Download free eBooks at bookboon.comMarketing Communications
Advertising Techniques
The message appeal should be determined and established. Such an appeal could be RATIONAL,
directed at the viewer’s sense of reason or EMOTIONAL directed at the viewer’s sense of feeling, that
is, the viewer’s emotions. The appeal can also be POSITIVE – presented in such a way as to suggest that
the viewer would gain something beneficial or useful or NEGATIVE – suggesting a warning against
undesirable situation or condition that might arise to the viewer – such as, the warning in cigarette
adverts. In addition, an appeal may be PRIMARY – aimed at inducing viewers to buy a particular type
of product or service like detergent for example or SELECTIVE appeals aimed at inducing the purchase
or patronage of a particular brand such as OMO – in the case of our detergent example. The appeal
can be put in form of a slogan which makes the message crisper and more intriguing; also, it exposes
clearly and exactly the promise you want the viewer to remember on the television. Messages may be
exposed in a short span of time like 30 seconds; the script should aim to repeat your promise and brand
name at least twice and flash your logotype, either by itself or on a package held conspicuously in view.
TYPES OF VISUAL TECHNIQUES FOR TELEVISION ADVERTISEMENT
The story in your message will now be completed by the visual technique which you have selected for
the script.
VISUAL TECHNIQUE: is the method of presentation that has been chosen for usage in delivering the
message to viewers and it is the basis for determining how the message will be written.
Such visual techniques could be one or a combination of the following:
- SPOKESPERSON: an announcer or presenter standing before the camera and delivering
your message directly to the viewer, as a salesperson does in contact selling. - TESTIMONIAL: in a testimonial, presentation is attempted by a well-known personality,
either in authority on the type of product or service being advertised or a celebrity well
known to have associated with the product or service and is qualified using Mohammed
Ali in association with boxing gloves. - DEMONSTRATION: the advantages of the product are demonstrated to the viewers. For
example, a cleanser removing stubborn stains, viewers see the demonstrated product or
service. However, the demonstration must correspond to reality. - CLOSE-UPS: Close-ups are when pictures in television messages are moved closely on the
screen to depict a closer view of such demonstration of products or services and to show
the people reacting favourably to the demonstration. For instance, a fast-food outlet may
use close-ups to show appetizing shots of its recipe as they are grilled and served or eaten
by customers. With this technique, the audio is generally delivered off-screen.