ADVERTISING
Advertising is a message designed to
promote a product / service / idea.
These messages are shown to the public
via the media by means of newspapers,
magazines, radio, television, billboards,
flyers, etc.
• Advertisements make
use of emotive and
persuasive means.
• A successful
advertisement will make
use of one or more of
the following techniques:
creativity
emotion
reason
fact
opinion
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Target Market
• This is the group of people that an
advertisement is trying to reach.
• It may be divided into age, gender, social
status and activities.
Advertisers use the fact that buyers classify
themselves in order to create adverts to
appeal to those classified groups.
– E.g.: teens, computer geeks, stay-at-home
mothers, jetsetters, corporates, etc.
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AIDA Principle
Attention – grab the attention of the
consumer
Interest – arouse and maintain the
consumer’s interest
Desire – create a desire to own the advertised
product
Action – manipulate the consumer into
taking action
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ATTENTION
It is vital that the advertiser grabs the attention
of the consumer.
Attention can be attracted by:
An eye-catching image
Clever use of language
Attractive layout
Posing a question
Font (type of lettering)
Catchy headlines
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INTEREST
Once the consumer’s attention has been
attracted, the advert must sustain his/her
interest. Then the consumer must feel
compelled to read on.
There are two ways of doing this:
Visual Techniques
Linguistic Techniques
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Linguistic Techniques:
• Punchy headlines /
captions
• Rhetorical questions
• Puns, Alliteration
Visual Techniques: • Slogans, Clichés
• Repetition, Exaggeration
• Cartoons
• Unusual trade names
• Graphs
• Emotive language
• Colourful, attractive
photographs • Opinions stated as facts
• Outline diagrams • Jingles, catchy songs
• Statistics • Jargon
• Unusual layouts
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DESIRE
Advertisers also appeal to basic human desires
or needs and hint that desires/needs will be
met if their product is purchased.
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ACTION
‘Buy one get one free’
G Limited stocks
I Limited term offers
Not only must M Money back guarantees
advertisers get the Easy payment plans
attention of the
M Discounts
consumer but they I Free gifts
also need to ensure C ‘Bargain of the century’
that the consumer Clearance sales
K Reduced prices
acts in response to
the advert.
S Order immediately and ….
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Informal Language: Informative Language:
✓ Everyday speech ✓ Informs viewer of the
✓ Vocab less sophisticated product / service
✓ Simple sentences ✓ Language that aids the
✓ Informal grammar selling of the product
✓ Colloquialisms & slang ✓ Jargon
Emotive Language: Bias = to be in favour or
✓Appeals to emotions rather against something without
than to intellect prior knowledge
✓It is persuasive
Advertisers make use of fact & opinion, propaganda, sensationalism
and bias. 10
Info on an
Advertisement
Logo
➢ Picture / graphic used as
an identifying symbol
➢ Acts as signature for a
brand
Slogan
➢ Short, memorable phrase
that is immediately
associated with a brand
Copy
➢ Other written info
Graphics
➢ Illustrations 11
Designing a
Print Advert
Originality:
An original idea always
Layout:
attracts attention
Keep a good balance
Careful thinking and
between lettering and
brainstorming is
graphics
required
Use open space to
Make use of other
guide the eye to
people’s creativity for
important design
objective inputs
elements and info
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