Advertising TTO V4 2021

• Engels
• Middelbare school
• vwo
• Leerjaar 5

Answer these in your notebook

What are your impressions of advertising in daily life?

What part has advertising played in your purchase or selection of products or services?

Is advertising good or bad?

BAGOOD

BAD

Yes, it can be harmful. But it can also be extremely beneficial to society. Advertising is an incredibly effective and powerful way to spread the word about important issues and products, such as AIDS awareness, diabetes monitors, tobacco and alcohol risks, and other health-related concerns.

Why is it good to advertise?

Should we use stereotypes in advertising?

YES

NO

Advertising aims to adapt to the ever-changing consumer perceptions of all races, sexes, ethnicities, and attitudes of consumers worldwide.

These shifts in values are often influenced by external events such as breaking news stories, and certainly the spotlight on racial inequality in the wake of George Floyd’s death was intense and profound. However, in a year such as this, filled with so many immense hardships and with such suffering, it wasn’t too long before that focus shifted away and with it, the voice given to those important conversations we started to have.

The ASA said the review had found evidence suggesting that harmful stereotypes could "restrict the choices, aspirations and opportunities of children, young people and adults and these stereotypes can be reinforced by some advertising, which plays a part in unequal gender outcomes".

"Our evidence shows how harmful gender stereotypes in ads can contribute to inequality in society, with costs for all of us. Put simply, we found that some portrayals in ads can, over time, play a part in limiting people's potential," 

Stereotype Marketing

Stereotype marketing is an informal concept that refers to marketing campaigns based off of generalized studies or common perceptions about behaviors and values of certain demographic groups. While companies often rely on demographic qualities to target specific customer segments, uncertain or offensive stereotypes in ad campaigns don't work and may lead to negative public backlash, something small local businesses can ill afford.

Demographic Targeting

Demographic segmentation is the most traditional and commonly used marketing strategy. It includes the use of personal traits such as age, race, gender, marital status, income, education and occupation to describe the typical customer in a market group. The purpose is to identify the primary customer group so you can conduct market research and develop promotional messages for targeted customers. Knowing the customer also helps in selecting the right media for message delivery.

Stereotype Examples

Several demographic stereotypes have played out in advertising over time. A February 2013 "Adweek" article points out the flaws in using the traditional view of the female homemaker as primarily motivated by cooking, cleaning and child care, suggesting that this stereotype doesn't fit today's culture. In an August 2009 article, marketing speaker and author Christopher Penn notes the use of the common stereotype of extended families in ads targeting people in the Hispanic culture.

 

Definition of advertising

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

- after Bovee/Arens, 1992

non-personal

As opposed to selling, where the communication is one-on-one and the salesman can react to the customer's questions or reactions, advertising is one-way communication, the sender is unaware of the reaction his message gets and cannot alter it mid-stream.

