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C. Types of advertising:
Informative advertising:
-tell the public what goods and services
are available, eg. Job vacancies in
newspaper
Persuasive advertising:
-place special emphasis on product
brand, persuade consumer to buy a
certain goods or service
D. Types of advertisements:
Posters
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Banners
Leaflets/booklets
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TV
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Radio
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Web Advertising
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Others
-- Building
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-- Bus stop & vehicles
E. Advertising media:
Television:
-the most powerful and effective
medium
-reaches a wide audience
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-advertisers may sponsor an entire
show or buy a spot time for a single
commercial product during or
between programmes
Radio:
-like TV, advertisements are made in
breaks in programmes
-only audio presentation available
Newspaper:
-it is a popular advertising medium
-it offers a wide range of
advertisements
-used extensively by small-scale firms
since it is relatively cheap (some
pages are expensive)
Magazines & periodicals:
- an effective way for advertisements
to reach a certain group of
customers
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Direct mail:
-advertising materials are sent directly
to customers by post or by faxetc
Outdoor media:
-advertising messages are placed in
locations which are exposed to
people outdoor.
-they are usually reminder-type of
advertising, like posters and
signboards
Transit advertising:
-all types of advertising signs on or in
public transport vehicles, like car
cards, traveling displays and
advertising panels
Exhibitions & trade fairs:
-firms make use of trade fairs and
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exhibitions to advertise their products
-they are usually held in HK
Convention and Exhibition Centre,
which provides suitable facilities
Web advertising:
-can link to the companys website, so
people can easily get the information
of the company.
-use flash movie to attract people
F. Advertising techniques commonly
used:
Life style:
-people like to buy goods that express
their life styles. Some advertisements
try to show how a product fits in with
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the life style of potential customers
Emotion:
-some advertisements try to create
favourable emotion that will be
associated with the products.
Personality symbol:
-some advertisements try to create a
distinctidentity or personality for the
product.
Technical expertise:
-some advertisements show how the
firm uses its expertise or advanced
technology in making.
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Scientific evidence:
-some advertisements use scientific
evidence or research results to show
that a certain brand is better than
other brands.
Personal appeal:
-some advertisements may use some
well-known ortrust-worthy people to
recommend the products.
Success:
-some advertisements appeal to
peoples desire for recognition and
success.
Fear:
-some advertisements use fear to
persuade the consumers.
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Questionnaires
Analysis
SurveyThis survey was carried out by our team to try to discover
peoples mind of the topics relates to advertisement. We
drafted a questionnaire of 8 statements to which people were
required to respond either Yes or No. The survey was
sent to over 30 from different types of people.
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Questionnaire
Here is the questionnaire we gave to people:
Survey on advertising
Ages 15 16-25 26-35 36-45 46
Sex Male Female
1. You always read all the ads everywhere. Yes / No
2. TV ads are creative and clever. Yes / No
3. Many TV ads are fun to watch. Yes / No
4. Internet ads are fun Yes / No
5. Most ads are boring Yes / No
6. You look at ads when you want to buy something Yes /
No
7. Most ads are misleading. Yes / No
8. Ads are necessary for our economy. Yes / No
9. Which ad do you think that is the most creative?
______________________________________________
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Thank you very much!!!
Results
The table below shows the basic summary of the results of
our survey (questions 1 to 8):
Conclusions
From the results above we can clarify that under
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NO. OF
PEOPLE
STATEMENT NUMBER
0
5
10
15
20
25
30
1 2 3 4 5 6 7 8
Yes
No
unknown
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two groups. Firstly, we can clearly see that
many people think advertising are neither fun
nor bored. That means advertising have various
and all-round development. Also, people think
that advertising is very important for our
economy. Next, we can see these advertising at
everywhere. The results of this survey show the
importance of advertising, their functions and
their effect for people. In addition, this implies
that advertising will develop very thriving and
successful in the future.
Discussion
In this part, we will discuss advertising or
message in three main ideas, their
positive effect, negative effect and
creativity.
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Section A --- Positive advertising
Purposes: Some advertisements do not only
used for advertising of a certain product or
service, but also used to give the public a
positive message, like education, advice or
informational.
Education
Some
advertisements are
sending the
educational
messages to the
public like as
directions.
