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3 Cards in this Set
- Front
- Back
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3 Characteristics of Ads |
- Repetition: repeat a simple message - Ad Style: early ad style called for plain language or "plain-talk" tradition. Fancy talk made grand claims - Ubiquity: ads are everywhere to catch consumers attention
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Inventory of Human Needs |
Need for: - Sex - Affiliation: largest number of ads use this, looking for friendship, make you worry about losing friends - Nurture: seeing a puppy or child, appeals to maternal or paternal instincts. - Guidance: father mother figure can appeal to your desire for someone to care for you, Betty Crocker - Aggress: desire to get even - Achieve: ability to accomplish something difficult, ex. Sports figures as spokesperson - Dominate: power we lack is what we can look for in a commercial: master the possibilities - Prominence: want to me admired and respected to have high social status, luxury cars, diamond rings - Attention: want ppl to notice us, cosmetics are a natural for this approach - Autonomy: within crowds, we want to be singled out - Escape: flight is very appealing, - Safe: be free from threats, insurance ads or bank ads - Aestetics sensations: beauty attracts us and classic art or dance - Satisfy curiosity: facts support our belief that info is quantifiable and numbers and diagram - Physiological needs: sleep, eat, and drink. Pizza ads appealing late at night. |
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Regulated by Fed. Govt. |
FTC: - Main agency enforcing ad laws and regulation. - Advertisers must have evidence to support their claims - Cannot be unfair FDA: ex. Cheerios lowering cholestal FCC: - regulates broadcast media and posses ability to control advertising
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