THE PITCH – 1,2,3,4,5 - structural pattern of an ad AIDA – attention, interest, desire, action...

THE PITCH – 1,2,3,4,5 - THE PITCH – 1,2,3,4,5 - structural pattern of an structural pattern of an

ad ad

AIDA – attention, interest, desire, action

1. attention getting2. confidence building

3. stimulate desire4. urgency stressing 5. response seeking

HI! HI! ATTENTION GETTING ATTENTION GETTING

Over 50,000 new TV ads appear each year – compete for attention

External attention getting Entertainment

Ad InternalEmotional,

physical (sounds) cognitive (reason

Startling images Startling images Benetton clothing: real pictures taken by photo reporters

Universal theme sometimes encounters unforeseen cultural barriers

Squeamish

Revolting

Sex sells: subtle / blatantSex sells: subtle / blatant

““Blonde on the Blonde on the bonnet”bonnet”

Women sell

Perfumes – Perfumes – Romance, Romance, Love affairLove affair

Why employ sexual innuendo?

1. because it works.1. because it works.2. the second strongest of the psychological 2. the second strongest of the psychological appeals, right behind self-preservationappeals, right behind self-preservation

HUMOUR - HUMOUR - positive feelings - motivate positive feelings - motivate

the recipient to buy the presented productthe recipient to buy the presented product

German coastguard

Other strategiesOther strategies

Reversal of expectations

TELL THE TRUTH (stop pretending about the best)

Think small

“Probably the best beer in the world” (Carlsberg)

Duster

2. TRUST ME: CONFIDENCE-2. TRUST ME: CONFIDENCE-BUILDING BUILDING

How?

endorsementsendorsementsAristotle (Rhetoric): the most effective means of

persuasion was the ethos, image projected by the persuader

WHO: Evaluation of persuader:expert sincere, benevolent

Different presenters: authority (Sensodine), friend figures, star

HOW: Confidence words and nonverbals (smiles, gestures),

Endorsements

Turkish airlines

EXPERT POWEREXPERT POWER

Confidence building Confidence building languagelanguage

Quality: excellent, exceptional, ultimate ultra extraordinary finest

urgency appeal: "Hurry... only a few left.“

Beauty: heavenly, lovely, nice

Desire stimulatingDesire stimulatingbenefits promised to the buyers: prestige, popularity, sex appeal

Transfer or Masculine/Feminine Appeal

impression of a “perfect person”. impression of a “perfect person”.

“transfer” the qualities to yourself“transfer” the qualities to yourself. .

Nike--makes you more athletic;

Jordan: young men would like to be as skillful as Jordan; the ad implies that part of his

skill derives from the brand of athletic shoe he wears

Snob Appeal Snob Appeal Luxury and Elegance a feeling of envy or desire for this “fine” product.

Search for Adventure Search for Adventure

buying the product will change your life

Romance Romance “Take my hand. Discover“Take my hand. Discover Bora Bora

Bora perfume”Bora perfume”

Fragrances, automobilescosmetics

Bandwagon Bandwagon everybody” is doing it, appeals to you to be a part of the everybody” is doing it, appeals to you to be a part of the

crowd (gregarian)crowd (gregarian)

Pepsi – generation nextAs you watch - what are the characteristics of this

“generation”?

Hurry: Urgency Hurry: Urgency stressingstressing

The claims seek an emotional response:

•to rush us to buy something •to believe something without careful thinking •creates an anxiety that we might lose a benefit

? How do we signal that something is urgent?

WORDS: Limited WORDS: Limited Offer; Never Again; Offer; Never Again;

Time running out; Time running out; Time-sensitive Time-sensitive

material; Today Only; material; Today Only; Weekend Sale; You Weekend Sale; You

must respond within must respond within

24 hours24 hours

NONVERBAL: sights and soundsNONVERBAL: sights and sounds

in the background suggesting urgency:

- staccato sounds, clocks ticking, timers clicking, hourglass sands draining, drums beating,

- fast-talkers, auctioneer's chatter,- disappearing items, or shrinking stocks

Buy – response seeking Buy – response seeking

triggering words Buy, Get, Select, Order; TAKE A first step: call….;

use the product: taste, feel, enjoy, experience