For example:
This advertisement aims at teaching people how
to use fireproof facilities when there is a fire?
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Advice
Some advertisements are
sending the advisable or
persuasive messages to
the public.
For example:
This advertisement
advises people not to take drug.
Information
Some advertisements are sending the
informational messages to
the public.
For example:
This advertisement aims to
give some information to
people about the carnival.
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According to the survey,
although advertising can
give us useful information,
not all people watch them
before they want to buy
something.
Section B --- Negative advertising
Some advertisements give out misleading
messages, so as to gain more benefits. Most of
these advertisements are
exaggerated, misleading, too
vague or do not match to the
real situation.
According to the
interview, 57% of the interviewers agree that
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Q7. Most ads are misleading
1713
0
5
10
15
20
Yes No
Numberofpe
Q6. You look at ads when you want tobuy something
12
18
Yes
No
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most ads are misleading
.
Case study 1: Beauty (exaggerated)
Nowadays, there are many beauty
advertisings. But some of them use exaggerate
technique to induce women. The advertisement
states that one could loss 11 pounds in 5 hours.
But lots of them cannot have weight loss at last.
And there is no enough evidence to prove.
Case study 2: Property Business (toovague)
In the property business advertising, the
information is not enough and too vague. The
advertisement only shows the good points. They
concealed something that is not good to make
the customers believe that house or unit is very
good and buy it.
Case study 3: Model Agency Company
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(not match to real
situation)
The agency uses the leaflet to induce people.
They always find their targets in the street.
Maybe the targets are slim or beautiful. The
agency will say the targets have intelligence to
become a model and they will say something
good about being a model.
When the target arrives at the company, the
staff of the model agency company will ask the
target to pay money for joining their model
course. After they paid the cost, the company
then closed later. They loss their money and
know that they were being cheated by the
model agency company
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Section C--- Creativity advertising
To become more attractive and then illustrate
the circulation of a certain product or service,
the advertisements nowadays become more
creative than the past.
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Q4. Internet ads are fun
20
1
9
Yes
No
Unknown
Q2.Tv Ad. are Creative
3
5
22
Yes
No
Unknown
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advertisements.
The way to show the creativity in
advertisements:
In the content of advertisements:
An insurance company, Blue Cross (Asia-Pacific)
Insurance Limited tries to promote their new
plans through TV-advertising. And carry out the
idea that they can provide all sorts of insurance
services.
Recently, there are 4 men
singing national song before
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drinking the beer in a advertisement of a beer
company, to show the importance of the beer.
A telephone service company, Sunday, used the
sense of fear and funny to promote the new
service plan of the company.
The SCMP used the sense of funny to promote a
magazine of the company, and to attract more
peoples attention.
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The advertisement of Vitasoy International
Holdings limited, promotes the new drink by
encouraging Hong Kong people to relax.
Distributing methods:
:
Many internet services company set
up counters in the street.
Some companies
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employ people to distribute leaflets in the
street.
Some
companies would like a star to represent their
companies.
There are advertisements outside buildings.
Olympus, the famous
brand of cameras, uses a
big screen and an active
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camera to attract peoples attention.
McDonalds use the MTR train for promotion.
There are graffiti outside the train, and also
some hip-hop pictures inside the train. These
attract the teenagers most.
There are some advertisements on the top of
bus stops, like the pictures company to promote
a new movie.
And also some firms use the top of
a bus stop to promote their new
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products.
Some restaurants employ people
to act their logo, and distribute
leaflets to the public in the street.
This Week Focus :Advertising of
TelecommunicationServices Companies
Introduction
Nowadays, the business of the
telecommunication is very popular. You
can speak out some of their brands
easily. Also, the development of this
is very fast and diverse. Actually,
the competition is very serious. How
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did these telecommunications service
companies promote their products and
services? We will analyses this situation under
three groups (positive, negative and creative).
A. Positive
The companies go through the advertisements
to give the information to consumers. It is very
detailed and correctly to explain to consumers.
For example, the advertising gives the message
of mobile phone functions or the company
service. The advertising can also protrude the
unique service for the company.
