Audience
Objectives
Grammer and spelling
Structure
Creative
For the Web
Practical
Advertising 1
Advertising 2
The persuaders 1
Writers in the advertising industry have a number of 'tricks' that they
can use to persuade people to buy.
Advertising has been around for centuries. A couple of the earliest examples
include the red and white striped pole of the barber's chop and inn signs.
At the simplest level, advertisers need to tell you what is for sale. So, they need to draw your attention to particular products and what they are.
However, more sophisticated advertising tries to persuade you
buy something. To persuade means to make somebody think that it would
be a good idea to do something. If something is persuasive this
means that it makes you think it would be a good idea to do something.
To be really persuasive, advertisers have to think about what it is
that people want. They think about how what they want people
to buy gives those people what they want. This is why it's important
for advertisers to know who their audience is - who will be most
likely to buy their product. These are the people they appeal to.
Examples of objectives: |
Mothers want to look after their children so they want food that children will like and that will be good for them Young people want to feel like they belong and that people like them so they want trendy or cool clothes that their friends will like |
Good advertising doesn't just give information - it urges the possible
buyer to take action. Advertising persuades you to buy/do something
by:
All this has to be achieved with an audience that
isn't looking out for what you are trying to communicate to them. Think
about when you read a magazine. You aren't usually looking for the adverts.
They have to catch your eye and make you take notice of them.
You have to start by getting the basics right.
| Write a headline that is eye-catching
and bold, and offers something attractive. Include an eye-catching picture that supports the words. Write short, snappy body copy. Use simple words that everyone will understand. Don't waste words. |