THE SEVEN DEADLY SINS IN ADVERTISING – Gluttony

With a little persuasion, most of us can be tempted back to our basic desires. Traditionally there are seven deadly sins which tempt us all – most of them are exploited by advertisers. They are: gluttony, avarice sloth, pride, envy, lust and wrath.

Task: The adverts above appeal to our greed for food. Gluttony our first sin is frequently exploited in ads. Look at the Hellman’s adverts again. The pictures of the sandwiches are used to promote the mayonnaise as the topping that rounds off a delicious meal. What other advertising techniques do you notice being used here? What differences do you notice between the adverts? Which advert is more effective and why?

And remember, quite often, adverts that appeal to your desire for good food may also try to reassure you that the product will do you good as well!

THE SEVEN DEADLY SINS IN ADVERTISING – Avarice

The next adverts appeal to the bargain hunter in you.

Avarice (greed for wealth), our second sin is a winner for advertisers – they know few can resist the free gift offer or “buy one get one free” approach.

Task: 1. explain how avarice is used in each of the adverts.

2. compare the adverts above and evaluate which advert most effectively uses avarice and how.

3. do any of the adverts play on any of the other deadly sins and how?

THE SEVEN DEADLY SINS IN ADVERTISING – SlothThe next adverts appeal to the lazy side of our natures. Any advert that promotes a sense of ease, comfort, leisure or luxury appeals to the sloth in us. The sloth will buy a product that allows him or her more leisure time, a product that saves time and money

Questions:Both adverts above suggest that they can make life easier.

1. Write out the copy in the Interco advertisement that suggests how life is going to be made easier. Explain how it is effective and why.

2. How does the copy in the Allen’s advert suggest that this product is both easy to use and also that it makes shows easier to wear?

3. Write a paragraph of copy for an advert for an old people’s stair life that promotes a sense of comfort, ease, luxury and leisure.

THE SEVEN DEADLY SINS IN ADVERTISING – Sloth (continued)

Task:Look at the four adverts above and choose the one that you think most effectively suggests sloth. Write two paragraphs explaining why you think this. You will need to discuss all the key features of the advertisement including, images, copy, colours, layout, logos, slogans, fonts.

THE SEVEN DEADLY SINS IN ADVERTISING – PridePride will motivate the purchase of a product that is marketed as superior and/or exclusive.

Questions:

1. In your own words, explain how the two adverts above play on people’s pride. Which do you think is most effective and why?

2. How does the copy in the Johnson’s advert make the product sound superior to other polishes?

3. How does the image in the Audemars Piguet advert make the product seem superior and for wealthy people?

4. What is the slogan in the Audemars Piguet advert? Why is this effective?

5. Explain how each advertisement suggests that their product is for superior people?

6. Create your own advert that uses pride to sell. Explain, underneath and in your own words why it is effective.

THE SEVEN DEADLY SINS IN ADVERTISING – EnvyAdvertisements that exploit envy, another of the seven deadly sins, suggest you need the product to make yourself as happy, successful or as beautiful as those around you.

Questions:1. These two advertisements both play on envy as they may make us feel we want us to be as beautiful and / or successful as the girls in the advertisements. How, exactly do they do this?2. In your own words explain why adverts in teen magazines for girls could be dangerous for them in terms of fashoin and beauty.3. often the models used in advertisements are more beautiful than normal people, explain why you think advertisers do this.

THE SEVEN DEADLY SINS IN ADVERTISING – Lust

Advertisements that use sex to sell something exploit our feelings of lust.

THE SEVEN DEADLY SINS IN ADVERTISING – Wrath (anger)Organisations such as Greenpeace and Amnesty International, Charities and political parties often rely on provocative pictures and emotional advertising to stir emotions like anger and pity.Task 1: Look at the following adverts. In each case

a) Explain what issue, you think, each advert is about.b) State how effective the image and copy are and why you think this?c) Explain what emotions these adverts create in you and how they do this?

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Task 2:Imagine that millions of penguins have been left covered in oil after a ship lost her consignment of oil off South Africa’s shores. Create a spider diagram / brainstorm on how you might create a charity advertisement encouraging people to make a donation to the fund financing the rescue operation. Aim to stir up feelings of anger in people – anger directed at the parties responsible for the catastrophe. Reading about penguins suffering as a result of man’s carelessness would make people understand the consequences of the disaster and pay up!

Stereotypes convey meaningThe advertisers know that a particular image conveys a particular message. As readers, we use our knowledge gained from previous experience and learning to interpret a picture. Certain pictures will immediately arouse certain ideas and associations in our minds. For example, when we see a man or woman in an advertisement dressed in formal suit, standing upright, with arms folded we think of authority, education and success. Advertisers use characters that conform to stereotypes (as in the above example) because they are easily recognised by us, the readers.

How does this Natwest advert challenge stereotypes?

Which stereotype is this advert challenging? How does it do this?

Write copy for a pair of female high heels that challenges stereotypes of females.