Overview of Advertising Approaches

• Understanding different types of advertising strategies and their intersections.
• Importance of being able to identify various approaches in advertisements.

Advertising Strategies

• Intersectionality in Advertising:

  • Different approaches can overlap within one advertisement.
  • Example: A product placement can utilize both association principles and hidden fear elements.

• Famous Person Testimonial:

  • Definition: When a celebrity endorses or reviews a product, providing personal experience or benefits.
  • Example: A celebrity discussing the quality of Dunkin' Donuts coffee.
  • Distinction: If a celebrity appears without providing product benefits, it's simply using the association principle.
  • Clarification: Testifying for a product means discussing its qualities or benefits (e.g., Warren Buffett discussing Mastercard).

• Association Principle:

  • Celebrities can enhance product appeal without discussing it directly.
  • Example: Peyton Manning in Mastercard ads.

-- Plain Folks Pitch:

• Strategy where brands position themselves as relatable and down-to-earth.
• Example: Dunkin' Donuts vs Starbucks (historically marketed as more upscale).
• Slogan: "America Runs on Dunkin'" emphasizes accessibility and normalcy.

-- Snob Appeal:

• Used by luxury brands to create exclusivity and status.
• Example: Rolex advertisements appeal to an elite class.

Examples and Discussions

• Discussion about various commercials:
  • Royalty examples like Rolex and tech brands (Apple) providing a sense of elitism or exclusivity.
  • Apparel and summer fashion trends that emphasize societal participation (e.g., clothing brands during summer).

Bandwagon Effect

• Definition: Ads suggest that consumers must buy a product to be part of a trend or social group.
• Example: Beer commercials that organically show social settings.
  • Tennis commercial showing diverse individuals enjoying a product (iPod launch).
  • Heavily utilized in social media marketing (especially on TikTok).

Hidden Fear Strategy

• Definition: Advertising that plays on consumer fears of missing out or facing negative consequences by not buying a product.
• Example: Insurance ads (Allstate) depicting scenarios of fear for not being covered.
• Highlights:
  • Pharmaceuticals often capitalize on fears regarding health issues.
  • Common advert types include toothpaste and mouthwash ads emphasizing dental appearance.

Key Takeaways

• Ability to identify advertising techniques enhances critical viewing of media.
• Different advertising strategies cater to different psychological triggers in consumers (e.g., fear, social acceptance, status).
• Recognizing these can inform better consumer choices.