Unit5Insideadvertising-section2PartTwo: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,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.用心爱心专心115号编辑2．AdvertisingResearchTips●PerceptualMapping--DecidingWhatImagetoProjectBeforeyouembarkonanimageadvertisingcampaign,youneedtoknowthetypeofimageyouwishtoconvey.●Quick&DirtyResearchTechniques-Part1Measuringthecosteffectivenessofadvertisingpromotions.●Quick&DirtyResearchTechniques-Part2Price-pointtesting.●Danger--ComparativeAdvertisingIncludingYourCompetitors'NamesinYourAdvertisingCanBeCounterproductive.●TheRoleofFocusGroupsinAdvertisingFocusgroupsareagreattoolforadvertisingresearch,buttheyshoul...
