Introduction
What is advertisement? Why do we add them to the newspaper or TV channels? How often do you watch TV commercials? Do you like them? Of course, each newspaper, magazine and even TV channel has several types of advertisements. Each advertisement, in its turn, has its own features, strategies and target audience.
Today you are going to learn some advertising strategies and learn how to identify them :)
Task
1. Visit https://www.youtube.com/watch?v=zSlhbBBBi3A and watch the TV commercial for Mercedes cars. Did you like it? How do you think what the idea and message of this commercial was? Discuss your ideas with your classmates
[video: https://www.youtube.com/watch?v=zSlhbBBBi3A]
2. Visit https://en.wikibooks.org/wiki/Advertising/Strategies and http://www.marketingdonut.co.uk/marketing/media-advertising/press-and-directory-advertising/advertising-strategy and write out the notions describing advertising strategies and the reason of their use.
3. Fill in this table with necessary information:
|
Strategy |
Meaning |
|
Emotional appeals |
|
|
Slogan |
|
|
Persuasion |
|
|
Spokesperson |
|
|
Bandwagon |
|
Process
4. Now you are going to be an advertising critic;) Visit https://www.youtube.com/watch?v=dBbrpemT7k8, watch TV commercial of Evian water and answer the following questions:
- What is the message?
- What target audience is the message aimed at?
- Are you part of target audience?
- Do you find the message convincing?
- What strategies were used in this commercial?
Evaluation
Ask your teacher to assess your work :)
And complete self-assessment. How do you think, did you understand the advertising strategies? If not, what strategies do you need to read more about? You may use the following table to help you to assess yourself
|
Discussion of the Mercedes commercial: |
20 |
|
Identifying the types of advertising strategies, filling the table with necessary information: |
30 |
|
Identifying the message of a commercial and its strategies: |
50 |
Conclusion
4. Your hometask is:
a) to visit https://www.youtube.com/watch?v=9b9xFeQrPrs and watch Top 10 Most Inspirational Ads of All Time, after this you should choose one of the commercials and explain its strategy, target audience. Use questions that we have used before to help you.
[video:https://www.youtube.com/watch?v=9b9xFeQrPrs ]
b) Imagine that you are the CEO of a very big company that sells pens. Your PR manager was fired last week, but you have to improve your company's selling rate. What commercial will you create in order to save your company? Act your commercial out. Use strategies that we have discussed earlier. Have fun with it!)
