2. All of an advertisement’s components are carefully created to try to make us think or
feel a certain way, and to distract us from things that would deter us from buying
that product, like the social or environmental costs associated with it.
There is nothing accidental in an ad. It is never "just a picture" or 30 seconds of TV
time. A team of marketing experts, including psychologists puts a lot of time,
research, thought, and money into commercial advertisements. Most often, products
are pitched to make us believe that our perceived deficiencies or imperfections can
be overcome by buying a certain product: We will become better basketball players if
we buy the right shoes, or we will have more friends if we use the right cell phone
network.
The 33 million teenagers in the United States today are considered the country’s
largest consumer demographic because teens often have disposable income, and
are susceptible to peer pressure and “fitting in.” Not only that, advertisers and
producers capitalize on teen insecurity and ultimately use “cool” to sell products,
whether it’s music, shoes, or soda. On average, America’s teens view 3,000 ads and
day, and in 2009, they spent $100 billion, and influenced their parents (by nagging) to
spend an additional $50 billion! With that much money at stake, it’s easy to
understand why teens are such a prime target for marketers
View the PowerPoint to find out the tricks of the trade in Adverting and the many
methods, or advertising strategies used to try to manipulate the public into buying
our product. Often, they’re selling an image or lifestyle, not really the product.
3. Research
Department
Here
at
Manipulate
Inc.
to
understand
the
public’s
opinions
and
preferences
be<er,
research
is
conducted.
We
interview
people
at
the
mall,
telephone
surveys
are
used,
and
focus
groups
are
formed
to
find
out
all
the
informaDon
we
can
about
our
perspecDve
customers.
Then
we
will
know
where,
when,
to
whom,
and
how
best
to
adverDse.
• Above
is
a
picture
of
one
of
our
Focus
Groups.
Focus
Groups
are
when
a
diverse
group
of
people
assemble
to
parDcipate
in
a
guided
discussion
about
a
parDcular
product
before
it
is
launched,
or
to
provide
ongoing
feedback
about
an
ad
campaign.
4. We
conduct
extensive
research
to
be<er
idenDfy
with
our
target
audience.
A
target
audience
is
a
group
of
people
to
whom
adverDsing
is
directed.
The
process
of
creaDng
an
ad
to
appeal
to
a
target
audience,
and
of
placing
it
in
a
locaDon
where
the
target
is
likely
to
see
it,
is
called
targeDng.
What
Target
Audience
Do
You
Belong
in?
5. Forms
of
Media
ALer
we
have
done
the
research
and
found
our
target
audience,
we
then
choose
the
form
of
adverDsing.
The
next
slide
illustrates
all
the
different
forms
of
adverDsing.
Categorize
them
into
groups
and
try
to
idenDfy
as
many
as
you
can
6. When
we
have
our
target
audience
and
know
what
form
of
adverDsing
we
are
using,
it
is
Dme
to
create
the
campaign.
What
follows
are
the
various
markeDng
strategies
and
persuasive
techniques
adverDsers
use
to
get
the
publics
a<enDon
and
convince
them
to
buy
or
buy
into
their
product,
service,
or
opinion.
7. EmoDonal
ConnecDon
• A
successful
adverDsement
appeals
and
plays
on
the
audiences
emoDons
(needs,
desires,
and
fears).
They
make
you
feel
inadequate
or
not
good
enough
unDl
you
buy
their
product,
then
you
will
be
saDsfied.
– The
desire
to
be
accepted
by
others,
to
belong,
and
be
saDsfied
– The
desire
for
life
to
be
filled
with
happiness
and
excitement
– The
desire
to
be
more
a<racDve,
funny,
athleDc
–
self
confident
– The
fear
of
being
rejected,
ridiculed,
or
afraid
15. Emo.onal
Connec.on
Fear:
Using
a
product
to
solve
something
you
worry
about,
like
bad
breath
16. Lifestyle
or
Product
• Your
not
buying
a
product
your
buying
a
lifestyle
of
fame,
beauty,
and
wealth
•
We
make
promises
that
the
customer’s
lifestyle
will
change
if
our
product
is
purchased.
• Most
of
the
Dme
you
do
not
know
what
is
even
being
sold
20. Ideal
Kids
&
Families
Family
Fun
These
ads
feature
kids
or
families
that
seem
perfect.
They
are
hip
looking,
with
the
ho<est
fashions,
haircuts,
and
toys.