NONPERSONAL First, what is "nonpersonal"? There are two basic ways to sell anything: personally and nonpersonally. Personal selling requires the seller and the buyer to get together. There are advantages and disadvantages to this. The first advantage is time: the seller has time to discuss in detail everything about the product. The buyer has time to ask questions, get answers, examine evidence for or against purchase.A second advantage of personal selling is that the seller can see you. The personrhe's selling to. Rhe can see your face, see how the sales message is getting across. If you yawn or your eyes shift away, you're obviously bored, and the seller can change approach. Rhe can also see if you're hooked, see what features or benefits have your attention, and emphasize them to close the sale.Finally, the seller can easily locate potential buyers. If you enter a store, you probably have an interest in something that store sells. Street vendors and door-to-door sellers can simply shout at possibilities like the Hyde Park (London) vendors who call out, "I say there, Guv'nor, can you use a set of these dishes?", or knock at the door and start their spiel with an attention grabber. From there on they fit their message to the individual customer, taking all the time a customer is willing to give them.Disadvantages do exist. Personal selling is, naturally enough, expensive, since it is labor-intensive and deals with only one buyer at a time. Just imagine trying to sell chewing gum or guitar picks one-on-one; it would cost a dollar a stick or pick.In addition, its advantage of time is also a disadvantage. Personal selling is time-consuming. Selling a stereo or a car can take days, and major computer and airplane sales can take years.Nonetheless, although personal selling results in more rejections than sales, and can be nerve-racking, frustrating and ego destroying for the salesperson, when the salesperson is good it is more directed and successful than advertising.From the above, it appears that personal selling is much better than advertising, which is nonpersonal. This is true. Advertising has none of the advantages of personal selling: there is very little time in which to present the sales message, there is no way to know just who the customer is or how rhe is responding to the message, the message cannot be changed in mid-course to suit the customer's reactions.Then why bother with advertising? Because its advantages exactly replace the disadvantages of personal selling, and can emulate some of the advantages. First let's look at the latter.First, advertising has, comparatively speaking, all the time in the world. Unlike personal selling, the sales message and its presentation does not have to be created on the spot with the customer watching. It can be created in as many ways as the writer can conceive, be rewritten, tested, modified, injected with every trick and appeal known to affect consumers. (Some of the latter is the content of this book.)Second, although advertisers may not see the individual customer, nor be able to modify the sales message according to that individual's reactions at the time, it does have research about customers. The research can identify potential customers, find what message elements might influence them, and figure out how best to get that message to them. Although the research is meaningless when applied to any particular individual, it is effective when applied to large groups of customers.Third, and perhaps of most importance, advertising can be far cheaper per potential customer than personal selling. Personal selling is extremely labor-intensive, dealing with one customer at a time. Advertising deals with hundreds, thousands, or millions of customers at a time, reducing the cost per customer to mere pennies. In fact, advertising costs are determined in part using a formula to determine, not cost per potential customer, but cost per thousand potential customers.Thus, it appears that advertising is a good idea as a sales tool. For small ticket items, such as chewing gum and guitar picks, advertising is cost effective to do the entire selling job. For large ticket items, such as cars and computers, advertising can do a large part of the selling job, and personal selling is used to complete and close the sale.Advertising is nonpersonal, but effective

information

Advertising is selective in the information it provides: "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

INFORMATIONInformation is defined as knowledge, facts or news. However, you should bear in mind that one person's information is another person's scam, particularly when advertisers talk about their products.Information comes in many forms. It can be complete or incomplete. It can be biased or deceptive. Complete information is telling someone everything there is to know about something: what it is, what it looks like, how it works, what its benefits and drawbacks are. However, to provide complete information about anything is time consuming and difficult. For example, to tell all about a car would require its appearance, manufacture and manufacturer, what percentage of parts are made in which countries, cost of upkeep, mileage (city and highway), cost (basic and with any and all combination of options), sales and excise taxes per state, preparation costs, insurance costs per state and locale, ride characteristics (noise by db interior and exterior, ergs required for steering and braking, relative comfort of seats, length of reach required to use controls, degrees of lean when cornering), acceleration, braking distance at many different speeds, etc.. All of this would require a documentary, not a commercial. Complete information is impossible to provide in an ad.Thus, for advertising, information must of necessity be incomplete, not discussing everything there is to know about the subject. In advertising, what appears is everything the writer thinks the customer needs to know about the product in order to make a decision about the product. That information will generally be about how the product can benefit the customer.

products, services, or ideas

Advertising is used to directly or indirectly promote:

• the sale of products of all types, both tangible, such as cars, and intangible, such as insurance.
• the sale of services, such as vacations, car rental, hotel stays, home improvement, repairs, advice.
• adoption of ideas, such as give to a charity, vote for a politician, be kind to animals, report child abuse, don't set off fireworks.

usually persuasive in nature

Advertising techniques are based on showing the value of what they sell:

• Functional value
  : it will help you to do something better.
• Social value
  : it will raise your social status 
• Psychological value
  : it will make you feel better.
• Economic value
  : it will make you wealthier, or will save you money.
• Whatever else the consumer thinks is important

PERSUASIVE

"Persuasive" stands to reason as part of the definition of advertising. The basic purpose of advertising is to identify and differentiate one product from another in order to persuade the consumer to buy that product in preference to another. 

usually paid for

If a vlogger reviews a product that he bought, or was given without obligation, then it is not advertising (although it is part of marketing).  If, on the other hand, the vlog is fully or partially paid for by someone on condition that the vlogger give a positive review about a product, then the vlog is a form of advertising.  Typically, all media charge companies to display ads.  Occasionally, usually for a charity, or as a form of public service, ads for a good cause are distributed for free.  

