Advertising 2TVC - Techniques

TVC - Techniques

•Repetition▫Repeat message many times. Argument

from repetition is a false proof of statement by repetition.

▫Generally used by politicians.▫Extreme form – considered brainwashing.▫Form of propaganda

•Bandwagon▫Imply that the product is widely used.▫Convince people to ride the bandwagon▫Band wagon fallacy is also known as appeal

to authority of many, appeal to people.

TestimonialsConditions for legitimate authority

▫ Promoting the superior quality of product through testimony of ordinary users, experts, or both

▫ E.g. three out of four dentists recommend

▫ Appeal to authority or argument from authority

• Competence, not just glamour.

• Judgment should be with in field of competence

• Correct interpretation of authority

• Direct evidence should be available

• Unbiased authority• Representative of expert

opinions.• Argument should be valid in

its own right.

• Pressure▫Make people choose quickly without long

consideration▫E.g. Buy now, before they’re all gone.

• Appeal to emotion▫Manipulate viewer’s emotion

Appeal to wishful thinking, flattery or ridicule Appeal to pity used by charity organizations. Appeal to spite aimed at younger demographics Appeal to fear used in public service messages or

products like antibacterial soaps.

•Association▫Associate product with desirable imagery

to make it seem desirable (classic conditioning)

▫Attractive models, beautiful landscapes, alluring images, buzzwords

• Advertising slogans ▫ Most effective means of

drawing attention to one or more aspects of the product.

▫ A good slogan should State main benefits of

the product or brand Implies distinction

between it and other firm’

Is hard to forget

Make a simple , direct, concise, crisp, apt statement.

Be witty Adopt a distinct

personality of its own Give a credible

impression of a brand Make consumer feel

good Make consumer feel

desire

• Guerilla Advertising▫Advertising in such a way that the audience does not

get the idea that they have been shown an advertisement.

▫E.g A hired person has the Nokia N8 and asks passerbys to take a picture of him. When someone comments on the piture quality he says “I love my Nokia N8 and take it everywhere”

• Controversy▫Controversy draws attention▫E.g United Colors of Benetton▫Used to promote books and films

• Subliminal messages▫ Hidden messages▫ The intention is to appeal to the subconscious mind. ▫ Generally suggestive in nature.

Promotional messages the recipient is not aware of, such as those played at very low volume or flashed on a screen for less than a second, or hidden in the text. Its effectiveness is not supported by scientific evidence, and its use is considered a deceptive business practice in some jurisdictions.

•Public Service advertising

▫Using commercial advertising techniques for non-commercial purposes.