Lesson 2: Advertising Techniques inforgraphic
Advertising techniques:
brand summary: the reason this is used is to make the brands benefits and specialities clear.
e.g. apple, they do this by focusing on the new features of the product and what they are going to offer the customers.
brief: it is clear, and to the point, concise, cost effective and keeps the customer interested.
rhymes: sticks in the mind and easy to remember.
e.g. beanz meanz heinz
repetition of brand name: repeating something three or more times helps it to become memorable.
alliteration: similar to rhyming, repeating the first letter in each word of a sentence.
e.g. pick up a penguin, Krispy Kreme, weight watchers
use of second person: consumers feel spoken to personally and involved in the product or identity on offer.
use of every/always: indicates the company's unswerving commitment, committed to brand, customers and products.
use of present tense: universality and its timeless. Here and now. Today
imperatives: assertive demands designed to sweep the consumer along in agreement
e.g. 'you will love it' ' you must have it'
use of capitals: FOR EMPHASIS.
humour: consumers are entertained so they tend to be well disposed towards the brand.
use of puns/ word play: gives a second layer of meaning to impress the consumer with its smartness and novelty.
EXAMPLES:
audio/visual ad:
The M&M hostage advert uses the following:
- humour, it is a mock of a situation that can't happen as it is about the chocolate.
- uses of the present tense
- use of second person, the consumer is in on the action
- alliteration (m&m)
print ad:
- humour as it isn't something that could actually happen
- use of second person, the consumer is involved
- brand summary in the bottom corner
^^^ QUIZ ON ADVERTISING TECHNIQUE ^^^
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