Ideal
families
are
always
a<racDve
and
everyone
seems
to
get
along.
These
ads
represent
the
types
of
kids
and
families
adverDsers
think
the
people
viewing
the
ad
would
like
to
be.
These
ads
feature
a
product
that
is
shown
to
bring
families
together,
or
helps
them
have
fun
together.
All
it
takes
is
for
Mom
or
Dad
to
bring
home
the
“right”
food,
and
a
ho-‐hum
dinner
turns
into
a
family
party.
24. Cartoon
Characters
• These
ads
rely
on
cartoon
characters
to
excite
young
kids
into
wanDng
the
products
being
sold.
Cartoons
make
young
kids
idenDfy
with
products.
26. Star
Power
-‐
Tes.monials
and
endorsements
• These
ads
feature
a
favorite
sports
star
or
music
celebrity
using,
or
promoDng
a
product
as
the
best.
For
example,
clothing
designers
give
clothes
to
hip-‐hop
stars
to
wear
on
stage
(especially
for
awards
shows)
so
millions
of
people
will
see
this
clothing
line,
and
think
it’s
“cool.
• Featuring
someone,
like
a
celebrity,
saying
how
the
product
worked
for
them
can
be
convincing.
29. Bandwagon
• These
ads
tell
you
to
join
the
crowd!
Don’t
be
leL
out!
Everyone
is
buying
the
latest
snack
food:
Aren’t
you?
If
you’re
“cool”
and
want
to
“fit
in”
you
should
be
buying
it
too.
34. Put
Downs
• These
ads
put
down
their
compeDDon’s
product
to
make
their
own
product
seem
be<er.
They
oLen
use
sarcasm,
comparison
studies,
and
tesDmonials.
• AdverDsements
will
also
try
and
make
you
feel
bad
about
yourself
so
that
you
go
out
and
buy
their
product
39. R
U
Cool
Enough?
• These
ads
try
to
convince
you
that
if
you
don’t
use
their
products,
you
are
a
nerd.
Ads
do
this
by
showing
people
who
look
un-‐cool:
Once
they
try
the
product,
they
suddenly
becoming
hip
looking
and
are
shown
doing
cool
things.
44. Excitement
• These
ads
promise
excitement
if
you
buy
their
product.
One
bite
of
a
snack
food
and
you’re
suddenly
snowboarding
on
the
mountain,
or
onstage
singing
to
a
crowd
of
adoring
fans!
There
is
never
a
dull
moment
if
you
are
using
this
product.
47. Claim
and
Hype
• Saying
how
the
product
works
or
how
it
will
help
you.
Usually
these
commercials
use
words
like
amazing
incredible
to
make
the
product
more
appealing
52. Cooking
Nature
• These
ads
show
the
transform-‐
acDon
that
occurs
from
raw
materials
to
end
product
without
showing
the
process.
By
showing
oranges
change
straight
to
orange
juice,
it
implies
that
when
you
drink
processed
orange
juice,
you
are
eaDng
a
natural
orange,
when
actually
it
is
unnaturally
filled
with
sugar
and
addiDves!
58. Prizes,
Sweep
Stakes,
Games,
Sales
• Using
a
chance
to
win
a
prize
or
a
discounted
price
to
boost
sales.
This
can
also
be
viewed
as
bribery
or
extra
incenDve
to
purchase
the
product.
63. The
list
goes
on……
– Heart
Strings
–
Ads
that
draw
you
into
a
story
and
make
you
feel
good.
– Call
to
ac.on:
Telling
you
what
to
do—
“Buy
today!”
or
“Vote
now”—removes
all
doubt
about
next
steps.
– Repe..on
–
AdverDsers
hope
you
remember
the
product
if
you
hear
it
and
see
it
over
and
over
again
– Sounds
Good
–
Music
and
other
sound
effects
add
to
the
excitement.
Also
the
use
of
jingles
so
that
you
remember
the
product.
Have
you
ever
noDced
that
the
volume
of
the
commercials
is
higher
than
the
sound
for
the
program
that
follows.
– Facts
and
Figures
–
When
you
use
facts
and
staDsDcs
to
enhance
products
credibility
– Weasel
words
–
The
use
of
words
that
can
mislead
viewers
like
“Natural”,
“New
and
Improved”,
“Be<er
TasDng”.
– Humor
-‐
Using
ads
that
make
you
laugh
can
catch
your
a<enDon
and
be
memorable.
