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Advertising - Coggle Diagram
Advertising
When considering advertising we normally think of ads or promotions that sell things like clothes, fragrances, or household items.
But advertising is also used by media organisations to provide information and promote media texts like TV shows and music albums.
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Charities: to raise awareness of issues and encourage people to donate. These adverts are often designed to shock the audience into the act of donating - they may do this by showing disturbing images. Charities such as Barnardos or Childline have used this technique in their advertising.
Government Departments: the Department of Health uses advertisements to provide information to the general public on how to maintain a healthy lifestyle. An example of this is the NHS Change4Life campaign, which encourages healthy eating habits, or the Ministry of Defence's adverts designed to boost army recruitment.
Event Organisers: this type of advertising encourages people to attend concerts, sports events, or exhibitions.
Ads are normally produced by advertising agencies and they specialise in creating adverts that can be shared on different platforms including:
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A successful advertisement will consider the brand identity of the organisation, and in some cases, re-invent it in order to attract a new audience or bring back a declining audience.
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Slogans These are designed to be memorable or relate to something important about the product. They are often a play on words. Some famous slogans are "Just Do It" (Nike), or "Live in Your World, Play in Ours" (Sony PlayStation).
Logo A unique and recognisable symbol which represents the product. Like the Nike ‘swoosh’ or the Apple ‘apple’.
Endorsement Advertisers often use celebrities to endorse products, such as David Beckham promoting Adidas or Gillette products. These types of ads can be much more expensive to produce. However, ordinary people are often used to endorse everyday goods like washing up liquid.
USP Promotion of the unique selling point (USP) of the product like a 'special ingredient'. This could be the 'snap, crackle and pop' used to promote Rice Krispies or the secret chicken recipe used to market KFC fast food.
Hard sell The 'Hard Sell' is short, loud and concise - telling you the price of the product and why you need it - with as little information as possible.
Soft sell The 'Soft Sell' promotes the product with an associated lifestyle or a mysterious story. This may have the audience wondering what the product is, right up until the final image. This technique is often used in ads for perfume or aftershave.
Icons Defining the product through an icon – making the product design distinct to such a degree that it is so recognisable it almost sells itself, like a can of Coca-Cola.
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Persuasive language This is usually in the form of hyperbole, to make the product seem more effective or desirable than it really is. For example: "Gillette: The best a man can get".
Mode of address How the advert, as a media text, speaks to us. This could be a celebrity appearing to speak to us directly as Ewan McGregor does in an advert for Unicef.
Technical codes This is how people or products are represented through camera angles or how the advert is edited. Adverts for luxury products, like expensive clothes, will often be edited to be slow paced and considered, whereas ads for fizzy drinks or sports clothing will have fast paced edits.
Audio codes These include dialogue, diegetic and non-diegetic sounds. Dialogue will usually be informative and catchy and might include a memorable slogan. Diegetic sounds include things like car engines or the crunch of someone eating cereal. Non-diegetic sounds include music soundtracks or jingles. Jingles are memorable and stick in our minds long after we've seen the advert, like "I'm lovin' it" (McDonalds), or the Go Compare jingle sung by fictional opera singer, Gio Compare.
Pop-ups Adverts that appear when using a specific web page. They often are competition related and offer prizes or discounts.
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Web banners Adverts placed on website. If you click on the banner, you are re-directed to the advertisers website.
Email marketing This happens when advertisers have your email address and send adverts to your inbox. They may include special offers to encourage further purchases.
Contextual advertising These are adverts that are linked to internet searches you have made. If you have been looking for a specific pair of shoes online, adverts for these exact shoes will appear in your future searches.
Search engine marketing Companies often pay search engines to have their market presence rank higher on search results, this is to increase visibility of their products and services.
Vloggers and bloggers Increasingly advertisers offer free products to vloggers (video bloggers) and bloggers - such as Zoella on YouTube - who then test and talk about the products with their audience.
Broadcast time slots cost advertisers different amounts: a prime time slot during The X Factor (ITV1, prime time, Saturday night) will be more expensive than broadcasting in a slot during Countdown (Channel 4, afternoons, week days).
The most expensive advertising time slot is during The X Factor finals when 30 seconds costs around £200,000.
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In 2007, the Guinness advert entitled Tipping Point cost £10 million.
The most expensive advert ever made was produced by Chanel, and directed by Baz Luhrmann, for Chanel No. 5. Featuring Nicole Kidman, it was two minutes long and cost an estimated £18 million.
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In the UK, advertising across all media is regulated by the Advertising Standards Authority (ASA).
It is the ASA’s role to ensure that all advertisements comply with the Advertising Codes, written by the Committee of Advertising Practice (CAP).
The ASA act on complaints and proactively check the media to ensure there are no advertisements that are misleading, harmful or offensive.
For example, the ASA banned an advert by Yves Saint Laurent, in the UK edition of Elle Magazine, for the use of an unhealthily underweight model.
The advert was banned because it was believed to be irresponsible and harmful to women's health and body image.