Unit 5Unit 5

Television and Radio Television and Radio AdvertisingAdvertising

Ad BuzzAd Buzz- Commercial television stations began Commercial television stations began

broadcasting in the 1940s.broadcasting in the 1940s.

- Modern television advertising shows a Modern television advertising shows a trend toward shorter advertisements, with trend toward shorter advertisements, with lots of hard cuts (rapid shifting from one lots of hard cuts (rapid shifting from one image to another) and music.image to another) and music.

- Old television and radio advertisements Old television and radio advertisements would sometimes last a minute or more; would sometimes last a minute or more; now, there many advertisements that last now, there many advertisements that last only ten seconds.only ten seconds.

Ad BuzzAd Buzz

- Many advertisements try to appeal to impulsive - Many advertisements try to appeal to impulsive decisions by people who are on the road – for decisions by people who are on the road – for example, for a fast food restaurant, a coffee example, for a fast food restaurant, a coffee place, a convenience store, and so on.place, a convenience store, and so on.

- There are over 4,700 commercial radio stations There are over 4,700 commercial radio stations on the AM band and over 6,000 stations on the on the AM band and over 6,000 stations on the FM band in the United States.FM band in the United States.

- There are over 1,300 commercial broadcast There are over 1,300 commercial broadcast television stations in the United States.television stations in the United States.

The Hard CutThe Hard Cut

- A hard cut occurs when the televised - A hard cut occurs when the televised image or scene on the screen image or scene on the screen abruptly abruptly changes to another, changes to another, possibly very different, image.possibly very different, image.

- A thirty-second television ad twenty - A thirty-second television ad twenty years ago may have had only one or years ago may have had only one or two cuts. Today, a thirty second ad two cuts. Today, a thirty second ad may have dozens of hard cuts.may have dozens of hard cuts.

Lights! Cameras! Tunes!Lights! Cameras! Tunes!

- - Jingles are short songs written for an ad which Jingles are short songs written for an ad which usually names the product in the song and usually names the product in the song and contains lyrics about the value on that product.contains lyrics about the value on that product.

- Advertisers have begun to rely more heavily on Advertisers have begun to rely more heavily on popular songs that have previously been popular songs that have previously been preformed by well-known artists. preformed by well-known artists.

- Microsoft paid the Rolling Stones $12 million to Microsoft paid the Rolling Stones $12 million to use their songs use their songs Start Me Up Start Me Up when the company when the company introduced Windows 95.introduced Windows 95.

Television Commercials Television Commercials and Settingsand Settings

- The location of where the activity occurs in The location of where the activity occurs in a television commercial is called the a television commercial is called the setting.setting.

- Many advertisers today emphasize Many advertisers today emphasize experiential marketing. This means that experiential marketing. This means that they don’t focus on the product being sold, they don’t focus on the product being sold, but on how the product (supposedly) can but on how the product (supposedly) can make the consumer feel.make the consumer feel.

MTV and YouMTV and You

- MTV uses some of its employees to - MTV uses some of its employees to do “cool hunting”. Cool hunters go do “cool hunting”. Cool hunters go out into different communities to talk out into different communities to talk to teenagers about what’s cool right to teenagers about what’s cool right now and what’s not.now and what’s not.

Product Placement and Product Placement and Positive AttitudesPositive Attitudes

- Advertisers are putting more Advertisers are putting more attention into product placement. attention into product placement. Advertisers pay the producers of Advertisers pay the producers of television programs to show the television programs to show the characters on those programs using characters on those programs using the advertisers’ products.the advertisers’ products.

- You will not see a bad guy use the You will not see a bad guy use the “placed” product.“placed” product.