ADVERTISEMENT

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is important?

How
Important
Is It?
 Advertisement (Ad)
Audio, visual, or audio-visual
notification purposed to persuade and
motivating people to buy or use the
product or service that offered or
informed.
 Kind of Advertisement:
• Commercials
Ikea, Aice, Aqua, Wonderful Indonesia, Garuda, etc.

• Non-commercials
political parties, governmental agencies, organizations,
NGO, etc.
 Types of Advertising Media:

•Broadcast Media : Television, Radio, Whatsapp, etc.

•Print Media : Newspapers, Leaflets, etc.
•Online Media : Facebook, Instagram, Youtube, etc.
•Outdoor Media: Billboard, exterior Bus, etc.
•Specialty Media : Carry-Bags, Caps, etc.
Newspaper Magazine

Television

Radio Outdoor
Good & Effective Advertisement
• Memorable
• Effective Targeting
• Entertaining
• Grabbing Attention
 LANGUAGE OF ADVERTISEMENTS
LANGUAGE MARKETING AND
ADVERTISING
a powerful influence choice of language to
over people and their convey specific
behaviour messages with the
intention of influencing
people is vitally
important

LANGUAGE OF ADVERTISEMENT
• Normally very positive
• Emphasizes why one product stands out in
comparison with another
• May not always be "correct" language in
the normal sense. For example, "It gets
clothes whiter", but whiter than what?
 PSYCHOLOGICAL APPEALS IN ADVERTISEMENT
 Psychological appeals are techniques that ads use to stimulate
people’s internal desires.
 These appeals directly or indirectly influence the subconscious mind
of the consumers and get them to buy products.

1. Bandwagon
“Four out of five people interviewed said they preferred ‘Kream’ to any other
toothpaste. What do they know that you don’t know?”

2. Sex appeal
The suggestion that other people will think that you are more attractive or desirable
because you use that product. An attractive model may be used to gain your attention.

3. Transfer
The suggestion that using the product will make you look or feel like the people in the
advertisement. That is, positive feelings or qualities of the people in the ad are
transferred to you.
 Advertising appeals are
communication strategies that
marketing and advertising
professionals use to grab attention and
persuade people to buy or act.

These appeals directly or indirectly

influence the subconscious mind of
the consumers and get them to buy
products.

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 1.
Emotional Appeal

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Appealing to your audience's emotions can be
achieved through strong imagery, impactful text
or powerful music. An emotional advertising
appeal depends more on feelings and
perceptions than logic or reason to provoke
action.
 2.
Fear Appeal
A fear appeal is a persuasive message that attempts to
arouse fear in order to divert behavior through the threat
of impending danger or harm. It presents a risk, presents
the vulnerability to the risk, and then may, or may not
suggest a form of protective action. Fear is also
important factor that can have an incredible influence on
individuals

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 3.
Humor
Appeal
 Humor appeals make
consumers laugh and create
an emotional link with the
product. A well-executed
humor appeal enhances
recollection, evaluation and the
intent to purchase the product.

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 4.
Endorsement
Appeal
Endorsement appeals are incredibly common in
advertising and can be used for just about any
product or service. Endorsement appeals are
especially good when you have access to a
celebrity or credible person or organization that
is willing to publicly endorse the product or
service you are advertising.

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 5.
Youth Appeal
The Youth Appeal persuades people to
purchase a product because they feel it will
make them feel younger in some way, either in
appearance or in attitude. Many people,
especially those over the age of 40, have a
longing desire to feel young again, particularly
when their bodies aren’t as able as they once
were. The Youth Appeal tugs on this desire.

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 6.
Musical
Appeal
× Music can be used as types of
advertisement appeals as it has a certain
intrinsic value and can help catch attention
and increase customer recall. Music can
make or break an ad by setting tone and
mood just as quickly as imagery.

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 7.
Brand
Appeal
The Brand Appeal seeks to remind
people about a brand they are
already familiar with, to appeal to
their desire to cling to a brand they
already love.
.

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 8.
Social
Appeal
Similar to the Bandwagon and the Snob
appeal, the Social Appeal attracts audiences to
a product or service by giving them a sense of
social acceptance. While the Bandwagon
Appeal encourages people to buy a product or
service because “everyone else is doing it,”
and the Snob Appeal makes people feel like
they’re part of an elite club or deserving of
luxury, the Social Appeal focuses on other
social aspects, like finding joy in friend-
making, feeling included, increasing in status,
or being affiliated with a particular group.

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9. Bandwagon
Appeal
The Bandwagon Appeal attempts to persuade people
by making them feel that a product or idea is popular
and that everyone else is doing it. The idea of the
Bandwagon Appeal is to make people feel like
they’re missing out or falling behind if they don’t
join the crowd and be a part of the trend.

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 10.
Statistic Appeal
 Similar to the Rational Appeal, the Statistics Appeal
persuades people to purchase a product or buy into an
idea or service based on numbers, statistics, and
scientific evidence. Research has shown that people
generally trust numbers (even if they’re not all that
accurate or are used out of context); as such, many
advertisers use numbers and statistics to give perceived
weight to their products’ value or qualities.

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FIVE COMMON ELEMENTS OF PRINT ADVERTISING
1. Headline
• Short and usually large
• Designed to be the first words the audience reads
• Explains to the reader the key benefit or offer you are providing
• A good headline keeps a potential customer reading; a weak headline and the customer turns the page.
2. Image
Any drawing, photograph, illustration, chart, or other graphic designed to affect the
audience in a purposeful way.
3. Body Copy
• Actual text of an ad; particular claims are usually made and specific persuasive words are used.
• Includes details about your offer, details about your store or product and any other information
you want to highlight.
• Keep your body text short and easy-to read.
• Use bullet points or subheadings to break up the text.
• Readers want to get the information they need as quickly as possible.
4. Slogan
A catch-phrase that evokes some kind of feeling about
the company and product; are usually motivating and
empowering; rarely change.
5. Logo
Unique design symbol that helps identify the company
visually; sometimes the company name is written
distinctively and used as the logo
 Exercise
(Analyze the elements of these ads)
 Analyze Advertisements
• How do the design elements? (composition,
angle, light, colour, choice of words, etc).