Unit5InsideadvertisingPartTwo:TeachingResourcesSection2:BackgroundinformationforUnit5Insideadvertisement1.TechniquesofadvertisingAdvertisersuseseveralrecognizabletechniquesinordertobetterconvincethepublictobuyaproductandshapethepublic'sattitudetowardstheirproduct.Thesemayinclude:●Repetition:Someadvertisersconcentrateonmakingsuretheirproductiswidelyrecognized.Tothatend,theysimplyattempttomakethenamerememberedthroughrepetition.●Bandwagon:Byimplyingthattheproductiswidelyused,advertisershopetoconvincepotentialbuyersto"getonthebandwagon."●Testimonials:Advertisersoftenattempttopromotethesuperiorqualityoftheirproductthroughthetestimonyofordinaryusers,experts,orboth."Threeoutoffourdentistsrecommend..."Thisapproachofteninvolvesanappealtoauthority.●Pressure:Byattemptingtomakepeoplechoosequicklyandwithoutlongconsideration,someadvertisershopetomakerapidsales:"Buynow,beforethey'reallgone!"●Appealtoemotion:Varioustechniquesrelatingtomanipulatingemotionareusedtogetpeopletobuyaproduct.Apartfromartisticexpressionintendedtoprovokeanemotionalreaction(whichareusuallyforassociativepurposes,ortorelaxorexcitetheviewer),threecommonargumentativeappealstoemotioninproductadvertisingarewishfulthinking,appealtoflattery,andappealtoridicule.Appealstopityareoftenusedbycharitableorganizationsandappealstofearareoftenusedinpublicservicemessagesandproducts,用心爱心专心suchasalarmsystemsoranti-bacterialspray,whichclaimprotectionfromanoutsidesource.Emotionalappealsarebecomingincreasinglypopularinthehealthindustry,withlargecompanieslike24HourFitnessbecomingincreasinglyadeptatutilizingapotentialcustomersfeartosellmemberships;sellingnotnecessarilytheactualgym,butthedreamofanewbody.Finally,appealstospiteareoftenusedinadvertisingaimedatyoungerdemographics.●Association:Advertisersoftenattempttoassociatetheirproductwithdesirableimagerytomakeitseemequallydesirable.Theuseofattractivemodels,apracticeknownassexinadvertising,picturesquelandscapesandotheralluringimagesiscommon.Alsousedare"buzzwords"withdesiredassociations.Onalargescale,thisiscalledbranding.●Advertisingslogans:Thesecanemployavarietyoftechniques;evenashortphrasecanhaveextremelyheavy-handedtechnique.●Controversy,asintheBenettonpublicitycampaign.●Guerillaadvertising:Advertisingbyassociation.Doneinsuchawaysothetargetaudiencedoesnotknowthattheyhavebeenadvertisedto,buttheirimpressionoftheproductisincreased(ordecreased)ifthatistheintentoftheadvertiser.●Subliminalmessages:Itwasfearedthatsomeadvertisementswouldpresenthiddenmessages,forexamplethroughbriefflashedmessagesorthesoundtrack,thatwouldhaveahypnoticeffectonviewers('Mustbuycar.Mustbuycar.')Thenotionthattechniquesofhypnosisareusedbyadvertisersisnowgenerallydiscredited,thoughsubliminalsexualmessagesareextremelycommon,rangingfromcarmodelswithSXprefixestosuggestivepositioningofobjectsinmagazineadsandbillboards.2．AdvertisingResearchTips●PerceptualMapping--DecidingWhatImagetoProjectBeforeyouembarkonanimageadvertisingcampaign,youneedtoknowthetypeofimageyouwishtoconvey.用心爱心专心●Quick&DirtyResearchTechniques-Part1Measuringthecosteffectivenessofadvertisingpromotions.●Quick&DirtyResearchTechniques-Part2Price-pointtesting.●Danger--ComparativeAdvertisingIncludingYourCompetitors'NamesinYourAdvertisingCanBeCounterproductive.●TheRoleofFocusGroupsinAdvertisingFocusgroupsareagreattoolforadvertisingresearc...
