Ad presentation 1
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This document defines advertising and discusses its major objectives and techniques. It summarizes Maslow's hierarchy of needs and explores physiological, safety, love, esteem, and self-actualization needs. It then examines persuasive advertising techniques like using pathos, logos, and ethos appeals. Specifically, it details five techniques - gaining attention, building confidence, stimulating desire, stressing urgency, and seeking response. Finally, it analyzes rational and emotional advertising appeals.
Ad presentation 1
- 1. Definition of advertising Any paid form of non personal presentation and promotion of ideas, goods and services through mass media by an identified sponsor . (Philip Kotler).
- 2. Major objectives Advertising Psychology
- 3. MASLOW’S Hierarchy Of Needs Safety Needs Belongingness & Love Needs Physiological Needs Esteem Needs Self- Actualization
- 4. food
- 5. clothing
- 6. shelter
- 7. air
- 8. water
- 9. rest
- 10. exercise
- 11. Food Shelter Clothing Air Water rest Exercise Physiological Needs : Level One
- 12. safety
- 13. security
- 14. protection
- 15. Freedom from fear
- 16. Safety Security Protection Freedom from Fear Safety Needs: Level Two
- 17. love
- 18. affection
- 19. friendship
- 20. belongingness
- 21. love Affection Friendship belongingness Communal Needs : Level Three
- 22. confidence
- 23. Self respect
- 24. status
- 25. recognition
- 26. Internal Confidence Self respect External Status recognition Esteem Needs : Level four
- 27. Maximizing one’s potential
- 29. Maximizing one’s potential Fulfilling innate aspirations Self actualisation Needs : Level five
- 30. Pathos (Emotional appeal) An appeal to positive emotion like happiness.
- 31. Pathos (Emotional appeal) An appeal to negative emotion like fear and guilt
- 32. Pathos (Emotional appeal) An appeal to negative emotion like fear and guilt
- 33. Logos (Rational appeal) An appeal to logic or reason using statistics or "straight facts" .
- 34. Ethos (Moral appeal) An appeal to credibility or character which will try to convince you that the company is more reliable, honest, and credible; therefore, you should buy its product. Often, a celebrity endorses a product to lend it more credibility.
- 36. 1. Hi ----- 2. Trust Me ----- 3. You Need ----- 4. Hurry ----- 5. Buy 1. Attention-Getting 2. Confidence-Building 3. Desire-Stimulating 4. Urgency-Stressing 5. Response-Seeking
- 37. Rational appeal High quality Low price Long life Performance Ease of use Economy/ Value for money Scientific Evidence
- 38. High quality
- 39. Low price
- 40. Long life
- 41. Performance
- 42. Ease of use
- 43. Economy/ Value for money
- 44. Scientific Evidence Scientific Evidence uses the paraphernalia of science (charts, graphs, etc.) to “prove” something that is often bogus. Statistics and factual information can be used to prove the superiority of the product.
- 45. Emotional Appeals Personal Safety/Security Fear Love/ Affection Humor Happiness/ Joy Nostalgia/Sentiment Excitement Sorrow/grief Pride/Achievement/ambition Self-esteem/ Actualization Pleasure/Comfort Sex
- 46. Security The commercial draws on viewers' fears that their jobs, families, or lives may be in danger if they don't buy the product.
- 47. Fear
- 48. Advertising Psychology Fear Message appeal
- 50. Love/affection Using sentimental images (especially families, kids and animals) to sell products.
- 51. Humor Humor is a powerful tool of persuasion. If you can make people laugh, you can persuade them.
- 53. Nostalgia
- 54. Excitement
- 55. Sorrow/ Grief
- 57. Self- esteem
- 59. Sex Sells Using sexually charged images to sell a wide variety of products.
- 60. Sex Sells
- 61. Emotional Appeals Social Recognition Status Respect Involvement Embarrassment Affiliation/belonging Rejection Acceptance/Approval
- 62. Recognition
- 63. Status/Snob Appeal Arouses the desire to achieve status or wealth or to feel superior.
- 64. Respect
- 65. Involvement
- 66. Embarrassment
Editor's Notes
- #3: Caputre attention - tell the market about the product , and build awareness of both the product and the company. Arouse and hold interest - maintains interest and awareness of a well established product in the market. It is often used to remind consumers of the Brand Make a useful lasting impression - encourage the target audience to switch brands, make the purchase, and create a preference in the market for the product as opposed to its competition