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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
