-NiE ,
ADVANCED The smart consumer
NiE Activity 1 Critical thinking l Identify l Reason
l Measure l Organise
Creative thinking l Imagine
l Connect
l Brainstorm
l Recreate l Present
11
NOW that you know why advertisements are important, how well can you convince your consumers that your product is the best there is in town?
THERE are several techniques used by advertisers to attract consumer interest. The advertisements are designed to appeal to the consumer’s emotions, wants (or needs), and inspire or motivate him to act on the suggestion. The following are some techniques used. Complete the table by looking out for one advertisement from The Star that fits each technique employed. Write down the page number and take turns sharing your rationale with the rest of the class. Complete the activity in groups of four. Feel free to agree or disagree with your classmates’ selection.
Technique employed
How it is used
Example from The Star
1. Information
The presentation of simple, direct information
• Product advertised: .................................................................... • Page: ................................................................................................
2. Status/Peer approval
Using social popularity as a measure of one’s influence.
• Product advertised: .................................................................... • Page: ................................................................................................
Everyone else uses this product. Why shouldn’t you?
• Product advertised: ....................................................................
If you used this product, you would be liked or accepted just like this hero has.
• Product advertised: ....................................................................
5. Physical attraction
This product is going to help you find romance, love or admiration.
• Product advertised: ....................................................................
6. Entertainment
Promotes entertainment or a temporary distraction from your daily, dull routine.
• Product advertised: ....................................................................
7. Intelligence/Independence
You are too smart to be fooled by gimmicks. It implies that if you don’t use this product, you are being duped.
• Product advertised: ....................................................................
Who says it works better – and better than what?
• Product advertised: ....................................................................
3. Join the gang
Problem solving l Question l Research
The ‘perfect’ pitch
1 March 2017
• Page: ................................................................................................ 4. Hero endorsement
• Page: ................................................................................................ • Page: ................................................................................................
8. Comparing
• Page: ................................................................................................ • Page: ................................................................................................ • Page: ................................................................................................
A catchy phrase, slogan or tune which distracts your attention from the true facts.
9. Catchphrases and slogans
NiE Activity 2 Critical thinking
l Identify l Reason l Measure l Organise
Creative thinking
Problem solving
l Imagine l Brainstorm l Connect l Invent
l Question l Research l Recreate l Present
Work in groups of four for this activity. Your “agency” has been given a tender to design an advertisement for a new sports jacket. Use the guide below to help your team design an advertisement to sell this product. Use sample advertisements from The Star as a guide to design your own product. Finally, each group will carry out a presentation of the advertisement. Use your Wh- and How-questions to guide you in the presentation. 1. Give a special feature about your jacket. What makes it stand apart from other brands? For example, is it used for sports? Are any celebrities endorsing your jacket? Does it look different than other brands? Is it made from a special synthetic material? Be creative. 2. Think about how you are going to let customers know just how special your jacket is so that they would go out and buy one. What are some tactics you could use to persuade them to like your product? 3. In the space given, draw up an advertisement for your product. Be sure to tell customers what the product name is, how much it will cost, and what makes it special.
Communicating
Collaborating
l Oral l Non-verbal l Written l Aural
l Listen l Contribute respectfully l Compromise l Attain goal
• Product advertised: .................................................................... • Page: ................................................................................................