 PAID FOR". . . paid for . . . " is pretty straightforward. If an ad is created and placed in the media, the costs of creation and time or space in the media must be paid for. This is a major area in which advertising departs from public relations.PR seeks to place information about companies and/or products in the media without having to pay for the time or space. PR creates news releases and sends them to news media in hopes they will be run. Often PR departments produce events that will be covered by news media and thus receive space or time. There is no guarantee that the media will run any of the PR material.Advertising doesn't have that problem. If time or space is bought in the media, the ads (as long as they follow the guidelines set down for good taste, legal products and services, etc.) will appear. The drawback is that ads are clearly designed to extol the virtues of products and companies, and any ad is perceived by consumers as at least partly puffery. PR pieces are usually not so perceived.

fameable.com

Diamond Shreddies, an unbelievable rebranding case study.

The story of Shreddies is the ideal case study for demonstrating the possibility of creating intangible added value for a brand without modifying the product at all. For those who are unfamiliar, Shreddies is a square-shaped breakfast cereal brand born more than 60 years ago and sold in England, Canada, and New Zealand.

In 2008, Kraft Foods went to advertising agency Ogilvy & Mather Toronto in order to create a campaign designed to return Shreddies to its spot as a leader in the breakfast market. Although sales were not satisfactory, focus groups found that consumers were still happy with the quality of the product itself.

Diamond Shreddies is born

During one of the brainstorming meetings at Ogilvy, Hunter Somerville, a 26 year-old intern, held up one of the Shreddies, and joked “it isn’t a square, it’s a diamond.” While for Somerville it was merely a silly joke, Nancy Vonk, the leader of the creative team, saw the possibility of something more and encouraged him to develop the idea. And thus, Diamond Shreddies was born—A new product that maintained all the physical characteristics of the original product, but with a revamped image. Consumers had the option of choosing between the two shapes—traditional or diamond—both of which were, in fact, the same exact product. There was even a “Combo Pack” that supposedly contained both versions.

The advertising campaign used many means of media that included advertisements on the street, television commercials, in print, and through the use of a website, as well as packaging design. The tone of the campaign was humorous and ironic so consumers were well aware that the product was the same. The website, for instance, stated “Recent advances in cereal technology have allowed us to take Shreddies cereal to a whole new level of geometric superiority”. Some of the commercials featured funny focus groups in which the product was tested and people stated rather curious things, such that diamond shreddies not only looked better, but tasted better than the original!

The outcome of the campaign was excellent, with a market share increase of 18% during the first month, and the acquisition of several awards, among them the 2008 Grand Clio Award. Currently, Diamond Shreddies do not exist, but remain in our memories as an impressive anecdote. There is no better example of how a change in perspective can revitalize a product.

media

• Television, radio
• Cinemas
• Newspapers, magazines
• Internet
• Billboards
• Cars, trucks, airplanes
• Shopping carts
• Inside and outside trains and buses

• E-mail and direct mail
• Folders and pamphlets
• Skywriting, banners and blimps
• Bus and train stations
• Promotion teams

VARIOUS MEDIAThe various media are the non-personal (remember that?) channels of communication that people have invented and used and continue to use. These include newspapers, magazines, radio, television, billboards, transit cards, sandwich boards, skywriting, posters, anything that aids communicating in a non-personal way ideas from one person or group to another person or group. They do not include people talking to each other: first, talking is personal and advertising is non-personal; and second, there is no way to use people talking to each other for advertising--word-of-mouth is not an advertising medium, since you can't control what is said. (The best you could do is start a rumor, which will undoubtedly distort the message in the telling, and is more the province of the PR department.) Thus, to repeat (in case you've forgotten by now), "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."

Think quickly about your favorite ad. What was it about?

Discuss whether the ad used Ethos, Logos or Pathos in the add. 

What makes an ad effective?

Principle:

An ad that works—that is effective—is one where the target audience responds as the advertiser intended.

Gets attention

Creates a positive impression for a brand

Separates the brand from the competition

Influences people to respond in the desired way

The Federal Trade Commission deals with such omissions by demanding affirmative disclosure of such information, and backs up their demands with the force of law.

Bias is being partial towards something, feeling that something is better or worse than other things. Biased information about a product is that which emphasizes what is good and ignores what is bad about it. In advertising this is not only normal, but necessary. Of course an advertiser is biased toward her own product and against the competition: selling her product is the way she makes her money, and her competition's sales reduces that income. Thus any advertising will use words and images that show how good her product is and/or how poor her competition's is. This is biased information, but recognized and accepted by industry, regulators and consumers -- it is called puffery, the legitimate exaggeration of advertising claims to overcome natural consumer skepticism. However, sometimes the biased information goes beyond legitimate puffery and slips into deception, the deliberate use of misleading words and images. In other words, deceptive information is lying to the customer about the qualities of a product. Such deception is illegal, and the FTC requires the advertiser to cease and desist and, in some instance, to do corrective advertising to repair any damage.

