Kategorie der abstrakten: Erdkunde


Table of Contents


  1. Introduction ………………………………………….….3

2. Advertising in today´s society…………………………..3

3. Advertising agencies and the making of an ad………….4

3.1. Keywords…………………………………………………………...4

3.2. Very important for the advertiser: the "AIDA formula"……….5

4. Advertisement types………………………………………5

4.1. Above the line………………………………………………………5

4.2. Below the Line………….…………………………………………..6

5. Taking a commercial to pieces………………...…….…...7

6. The Influence of Advertisements on the Customers´ Shopping Behaviour……………………………………………………..7

6.1. Psychological tricks…………………………………………………7

7. How to avoid "advertising traps"…………………………8

8. Sources…………………………….………………………..8

9. Examples for advertisements

ADVERTISING

-THE ART OF PERSUASION-

1. Introduction

In 1927 the British novelist Aldous Huxley wrote a brief but remarkable essay entitled "Advertisement". In it Huxley wrote that he had "discovered the most exciting, the most arduous literary form of all, the most difficult to master, the most pregnant in curious possibilities. I mean the advertisement. It is far easier to write ten passably effective sonnets, good enough to take in the not too inquiring critic, than one effective advertisement that will take in a few thousands of the uncritical buying public…. A good advertisement has this in common with drama and oratory, that it must be immediately comprehensible and directly moving. But at the same time it must possess all the succinctness of epigram…. No one should be allowed to talk about the mot juste or the polishing of style who has not tried his hand at writing an advertisement of something which the public does not want, but which it must be persuaded into buying."

2. Advertising in today´s society

Advertising is a huge global business. No business can succeed without it, no name products appear on the market without being backed by advertising. Food, clothing, furniture, accessories, cosmetics, books, toys, everything displayed in the store is a result of intensive competition and expensive promotion on the part of each manufacturer to induce the stores to stock and stack his product. Each year billions of dollars are spent in attempts to influence our decisions and to persuade us to spend more.

On the high street, on public transport, in newspapers and magazines and on television we are bombarded with images and slogans (between four-hundred and three-thousand advertising messages per day!) designed to make us part with our cash. But for the most part we love it, secretly at least. We may resent the hideous sign that invades the beauty spot, loathe the commercial that interrupts a TV show, but we reach for our newspaper or favourite magazine not only for an update on the news but to scan the ads for bargains or to enjoy looking at them.

Because of the enormous amount of advertising there is around, the advertising industry is constantly trying to come up with new ways of getting our attention ("Sex sells!",…).

3. Advertising agencies and the making of an ad

In very general terms, the function of an agency – which usually consists of executive, creative, research, media, technical, and administrative departments – is to present to its client a new, catchy, and practicalen-GB" style= "margin-left:0in; margin-bottom: 0in">In the world of advertising, everyone´s thinking is focused on now or on the future, never on the past.



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