可口可乐广告 Coca-cola advertise

Snob appeal 1957
Magic ingredients “Revives and sustains” 1905
Bandwagon: “6 million drinks a day” 1925
Bandwagon: “It had to be good to get where it is” 1926

persuading people to do something by letting them know others are doing it
using the words of a famous person to persuade you using the names or pictures of famous people, but not direct quotations the product name is repeated at least four times words that will make you feel strongly about someone or something
Plain folks: “Friends for life” 1935
Patriotism
1974
Wit and humor 1999
Coca-Cola on American Idol



American Idol is a top-rated show in America Coca-cola is a major sponsor of American Idol Soft advertising is more expensive but more effective
Magic Ingredients

Snob Appeal

Plain Folks


Patriotism

Wit & humor

Propaganda is old news…
http://www.youtube.com/watch?v=Rq2aCuYSB_c
http://www.youtube.com/watch?v=9ejTf0iu6yY&feature=related



Group work


In teams, students examine the print ads Through discussion, students will determine which advertising techniques are being utilized in the ads.
Mean Joe Green 1979
http://www.youtube.com/watch?v=xffOCZYX6F8
Polar Bears 1993
http://www.youtube.com/watch?v=xIk7Q_DJIgQ
It’s Mine 2008
http://www.youtube.com/watch?v=xiMf5cCDy1I&NR=1
Advertising Techniques
Designed to sell…
Objectives
To recognize different advertising techniques To understand the qualities of a good ad To create an original ad using at least one propaganda technique and the four qualities of a good ad To think critically about real world ads
…and the big question:
百度文库
Why did Coca-cola’s advertising techniques change so drastically?
The Hilltop Ad 1971
“I’d like to buy the world a Coke”
http://www.youtube.com/watch?v=Q8H5263jCGg

Testimonial


Transfer


Repetition

Emotional words

More Techniques…

Revives and sustains

Keeps a person whole & on the right track Ingredients can do what no other product can Only the best FOR the BEST We are just like you! We understand you and your needs Do it for the love of your country HAHAHAHA! That was so funny, so cute, so awesome! I have to buy it!
Advertising on AMERICAN IDOL

General class discussion:



What types of advertising does Cocacola use? Why does it work? How do they use product placement in the programming? Why do advertisers rely on product placement?
Troy Polamalu Super Bowl XIII Commercial 2009
Four Qualities of a Good Ad
Attracts attention Arouses interest Creates desire Causes action


Propaganda Techniques used in Advertising

Bandwagon