ART VERTISING

ART-VERTISING

The role of adverts

Art & Power

Art & advertisements

Start

Advert's power

BEFORE CLASS!

2 500 BC

Put in order these historic facts.

GREAT !

100 BC

First use of billboards

Use of papyrus for messages and carved adverts for bathhouses

First electronic sign lit in Times Square

80 AD

Popularization of political posters and campaign ads

First newspaper ad

Radio ads begin

Ads appear in smartphone apps

1704

Drag the image into the correct date.

1882

1922

Have you picked up other key dates ?

2008

CONTENT

The ingredients

Posters

Commercials

10

Other commercial techniques

12

A tool and a weapon

13

Revisions

14

Final Task

MENU

THE INGREDIENTS OF AN ADVERT

a) Composition:

Put the elements in the correct place.

Great!

brand

tagline

product

logo

Source: creativemoment.co

MENU

B) DEFINITIONS

B) DEFINITIONS

a design or symbol used by a company to advertise its products.

Match each word with its corresponding definition.

brand

a maker’s name or trademark

tagline

a short, easily remembered phrase that a company uses in its advertisements, especially on television or the internet, so that people will recognize it or its products

logo

product

something that is made to be sold, usually something that is produced by an industrial process

catchphrase

Remove the last line

Check

Start again

MENU

C) The role of these components

Watch the following video: a) Find the 3 main components to succeed in your business. b) Name: how to choose it ? c) Taglines: list the 3 main features and give a few examples. d) How must a logo be ? e) What do the 3 elements need to do ?

MENU

POSTERS

METHOD

Choose one of the two posters and fill in the grid:

POSTER N°1

POSTER N°2

Product

clothing items/ accessories/shoes

a bag/ backpack

Brand

Eastpak

Tk Maxx

Tagline/ catchphrase

Guaranteed for life. Maybe longer

Ridiculous, fashion, possibilities

Logo

red circle with the brand written inside

oval shape

Layout

portrait

portrait

Target

people from all walks of life

large span (male/ female)

Message / goal

show how resistant these products are

retail prices 20-60% lower

MENU

COMMERCIAL

detailed COMPREHENSION

Description:

Length:Place(s): Protagonist(s): Action(s): Date(s):

30 secondsat home/ on an idyllic beach a woman running/ tired/ swimming From 8-12 June 2021 for stays from 8th June 2021 to 31st January 2022

Target audience:

People who are hard-working and who need holiday.

MENU

COMMERCIAL

Commercial techniques:

arguments:colours: atmosphere: composition:soundtrack:

20% off on selected hotels- limited availabilitybright colours tense, stressful- then, relaxing diptych (before/after) stressful sounds-> the beat changes; light tone

Message:

Don't miss this opportunity !

MENU

other commercial techniques

Questions

Questions

Advertising and fiction

a) Find the challenges in advertising.b) Explain how a brand develops power. c) What common mistake do people make about advertising ? d) Say how a brand can build a connection with its customers. e) Explain why it is necessary to hook customers.

How to hook customers

Standing out amongst the crowd has always been the challenge in advertising. With so many other ad messages to compete with, how can a company be sure that its message will resonate with its target market? And even if it does resonate, what will make someone act upon it?The answer is a compelling story; one that reaches the heart of the consumer and evokes a feeling or a memory. It’s typically through being emotive and memorable that a brand develops staying power (and earns the loyalty that’s so incredibly lucrative). A common mistake is thinking that advertising is just about getting a product, service or brand in front of a customer — not so. It’s about integrating it into their daily life in some way, making it something they can’t help but think about. Through storytelling, you can build a deep connection that’s rich with detail, making whatever you’re offering feel vibrant and engaging like a battle scene in an adventure movie. Without a compelling and detailed story, marketing typically falls flat. The absence of hooks means that consumers forget about the ads almost as soon as they’ve seen them. And if someone can’t remember your product, they’re not going to feel the urge to buy it. Patrick Foster, thenextad.com, 16 January 2019

MENU

TWO EXAMPLES

Connection with the product

Apple's ad

Comparison

Sainsbury's ad

Instructions:

Instructions:

a) Watch the ad.b) Focus on the context: - Who? - What? - Where? - When? c) Sum up what happens. d) Say what emotions are triggered by this ad.

a) Watch the ad. b) Focus on the context: - Who? - What? - Where? - When? c) Sum up what happens. If you need help click on the explanatory text. d) Say what emotions are triggered by this ad.

a) Find the common points between these two ads.b) List the differences. c) Which ad hooks you the most among the two videos? Justify.

Toolbox

MENU

A tool and a weapon

comparison

comparison

Advertising and fiction

Van Heusen ad, 1940

Van Heusen ad’s spoof, Eli Rezkallah 2018

a) Describe each poster.b) Compare them and react.

MENU

PART 2: ORAL PRESENTATON (3 min)

MENU

Final Project

Create your own advert

PART 1: Your Creation

1) Choose the format (poster or commerical).2) Find: - the product - the tagline -the brand - the logo. 3) Define the target audience. 4) Focus on the composition/ layout.

GREAT

00

PART 2: Oral presentation (3 min)

1) Describe your advert or commercial orally. Present the product, its functions, the logo, the tagline and the brand.2) Justify your choices and explain the message.

1) Challenge : You have to compete with serious challengers. 2) To develop power, a brand must provoke emotions and be remembered. To provoke emotion and be remembered, the brand must reach the heart of the consumer. It can do so by evoking a feeling or a memory and only a compelling story can do that. 3) Advertising is not just about getting a product, service or brand in front of a customer. 4) Brands can build a deep connection with customers thanks to the strategy of storytelling. Storytelling is a way to make the product or service they are offering feel vibrant and engaging. Marketing is useless without storytelling. 5) Otherwise, they will forget about the adverts. Forgetting about the advert means not feel the urge to buy the product. Customer loyalty will be impossible then.

1) Focus on the grammatical structure. 2) Find other examples that follow the same model.

Layout: Page orientation ( Landscape/ Portrait ) Font ( ex: Arial, Calibri ) Colours Organization of the page

Expressing preferences: 1) Prefer smg to smg Ex: I prefer the first ad to the second one. 2) Verb + the most Ex: The Sainsbury's ad is the ad I liked the most because ... / The ad that hooked me the most is . 3) Comparative form: SHORT ADJECTIVE (2 syllables or less) + SUFFIX -ER + THAN MORE + LONG ADJECTIVE (more than 2 syllables) + THAN

1) The three main elements are the name, the tagline and the logo. 2) A name needs to be easy to pronounce, distinctive, allows for brand-extension => So, the name helps the customer to understand what your business does. 3) A tagline should be short and sweet/ engaging/ easy to place. Ex: Just do it/ Finger Lickin' Good (KFC)/ Got Milk ? 4) A logo must be simple, legible, captivating to your customers. 5) These three elements need to establish your intent, resonate, and establish a connection with your audience. Taglines and logos are synonymous with good business.