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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
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.
Regulated by Fed. Govt.
FTC:
- Main agency enforcing ad laws and regulation.
- Advertisers must have evidence to support their claims
- Cannot be unfair
FDA:- ensures that label and packaging claims are accurate
ex. Cheerios lowering cholestal
FCC:
- regulates broadcast media and posses ability to control advertising
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