Product = the media product itself that needs to be sold to the audience
Placement= when in the year a media product is released e.g. summer clockbusters , horror films during october family films during the holiday seasons
Promotion= the way in which medis texts and products are marketed e.g trailers, posters and interviews
Price = the amount thatb peoiple are willing to pay for the product
Advertisers use a tried and tested method you're probably not familiar with:
1. create an alluring and attractive fictional world
2. Invite the audience to identify with or imagine themslves within this fictional world
3. hint that your life will be better if you buy or use their product
Advertising phychology
Advertising is designed to sugget that a product will supply something that the audience wants or needs.
Some needs that advertisers play on include:
- To be superior to others or part of a superior group
- To be up to date and a trendsetter
- To be a member of a happy family or social group
- To be attractive to look at
- To be popular
- To be wealthy
The advertisements that work in terms of creating interest and desire tend to sell us a lifestyle we desire or represent beliefs and values that we hold to be true
This is achieved through the careful slection of signifers from the broad range of available semantic choices
Unique selling point (USP)
Marketing involves identifying the USP of the media text. This could be the actors, the narrative, director or the other media texts. These are the things that would attract the target audience - anything that makes the product 'sellable'. It is something that the competitors either won't or can't deliver. It differentiates the product from the competitors in a new way that customers will immediately notice the difference.
Advertering techniques:
Direct gaze: Person in the advert looking directly at the consumer
Composition: How it's layed out and put together ( e.g foreground, background, how is it put together?)
Shock tactics: An unexpecetd turn of events in the advert or shocking content to create impactUnique selling point (USP)
Marketing involves identifying the USP of the media text. This could be the actors, the narrative, director or the other media texts. These are the things that would attract the target audience - anything that makes the product 'sellable'. It is something that the competitors either won't or can't deliver. It differentiates the product from the competitors in a new way that customers will immediately notice the difference.
Advertering techniques:
Direct gaze: Person in the advert looking directly at the consumer
Composition: How it's layed out and put together ( e.g foreground, background, how is it put together?)
Repetition: Repeated sound, imagery, phrase
Association: A connection or cooperative link between people and organisations
Slogan: A catch phrase - usually short and striking so it's memorable for the audience, It can be importants in putting your brand message across
Body language: The way you portary the people in the advert can convey the messages the brand wants to promote
Colours: to promote moods and emotions
Intextuality: Links to other ads, films,celebs,pop culture ect
Rule of thirds:
Appealing to the head (practicalities): Financial offers to grab attention
Focal point: Draws in your attention
Testimonials: Showing loyalty to a company
Appealing to emotion: Connects or relates to the audience, evokes emotion so the audience becomes more engaged
Symbolism: The use of symbols to represent ideas/qualities
Celebrity endorsement: A marketing strategy used by brands/companies/non-profit organisations which involves a celebrity, using their status to promote a product
Post-modernism advertising:
What is postmodernism?
- Following 'modernism'. The modernist world consisted of : - scientific discovery, belief in science/religion,objectively/being objective, logical,rational, The search for meaning, Unity/authority, Believing in a truth - there is a point to the world and all that is in it and looking for it...
Post-modernism - follows modernism and questions its foundations
- Post-war
- Lack of belief in anything-rejection of grand narratives like religion, science, scepticism
- No truth, no meaning
Some features of postmodernist advertising:
hyper reality: The stimulated world blurs with reality - and is often a more attractive place to be...
fragmentation: A fragmented world made up of hundred of parts/no unity
indenturing of the subject/identity:
the audience customers/constructs the meaning and interacts
playfulness and irony
intextuality,homage and parody
randomness