Example:
Cases 1: 3G is detailed to explain the mobile
phone function, it has a TV function. Its
advertising can let consumers know this
function and up-to-date information. The users
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can have TV channels via their 3G phones. The
consumers can know the mobile phones
advantage through the advertisement.
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Cases 2: 1010 promoted a new Nokia 6230.
The advertising explained the mobile phones
function. And the information taught the
consumers how to use the mobile phone, letting
consumers understand how to use the mobile
phones function.
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Cases 3: PEOPLES promoted the companys
service. The advertising protrudes the unique
service of this company. Consumers can try to
use this function. Advertising can get more
information to consumers; such as how much of
this function, how to get this function and what
songs can be chosen.
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B. Negative
Nowadays, under the vigorous competitio
n,manytelecommunications companies want to
protrude their product or service. They use
different ways to promote them. Some ways are
exaggeration, misleading, misunderstanding,
etc. The following case studies encompass the
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advertisement of the telecommunications
companies. We will analyze them very detail.
Example:
Case 1: Sunday Boxing Advertisement (TV)
In these advertisements, the Sunday
Communications Limited uses a boxing
competition and a superman to promote their
service. The advertisements convey a message
of the customers can use the IDD service
cheaply. But it conveys a bad message to
people, because it includes violence, children
may imitate their actions. Moreover, although it
claims that the service fee is very cheap, in fact
the customers need to pay a bit fee of this
service or they need to pay other service
charges.
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Case 2: Sunday Advertisement (TV)
It is an advertisement of Sunday
Communications Limited also. The
advertisement misled viewers into believing
that purchasers of the advertised stored-value
phone card would be given free value-added
services.
Case 3: Services on 3 (Leaflets)
Recently, a brand of Hutchison Telecom, 3
promoted a new service. The customers can buy
a new model mobile phone cheaply and 3 offers
4 simple plans. The purpose of this plan
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fascinates more customers to use their service.
Customers can get more benefits in this plan.
If customers use this plan, they need to sign a
6-12 months contract. And the tariff and service
charges are not cheap. Hence, comparing all of
the fees, this plan is not cheaper.
C. Creative
Nowadays, most of the companies try to
present their products or services in a creative
way, thus to attract more attention from the
public. Except to let people have deeper
memories, to promote in different interesting
ways can also make their products or services
clear and show the unique image to the public.
In this part, we will get a look into the
advertisements of different telecommunication
services companies. In Hong Kong, there are a
number of telecommunication services
companies. They try to promote their services
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and service charges plans in different ways.
They build up stalls to get closer to the public
and to promote their services. Also, they set up
homepages of their companies to let their
customers know more about themselves.
PCCW ( www.hkt.com/ ) CSL (www.hkcsl.com/main_c.html)
Different ways of promotion of the
telecommunication services companies:
The 3 Shop tries to promote their new 3G
mobile phone services, they use leaflets that
are in different colours to promote their
different services, such as blue for sports TV
channel.
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[ 3G leaflets]
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SUNDAY Communications Limited uses a
colorful and interesting way to promote their
ringtone service.
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CTI promotes their new service charges plans by
a superman and a beautiful girl.
New World Mobility uses a banner printed like a
man climbing on the wall on the building to
promote their new plan.
SmarTone tries to promote their new image by
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the slogan Simple words, easy to understand.
Conclusions
According to the result of above analysis, we
know that advertising of telecommunications
service companies is various and manifold. The
companies will put their effort on advertising to
promote their products and services. We can
anticipate that these advertising will have extra
space to develop and improve.
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ConclusionAccording to the survey,
the majority of people think
that advertising is all
around them.
Nowadays, people also
have different ideas about advertising. Some
people will support the advertising, others will
object this.
People support to advertising and the
reasons are as follow. First of all, advertising can
provide information. Many advertisements are
designed to inform consumers about the use
and development of products or convey certain
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Q1. Ad. in everywhere
19
11
0 5 10 15 20
Yes
No
The Number Of People
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messages. Also, advertising encourages
competition among companies and consumers
can have wider choices on products.