Legal terms Fraudulent Misrepresentation – The intentional telling of a falsity, or providing an otherwise misleading statement.

Injunction – A court order preventing an individual or entity from beginning or continuing an action.

Precedent – A rule or principle established by a court, which other courts are obligated to follow.

A few decades ago, a woman tried to sue a butter company that had printed the word 'LITE' on its product's packaging. She claimed to have gained so much weight from eating the butter, even though it was labeled as being 'LITE'. In court, the lawyer representing the butter company simply held up the container of butter and said to the judge, "My client did not lie. The container is indeed 'light in weight'. The woman lost the case.

Constructiveness – helping to improve

Altruism or selflessness is the principle or practice of concern for the welfare of others. a motivational state with the goal of increasing another’s welfare

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

Ingrid's fav commercial

The Jumbo Juichcape 

Ethos - Jumbo and Frank Lammers. Hit from Rob Kemps (echte naam Snollebollekes) who also won the gameshow De Slimste mens

Pathos - winning in this sports summer.EK football, Olympics, Max Verstappen and the Jumbo Visma cyclists in the Tour de France (Both sponsored by Jumbo) Bringing it local  family together barbeque worstjes. And getting us all to get up a move - health and welfare. Jumbo supports not only the professional sporters but it also cheers us - the super fans. 

And then this cynical, grumpy grandfather at the end that shuts his window indicating that even if the whole of Holland is Orange you don't have to be - just shut the window. 

A weasel word (also, anonymous authority) is an informal term[1] for words and phrases aimed at creating an impression that a specific and/or meaningful statement has been made, when in fact only a vague or ambiguous claim has been communicated, enabling the specific meaning to be denied if the statement is challenged. A more formal term is equivocation.

The use of weasel words to avoid making an outright assertion is a synonym to tergiversate.[2] Weasel words can imply meaning far beyond the claim actually being made.[3] Some weasel words may also have the effect of softening the force of a potentially loaded or otherwise controversial statement through some form of understatement, for example using detensifiers such as "somewhat" or "in most respects".[4]

Weasel words can be used in advertising and in political statements, where encouraging the audience to develop a misleading impression of what was said can lead to advantages, at least in the short term (in the longer term, systematic deception is likely to be identified, with a loss of trust in the speaker).

Advertiser is hoping we will remember the word spotless and forget the word virtually. 

Analysis: "Fight" is a common weasel word used in advertisements for cleaning and health and beauty supplies, similar to "act" or "work." This ad claims that Colgate is proven to "fight" germs for 12 hours, but the consumer is given no context as to what it means to "fight" germs. Sometimes people lose fights; this toothpaste could be losing the fight to your germs.

Trident gum created a commercial where they claim that chewing Trident ‘helps fight cavities’. By using the words ‘helps’and ‘fight’, Trident isn’t legally making a medical claim that their gum will prevent cavities, through the utilization of these weasel words, Trident implies that their gum will greatly assist in the prevention of cavities. The reason this

advertisement works is that they create the illusion that their product will prevent cavities without legally claiming something that they can’t prove. As Schrank points out in markets where “products in which all or most of the brands available are nearly identical” create the necessity for companies to try to create an advantage through their

advertisements. Due to their use of weasel words in their advertisements, Trident uses terms that imply that their product is actively combatting cavities, while in fact Trident may be doing nothing to benefit the consumer’s mouth. I really appreciate the crafty way they deliver the wording in the commercial. They use two cute kids to say that they’re ‘fighting cavities’, which are weasel words that might be more recognizable if they are said by adults. They ingeniously use children to say their weasel words to prey on the emotional side of viewers. By implying, without clearly stating it to be fact, that Trident assists the prevention of cavities, the commercial is successful.

In everyday speech, a non sequitur is a statement in which the final part is totally unrelated to the first part, for example:

Life is life and fun is fun, but it's all so quiet when the goldfish die.

The subjunctive is an irrealis mood (one that does not refer directly to what is necessarily real) – it is often contrasted with the indicative, which is a realis mood.

Glossier leverages Authority to boost the trustworthiness of their product; “Pro Tip” infers that this is the eyeliner that professionals use. 

SO if you use my deodorant you will become a super smeller.