trading area)

Classifications of Advertisement
 Classification by medium:
 Print advertising (newspaper, magazines, brochures, flyers)
 Electronic advertising (television, radio: commercials; Internet)
 Outdoor advertising (billboards, kiosks, public transport,
events)
 Direct-mail advertising (through the Postal Service and by e-
mail)
 POP (point of purchase) advertising

Advertising Media & Methods
 wall paintings
 web banners
 web popups
 mobile telephone screens
 shopping carts
 skywriting
 human directional
 town criers
 blimps
 painted vehicles
 “logojets”
 in-flight ads
 subway platforms
 shopping bags
 inflatables
 train cars
 event tickets and
supermarket receipts
 e-mails (spam)
 street furniture
 commercials
 print ads

General comments on ads
 Advertising is limited in time and/or space
 Breaks the rules of grammar and syntax
 Ads contain two elements
 Copy
 illustrations

Two basic ways of presenting a
sales message
 Intellectually
 Usually about the product’s function
 Usually copy heavy and line drawings
 Emotionally
 Usually not about the product’s function
 Usually copy is light with high connotative content
 Uses photographs or video

Psychological Appeals
 Self-preservation
 Sex
 Greed
 Self-esteem
 Personal
enjoyment
 Constructiveness
 Curiosity
 Imitation
 Altruism

Self-preservation
 “Listen to me, I’ll
keep you alive”
 Because humans
are so social, we
extend the appeal to
others, like family,
friends, and social
group

Sex Appeal
 “Listen to me, I’ll get you laid”
 The use of sex appeal in
advertising may appear sexist.
That’s because it is – on a social
level. But sex in advertising aims
at instinct, and society is
conscious, not subconscious.
 Advertising often appeals to one
gender at the social expense of
the other.

Greed
 “Listen to me, I’ll
make you rich”
 Human social life
requires having
resources, usually
represented by money
 Instinctively, “greed is
good”

Self-esteem
 Requires a social group
 Requires the individual to be able to make a
comparison with other individuals in the group
 Thus, requires a sense of self as a separate entity
from others

Self-esteem
 Sexist stereotypes dominate advertising
 For men, it’s competitive
 Demonstrate he’s the best male around
 Self-esteem comes from a sense of superiority
 For women, it’s cooperative
 Make and maintain as many connections as possible
 Self-esteem comes from a sense of connection

Self-esteem for men
 Demonstration of
superiority
 Buy the product, be
the superior man
 Often shows a “loser”
beating a “winner”
because the loser buys
the product

Self-esteem for women
 The product increases the number and quality
of connections with others

Personal Enjoyment
 “Listen to me, you’ll
have more fun”
 Humans, because of
their intelligence, are
often easily bored by
routine
 The ad promotes getting
out of the routine
 In other words, have fun

Constructiveness
 “Listen to me, I’ll help
you improve things”
 A desire to build and
improve on whatever
you have

Curiosity
 “Listen to me, I’ll answer
your questions”
 We all want answers to
things – it’s a survival
characteristic
 The problem is raising
that curiosity – if the
person doesn’t care
about the answer, it’s a
useless appeal

Imitation
 “Listen to me, I’ll make you just like someone else”
 Requires the person to want to be like the model
 Almost always linked to one or the top five appeals

Altruism
 “Listen to me, you’ll give
of yourself with no hope
or expectation of return”
 Doesn’t exist as an ideal
 Reciprocal altruism does
exist
 I’ll do for you now, you
do for me later
 Linked to top five

Recognizing Propaganda
Techniques
 Bandwagon
 Testimonial
 Snob Appeal
 Plain Folks
 Facts and Figures
 Expert
 Logical Appeal
 Glittering Generalities
 Transfer/Emotional
 Name-Calling
 Repetition

Watch out for Weasel Words
 Words tossed into a sentence that changes the
meaning while leaving an impression that’s
different
 Examples:

“Our [canned] corn is as good as
fresh cooked corn.”
Libby’s Vegetables
 Note it doesn’t say it’s as good as fresh corn, but
as good as fresh cooked corn.
 Cooked corn has had vitamins and minerals
boiled out in the cooking process.
 And now you have to heat the corn again, which
takes out even more nutrients.
 The weasel word is “cooked”

“Our dog food contains as much
meat protein as 10 pounds of sirloin
steak.
Alpo dog food
 Targets people who love their dogs
 Doesn’t contain sirloin steak, only as much meat
protein as sirloin steak
 That could be any kind of meat – it’s sure not sirloin,
and may not even come from a cow

 Three out of four doctors recommend the major
ingredient in Excedrin.
 “Some studies seem to suggest that eating the
major ingredient in our cereal may have an effect
on certain kinds of cancer.”

