Process
STEP ONE
First, review the advertising techniques that are commonly used in most forms of print, radio, and television advertising. If you have a fast internet connection, view the presentation on advertising techniques by clicking on the following: Advertising Techniques. OR go to Step Two and analyze the techniques via the examples shown.
STEP TWO
Now it's time to look at our history. Check out these advertisements from the American Memory Collection. When you click on each of these links, you will go to a different advertisement. Each advertisement is listed under the heading for the type of advertising technique used. Analyze each ad carefully to ascertain why that technique was used and how the technique is applied. Use following graphic organizer and save on H drive, flash drive, or print off and write yourself. Once you have examined the ad, return to this page and scroll down to the Coke section.
Snob Appeal
Emotional Words (Loaded Words)
Faulty Cause and Effect
Glittering Generalities
Testimonial
The Duchesse de Richelieu Ad for Pond's Cold Cream
Gloria Vanderbilt Ad for Pond's Cold Cream
Mean Joe Greene Television Ad for Coca-Cola
Bandwagon
Plain Folks Technique
Kodak Ad (with an emphasis on patriotism)
Misleading Comparisons
Avant Garde Technique
Lexington Motor Company Motor Car Ad
Take a look at the development of a real advertising campaign: Coke's history and a look and a highly successful campaign.
First, look at how Coca-Cola has changed its advertisements over the years: Themes for Coca-Cola Advertising.
In 1969, The Coca-Cola Company and its advertising agency, McCann-Erickson, ended their popular "Things Go Better With Coke" campaign, replacing it with a campaign that centered on the slogan "It's the Real Thing." Beginning with a hit song, the new campaign featured what proved to be one of the most popular ads ever created. So begins the story a Coke advertising campaign as explored on the Library of Congress web site. See how a successful television advertising campaign is developed by examining the Hilltop Coca-Cola ad. Click here.
STEP THREE
Keep in mind that advertisers use specific strategies when advertising to young people, and especially when they are advertising FOOD. Take a look at what the Media Awareness Network lists as Food Advertising Strategies when advertising to young people. Click here: Food Advertising Strategies. What are the three top advertising strategies you see most often in today's advertizing?
STEP FOUR
Each of the advertisements you have looked at were successful in their day. Using them as a guide, create an advertisement for your fast food company, Bulldog Burgers (see Step Five), using one of the techniques we have studied. Remember, this will be your major selling point to the television station! Good luck!
STEP FIVE
Follow the link at the end of the section to see an example of a Bulldog Burgers advertisement which was made in Word. A Google search was done for a picture wanted by typing in hamburger. Text was written and the picture placed in the Word document to make this ad. This ad was made to be a full sheet of paper (8.5x11). You should make an ad now. Follow the procedure outlined earlier in this section. Include in your text some propaganda/persuasion devices. Make your ad big enough to fill a full 8.5x11 sheet of paper. Save the ad for Bulldog Burgers to you and your teams H drive and also attach it to your Reading and Writing page on your website. Your ideas and creativity is endless... enjoy and hope you learn a lot!
Also, turn in your three top advertising strategies. Click here to see the sample ad.
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