The Importance of Understanding Ads: An Introduction to Advertising Pham’s RAM Fall 2013.

But Wait…Let’s ReviewBut Wait…Let’s Review

What are the 6 questions and their single-word counterparts?

group tasksgroup tasks

Introduce yourselves.

Create a list of good advertisements verses bad advertisements

Think effective v. ineffective.

Be as specific as possible so I can find them online.

Discuss characteristics of an effective or ineffective ad as a class.

Be prepared to hand me your lists before you leave.

Let’s Examine Some AdsLet’s Examine Some Ads

Divide a piece of paper in half.

Label one half “good ads,” and label the other half “bad ads.”

As you watch, create a list of qualities that makes ads good or bad.

The iPad The iPad

http://www.youtube.com/watch?v=btfbIVGES1I

Snickers (with Betty White)Snickers (with Betty White)

http://www.youtube.com/watch?v=18ya0-OZ58s

The Guardian (Newspaper)The Guardian (Newspaper)

http://www.youtube.com/watch?feature=player_embedded&v=vDGrfhJH1P4

Chipotle: Back to the StartChipotle: Back to the Start

http://www.youtube.com/watch?feature=player_embedded&v=aMfSGt6rHos

Food for ThoughtFood for Thought

The typical American teens sees 3,000 ads per day (Mehta 10).

Tainted Truth tells us that, as a society, we “are exposed to 12 billion display ads, 2.5 million radio commercials and more than 300,000 television commercials” on a daily basis.

BombardedBombarded

With your group, create a mind map of all

the places where you are bombarded with advertisements.

Try to think beyond the obvious.

Recap…Recap…Effective

Humorous

Attractive

Emulation (celebrities)

High quality resolution, acting, etc.

Memorable jingle/song/catch phrase/slogan

Music (must have “good” singing or a turn-off)

Subtle, doesn’t feel like I’m being “sold” to

Ineffective

Low budget

Bad quality (camera, editing, etc.)

Bad acting

Boring/corny/lame

Cheesy catch phrases/rhymes

Unreliable characters

Bad product

Bad music

Narrow demographic (doesn’t apply to me)

Too “in your face”, obvious

Advertising Warm-up: Old SpiceAdvertising Warm-up: Old Spice

http://www.youtube.com/watch?v=owGykVbfgUE

What are the effective and/or ineffective qualities of Old Spice’s marketing campaign?

Who is the target audience?

Is the information fair, accurate, and complete?

Let’s ChatterLet’s Chatter What is the purpose of advertising? What types of

companies advertise most?

What effects, both positive and negative, does advertising have on our society?

How much control do we have over the number of advertisements we see or hear?

Have you ever been personally affected by an ad?

Why are more advertisers starting to target children and teens?

Do advertisements lie? How often do you question them?

Things to Think About. Things to Think About. From the mouth of an advertising agent

in James Steyer’s The Other Parent: “If you tell [kids] to buy something, they are resistant. But if you tell them that they’ll be a dork if they don’t, you’ve got their attention. You open up emotional vulnerability…” (100).

Materialistic individuals suffer more depression, have poorer relationships, and use more drugs, alcohol and tobacco (Steyer 100).

Things to Think About. Things to Think About. Today, marketers spend 3 billion dollars

per year targeting children, 20 times as much as was spent a decade ago (Steyer 103).

Carolle Stroller, a kindergarten teacher, notices how children used to bring in artifacts from family trips or pictures from travels for show and tell. Now they bring in action figures from movies and toys from fast food restaurants (Steyer 105).

Paradox of choice

Proctor and Gamble: Best JobProctor and Gamble: Best Job

http://www.youtube.com/watch?v=uGJGQQVNqjg

Eagleman (Car Insurance)Eagleman (Car Insurance)

http://www.youtube.com/watch?v=O4-e4nlfdRI

Doritos: FashionistaDoritos: Fashionista

http://www.youtube.com/watch?v=QmhhbJIBoNs

Direct TV: Charlie SheenDirect TV: Charlie Sheen

http://www.youtube.com/watch?v=TFJAe9snWDg

5 Hour Energy: Doctor Review5 Hour Energy: Doctor Review

http://www.youtube.com/watch?v=ZSHCbizqIo0

Coke: Polar BearsCoke: Polar Bears

http://www.youtube.com/watch?v=1V1oNGOVo-4&feature=player_embedded

Go Daddy: The CloudGo Daddy: The Cloud

http://www.youtube.com/watch?v=4FLcKYKdXJw&feature=player_embedded

Group TaskGroup Task

With your group, come up with a question or idea to challenge the claim of the advertiser.

Looking aheadLooking ahead

WHY is dissecting ads so important?