“If . . .”
The ultimate weasel word

Dangling Comparative
 There appears to be a
comparison, but
compared to what?
 It relies on the consumer
filling in the blank

Bandwagon
 Persuasive technique that invites you to
join the crowd.
 Everybody’s doing it!

Testimonial
 Statement endorsing an idea/product by a prominent person.
 Musical artists,
 Sports giants,
 Actors/actresses

Testimonial
 Celebrity endorsements - when a product is
sold by using words from famous people or an
authority figure.
 If the celebrity/athlete/star uses the
product, then it must be good, so I will
purchase it too.
 Examples: Proactiv, Nike, Gap, Got Milk ads,
T-Mobile

Testimonial – confessions for
Proactiv Solution
"I'm a normal person and I
do get zits. I'm not
happy when I do so I like
to try and find anything
that's preventative
towards it, and that for
me." –Lindsay Lohan

Tiger Woods appears on the box
without saying anything

Gap Red t-shirt ads with
celebrities
Penelope Cruz
Steven Speilberg
Chris Rock
Mary J. Blige

Snob Appeal
• Aims to flatter
• Makes assumption/ insinuation that this product/idea is
better than others…
• Thus, those that use it are too.
• “Avant Garde” ahead of the times.
The Ultimate
driving machine

Plain Folks
 Opposite of Snob Appeal
 Practical product for ordinary people.
 Like a good neighbor

Facts and Figures
• Facts and Figures –
statistics to prove superiority.
• Magic Ingredients –
suggests some miraculous
discovery makes product
exceptionally effective.
• Hidden Fears – suggests
that user is safe from some danger.

Facts and Figures Example
 An advertisement might read, “This product
kills 99% of your germs.”
 Surveys may be conducted and
the results graphed to
show people’s opinions.

Expert Opinions
 They use experts
such as doctors,
dentists, engineers,
fitness trainers to say
that they recommend
this product.
 Example: 4 out of 5
doctors prescribe
Bayer aspirin

Logical Appeal
 Advertisers try to convince you to make the
right decision, smart decision or best choice in
purchasing their product
 Examples: It makes sense to buy this
 Choosy moms choose JIF
 Save time and money with this
 Shop smart, buy here

Glittering Generalities
Definition: Using simple phrases that sound good
but have no real value or meaning.
 Examples:
 “I am the candidate for change.”
 The Acura automobile slogan, “Advance.”
 “It’s new!”
 A popular slogan on teacher stationery, “Making
the Difference!”
.

More Glittering Generalities
 “A growing body of evidence suggests.”
 Up to 50 % off!
 Dove chocolate claims it is an “experience like no
other.”
 Propel Water sells itself as the fitness water. Its
current slogan is “Fit has a feeling.” Can you get
even emptier and vaguer
 “Glittering” because it’s falsely
attractive
 Often used by politicians

More Glittering Generalities
 Words that seem to say
something, but what?
 “Crisp”
 “Natural”
 “Organic”

Transfer or Emotional Appeal
Positive feelings/desires are connected to a product/user
Transfers positive feelings we have of something we know to
something we don’t.
 Sex Appeal
 Love/ Popularity
 Fame
 Wealth
 Power
 Attractiveness

Transfer/ Emotional Appeal
 Words or pictures that appeal to the your
emotions.
 They appeal to positive emotions like your
desire for success.
 They can also appeal to negative emotions like
fear.
 Example: Save the Children. Feed the
Children.

Words such as luxury, beautiful, paradise, fun and economical are
used to evoke positive feelings in the viewer.
Transfer/ Emotional Appeal

.
 .
Ad with
emotional
appeal
Expert
opinion
Emotional appeal –
make you look
younger

Repetition
 Words or phrases in an
advertisement are
repeated several times for
effect. Repetition gets
your attention and
stresses a slogan or
product
 Repeating something
helps you remember the
product or ad

Slogan
 A catchword or phrase loaded with emotion
 Often sells through repetition
 Clever and easy to remember
 Stays with you a long time
 Often a melody you already know
“Trust Sleepy’s
For the ‘rest’
Of your life”

Language and media advertising

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