Assignment 1: Advertising Sectors, Platforms, Persuasive Techniques andConsumption

The Brief

As an intern, you have been commissioned by the marketing agency ‘Cre8tive Works’ to create an online campaign for a one of their range of youth-oriented products using banner ads.

Before you start working on the client brief you need to show you understand advertising types and styles across different media sectors and that you are familiar with advertising conventions to sell to their target audience. You also need to show you can work collaboratively using digital presentation software.

You will profile this target and investigate the use of persuasive techniques in adverts from at least two different media sectors.

Include these illustrative examples in a series of summary reports to the Head of Creative at the agency via a blog portfolio to convince them you understand the following:

● different types and styles of adverts

● advertising conventions

● how profiling has been used to target specific audiences

● the use of persuasive techniques.



Task 1 Class Outline

 

Part 1 Prezi 1: Sectors

1. Re-cap the definitions of media ‘sectors’.
2. Mobile Advertising by Sector. (whole class activity)
3. Drag the examples of our adverts under the correct label of the different sectors (broadcast, print etc.). Share and upload to the blog

 

Sectors New Media Platforms

Roopa: Via devices (Xbox, Apps, phones)

Nigel & Shontiece: Via websites (Pop Ups, Banners, viral videos, streaming, Flashmobbing?)

Tom: Interactive (advergames)

 

Sectors Old Media Platforms

Jeremiah: Via broadcast (TV ads, On Demand services)

Kenny: Via print (magazines, newspapers, bus or billboard)

James: Via cinema (trailers etc)

 

Ways Audiences Consume

Ese: non-digital consumption: print-based media, e.g. reading adverts in newspapers,

magazines, billboards, on buses, cinema adverts;

Daniel: captive audience (can't skip ads in cinema or live TV);

Ashley: passing audience; (background)

Josh: casual audience

Daniel: access through digital devices, e.g. tablet, PC, 

laptop, smart phone, games console;

Tim: audience control; (advergames, interactive)

audience targeting (smart profile ads like amazon)

 

Part 2 Prezi 1: Distribution platforms & Consumption

1. Drag the platforms and sectors under the correct category 
2. Add in with the correct definition of what sector and platform 
3. Add in examples of adverts under the correct platform  
4. Drag the correct categories of how they are consumed  
5. Add comments to describe your example advert is consumed.  

Part 3 Audience Profile & Individual Blog Post: Comparison of Sectors, Platform & Consumption

1. Complete an Audience Profile for yourself as a Youth Consumer (see blog post task)
2. Embed Prezi 1 in a new post on your blog.
3. Choose 2 examples from the Prezi - 1 old Media, 1 New (one must target a youth audience)
4. Compare the differences between Old vs New adverts:

On your blog post discuss:

• What are the differences between these 2 different types of advertising sectors (ie billboards and pop ups) 
• Where would you find these ads (ie what websites Youtube etc, which magazines, in the street, pop ups when browsing, advergames, billboards in the street)
• How does the audience consume them differently (interactive, play an advergame, rewteeting and liking, casually walk past, captive audience in the cinema or on demand, skip ads on youtube)

 

Part 4: Prezi 1 Types of Ads
Contribute towards a class presentation

 

1. Select an example from the blog for the correct advert type you have been given
2. Provide a definition and explain what makes this advert type recognisable
3. Justify why the example you have chosen fits into this type

• Tim: the demonstration advert (of the product or service)
• James & : the problem advert (where a problem is solved by the product or service)
• Joshua & Kenny: the symbolic advert (e.g. where a flu germ is portrayed as an alien)
• Daniel & Daniel: the comparative advert (comparing the product or service with similar products or services on the market)
• Roopa: the perfect story/lifestyle (use of the product or service creates the perfect outcome, e.g. using a certain washing powder on your shirt gets you the job interview)
• Nigel: benefit based (opposite to the problem-based type, where the positive effect of the product or service is emphasised, e.g. you will look younger)
• Ese: testimonial (‘real’ people explaining why they love the product or service)
• Jeremiah: celebrity adverts (celebrity endorsed; episodic or story based)
• Tom & Shontiece: USP (unique selling point: something no other product has) 
• Ashley: parody (where the advert mimics the format of another advert or media product, e.g. an advert for a pasty using the imagery and voiceover of an expensive perfume advert

 

Part 5: Individual Blog Post: Comparison of Types

1. Embed Prezi 1 in a new post on your blog.
2. Choose 2 different types examples from the Prezi - your original one and one other (one must target a youth audience)
3. Compare the differences between the 2 types of adverts (ie Comparative and USP)

On your blog post discuss:

• What makes each one recognisable in a different way (use the content in the Prezi)
• What are the differences between these 2 different types of advertising?
• Are either effective or common in targeting a youth audience?

 

Task 2: Persuasive Techniques & Conventions

 

Part 1: Prezi 2 Persuasive Techniques

Contribute towards a class presentation

1. Select an example from the blog for the correct advert type you have been given
2. Provide a definition and explain what makes this advert type recognisable
3. Justify why the example you have chosen fits into this type

 

● emotional appeal: 

Jeremiah: evoking negative emotions, e.g. fear, pain, guilt
Daniel & Shontiece: evoking positive emotions, e.g. happiness, joy, inspiration, aspiration
Tom: evoking compassion, e.g. pathos, empathy, sympathy, sentimentality

 

● appeal to logic or reason:

Nigel: facts and figures about the product or service
Daniel & James: features & benefits
Josh: unique selling point (USP)

 

● appeal to credibility or character:

Ashley: the ethics of the individual, e.g. charity campaigns
Kenny: reliability of product or service, e.g. through longstanding institutions or products
James: brand identification (associations of quality, kudos or prestige of product or service)
Tim: use of statistics from experts to add credibility
Ese: use of celebrity endorsements to add credibility

 

Part 2: Individual Blog Post: Comparison of Persuasive Techniques

1. Embed Prezi 2 in a new post on your blog.
2. Choose 2 different persuasive examples from the Prezi - your original one and one other (one must target a youth audience)
3. Compare the differences between the 2 persuasive techniques used
4. On your blog post discuss:

• What makes each one recognisable in a different way (use the content in the Prezi)
• What are the differences between these 2 different techniques
• Which is more effective or common used in targeting a youth audience?

Part 3: Popplet on Convention of Adverts


Work with a partner
Between you pick one ad from Prezi 1 for a product that targets a youth audience
This must be a different sector from banner advertising
Now pick a banner advert

1. Now working individually, use www.popplet.com to upload the video or image of your own chosen advert (1 banner, 1 non-new media sector)
2. Examine the conventions in your chosen advert using each of the Popples provided
3. Discuss the conventions this ad uses (ie Broadcast has a specific length of time, Print always has a image of the product, pop ups and banners have very little space to use)
4. Screen Capture or Export your Popplet as a PDF or JPEG
5. Post this to your blog

 

Part 4: Individual Szoter Comparison of Conventions of Youth Advertising

1. Share your Popplet with you partner (same product from different sectors)
2. Go to http://www.szoter.com/ and upload your 2 Popplets
3. Compare the conventions of the 2 different sectors:

Discuss:

• Summarise the use of conventions of each type of advertising - banners and ???
• What are the differences between the use of conventions in these 2 ads  (sound or not? Use of language, branding, how the slogan is delivered, more dependent on copy/text?)

Look at exemplar analysis http://shannonspencermedia.blogspot.co.uk/2014/11/advertising-campaigns.html 

 

Post this to your blog for completion of Assignment 1 by 27th April