The reasons that people object to
advertising are as follows: Firstly, many
advertisements in mass media are actually
wasting resources because consumers ignore
most of the advertisements. Secondly,
advertisement (especially persuasive
advertisement) persuades people to spend
money on things they do not really need by
techniques like sense of fear, romance,
temptation, etc. Also, costs of advertising are
passed on to consumer (sale price higher). Next,
some advertisements are deceptive and
mislead the consumer. In general, people object
this.
After our groups discussion, we have final
idea. We can classify our reason under three
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Q8.Ads are necessary for our economy
Yes
90%
Unknown
7%No
3%Yes
No
Unknown
main groups.
Firstly, Advertising is good to the society.
Advertising supports mass media like TV, radio,
newspapers and magazines, then the costs of
these mass media can be much lower. They
may also sponsor cultural
and entertainment
activities. Also, advertising
is good for consumers.
Consumer can enjoy more
and better goods and at
lower prices. That means the living standard is
increased and living cost is decreased. Finally,
advertising is also good for companies.
According to the interview, most people think
that advertising is important for economy.
Companies can raise their goodwill and raise
the sales through the advertising.
As the conclusion, advertising is important
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to our life. Also this can affect us easily.
Reference
A. Book references
1) Advertising Age Handbook of Advertising
[ Must Read] --- 2000
Author: Herschell Gordon Ltwis & Carol
Nelson
2) Advertising on the Internet ---1995
Author: Neil Barrett
3) Modern Advertising
[] ---1997
Author:
B. Leaflet references
1) TVB Weekly
2) Eat & Travel Weekly []
3) Next Magazine []
4) From Hong Kong Academy for Performing
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Arts [HKAPA]
C. Web Site
1) http://www.bluecross.com.hk/b5/aboutus/
tvc.htm
2) http://stripeboy.com/astalk/index.php
3) http://www.hkt.com/chi/
4) http://www.hkcsl.com/main_c.html
Editors Comment
Kitty lo
In this society, advertising which give
some information to everyone, play an
important role in life. In this project, I
can learn to unite spirit. We need find
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more information to do this project. And
I feel a project isnt to do for one
people, because a project is much
information to deal with. So, I think to
do a project is not easy.
Michelle wong
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When I do the project I know more
about advertising for example positive,
negative and creativity. I learned how to
do a good project. First, we need discuss
what we topic will do and how to organize
our project. Then we have division of
labor, such as search information, take
photos, interview, etc. Last we collected
all of the information and put then in
order.
In process of doing the project, we
encountered some difficulties. Some times
we have different opinion. We cannot
make a decision fast. But we chose a
best way to solve the problem at last.
We can increase our friendship while we
solve the problem.
Through the project we know that
teamwork is very important.
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Bonnie ho
When doing this project, I know more
about advertisement and advertising.
There are more ways to advertise than I
can think of. When doing this project, I
paid more attention to the advertisements
around, not only their way and also the
creativity of them. This made my
creativity seems to be improved also.
This is the first project after I came
to this school. I have to learn to work
with other people. Luckily, our group
worked happily together. And I can really
understand what is division of labour and
work it out in the daily life
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Yvonne ng
Before doing this English project, I
never pay my attention to advertising. I
think advertising just accessorize for the
life. Nevertheless, finish this project
given me some different idea and
message. We find that advertising is
important for our economy and peoples
life.
Although we have many problems when
doing this project, we also have solution
to solve them. In addition, we tried
something what we never do that. For
example, we take the leaflet at street
(majority people, include me, will not take
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this at street). Also we have deep
knowledge for advertising.
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E N G L I S H P R O J E C T
PRODUCER
Bonnie Ho (6B04)Kitty Lo (6B05)Michelle Wong (6B09)Yvonne Ng (6B18)
EDITOR IN CHIEFYvonne Ng
EDITOR
Bonnie Ho (Creativity)Kitty Lo (Positive)Michelle Wong (Negative)
ART DIRECTORBonnie Ho
QUESTIONAIRESES DISTRIBUTIONBonnie HoKitty Lo
Michelle WongYvonne Ng
QUESTIONAIRES ANALYSISYvonne Ng
PHOTOBonnie HoYvonne Ng
REFERENCE COLLECTIONBonnie HoKitty LoMichelle WongYvonne Ng
PUBLISHERYvonne Ng
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AdditionalInformation
Advertisings clippings- 58 -
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Questionnaires