2014-2015学年高中英语 Unit 5 Inside advertising Backgrounds for教案 新人教版选修9

Section 1 Backgrounds for1. Techniques of advertising ● Repetition: Some adver tisers concentrate on making sure their product is widely recognized. To that e nd, they simply attempt to make the name remembered through repetition. ● Bandwagon: By implying that the product is widely used, advertisers hope to convince potential buyers to "get on the bandwagon." ● Testimonials: Advertisers often attempt to promote the superior quality of their product through t he testimony of ordinary users, experts, or both. "Three out of four dentists recommend..." This approach often involves an appeal to authority. ● Pressure: By attempting to make people choose quickly and withou t long consideration, some advertisers hope to make rapid sales: "Buy now, before they're all gone!" ● Appeal to emotion: Various techniques relating to manipulating emotion are used to get people to buy a product. ● Association: Advertisers often attempt to associate their product with desirable imagery to make it seem equally desirable. ● Advertising slogans: These can employ a variety of techniques; even a short phrase can have extremely heavy-handed technique. 2．Advertising tips●When considering your advertising options put yourself in the shoes of your audience. For example if you want to reach the attention of males 18 plus during June you could look at running ads on 5AA during the KG & Cornes segment and further support this by placing ads in the Sports section of Saturday's Advertiser. ●Consider your return on investment - to effectively get your advertising message to your audience you may need to place a series of ads across a variety of media. Placing a solitary ad in the newspaper may not elicit a strong response. ● Keep your message simple and ensu re your call to action is clear. What is the most important part you'd like your audience to read or hear and how would you like them to respond? This should form the basis of your ad/s in terms of content, look and feel.