The Art of Advertising
The Power of Advertising…
What is ‘advertising’?
A way for a company to draw people’s attention to a product, service or cause.
Can you think of any types of advertising you have seen recently?
Types of
advertising
Billboard poster
Radio adverts
Football Shirts
‘Junk’ mail
Add more to the mind map
Thinking About Adverts
•
This advert was produced in 1947 for the Lanchester Ten. It
was a compact car for the mass market.
•
At the time Lanchester cars were owned and produced by
Daimler. Daimler were a company well known for producing
luxury cars.
•
The car was well known for its smooth operation and good
handling compared to other cars at the time.
What is the main ‘message’ of the advert? How does it
communicate it?
What is your opinion of the advert? How does it compare to
adverts you see today?
What are the ingredients for an advert?
The Copy (Writing)
What sort of words are being
used?
Graphics (Pictures)
What is happening in the
images used in the picture?
The Brand (Item being sold)
Is there a picture of the item
being sold? What about logos
and colour themes?
Target Audience (Who is it for?)
Who is the advert trying to sell
to?
Motivation
How is the advert convincing
you to buy the product?
Characters
Who features in the advert?
What is the story?
The Advert as a Whole
How does the advert make you feel? Is it funny? Serious?
Would you buy the product being sold? Why?
Comparing Car Adverts
Use the table compare the two adverts above.
F
e
e
d
b
a
c
k
Over To You…Create Your Own Advert
The Year is 2040. A new Lanchester Car has
been launched and
YOU
are tasked with
designing the advert.
You’ll be given a
brief
to select to help you
create the advert with the key information
about the car and target audience.
You’ll create a print advert and assess another
student’s campaign
The Briefs – choose one to work on…
The Lanchester Proton
•
A fully electric car that has a range of 300 miles
on one charge
•
Aimed at families – large car, at least five seats
with on-board entertainment system and large
storage
•
Capable of autonomous driving with an on-
board Artificial Intelligence named ‘F.R.E.D.I.’
(Fully Reliable and Erudite Driving Intelligence)
with voice control and access to satellite
navigation
•
Aimed at a high end market – this car is for
families who may use it to get around the city
or visit relatives on long distance journeys
Cost -
£25,000
The Lanchester Electron
•
A fully electric car that has a range of 150 miles
and can be charged in 20 minutes.
•
Aimed at people that live in urban environments
– a smaller car with 2 seats
•
Capable of autonomous driving with an on-board
Artificial Intelligence named ‘F.R.E.D.I.’ (Fully
Reliable and Erudite Driving Intelligence) with
voice control and access to satellite navigation
•
Aimed at the cheaper end of the market – for
couples or singles that live in a city and look to
get to work and socialise in the local area
Cost -
£12,000
T
h
i
n
g
s
t
o
I
n
c
l
u
d
e
What
message
do you want your advert to have? Are you going to
focus on one aspect of the Electron or Proton?
•
Copy
– think about what you’re going to include in your advert? Keep
it snappy and memorable but include the key information you want
the reader to get
•
Graphics –
think about how you can use graphics to draw the reader
in and get an idea of your message for the car
•
Branding –
think about using a logo and certain colours to represent
the brand and its values
•
Target Audience –
Consider how you can use the above to reach your
target audience. Make sure you know who they are.
E
v
a
l
u
a
t
i
o
n
Swap your advert with another student’s and use the table below to evaluate
the impact of their advert
Explore the world of advertising through different types, historic adverts, and essential elements for creating effective campaigns. Dive into the comparison of car adverts and get ready to create your own impactful advert for a new Lanchester car in 2040.
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Presentation Transcript
What is advertising? A way for a company to draw people s attention to a product, service or cause. Can you think of any types of advertising you have seen recently? Radio adverts Billboard poster Types of advertising Football Shirts Junk mail Add more to the mind map
Thinking About Adverts This advert was produced in 1947 for the Lanchester Ten. It was a compact car for the mass market. At the time Lanchester cars were owned and produced by Daimler. Daimler were a company well known for producing luxury cars. The car was well known for its smooth operation and good handling compared to other cars at the time. What is the main message of the advert? How does it communicate it? What is your opinion of the advert? How does it compare to adverts you see today?
What are the ingredients for an advert? Graphics (Pictures) What is happening in the images used in the picture? The Copy (Writing) What sort of words are being used? The Brand (Item being sold) Is there a picture of the item being sold? What about logos and colour themes? Target Audience (Who is it for?) Who is the advert trying to sell to? Motivation Characters How is the advert convincing you to buy the product? Who features in the advert? What is the story? The Advert as a Whole How does the advert make you feel? Is it funny? Serious? Would you buy the product being sold? Why?
Comparing Car Adverts Use the table compare the two adverts above.
Feedback Feedback BMW Advert Fiat Advert Copy Graphics The Brand Target Audience Motivation Characters Advert as a whole
Over To YouCreate Your Own Advert The Year is 2040. A new Lanchester Car has been launched and YOU are tasked with designing the advert. You ll be given a brief to select to help you create the advert with the key information about the car and target audience. You ll create a print advert and assess another student s campaign
The Briefs choose one to work on The Lanchester Proton A fully electric car that has a range of 300 miles on one charge Aimed at families large car, at least five seats with on-board entertainment system and large storage Capable of autonomous driving with an on- board Artificial Intelligence named F.R.E.D.I. (Fully Reliable and Erudite Driving Intelligence) with voice control and access to satellite navigation Aimed at a high end market this car is for families who may use it to get around the city or visit relatives on long distance journeys Cost - 25,000 The Lanchester Electron A fully electric car that has a range of 150 miles and can be charged in 20 minutes. Aimed at people that live in urban environments a smaller car with 2 seats Capable of autonomous driving with an on-board Artificial Intelligence named F.R.E.D.I. (Fully Reliable and Erudite Driving Intelligence) with voice control and access to satellite navigation Aimed at the cheaper end of the market for couples or singles that live in a city and look to get to work and socialise in the local area Cost - 12,000
Things to Include Things to Include What message do you want your advert to have? Are you going to focus on one aspect of the Electron or Proton? Copy think about what you re going to include in your advert? Keep it snappy and memorable but include the key information you want the reader to get Graphics think about how you can use graphics to draw the reader in and get an idea of your message for the car Branding think about using a logo and certain colours to represent the brand and its values Target Audience Consider how you can use the above to reach your target audience. Make sure you know who they are.
Evaluation Evaluation Swap your advert with another student s and use the table below to evaluate the impact of their advert Advert Copy Graphics The Brand Target Audience Motivation Characters Advert as a whole
