Commercials can use language to change the way we think: "You don't need to buy the dvd, you can own it."
"Here is a product that people do not realise they need." ― Charles Prentiss, Absolute Power
Effectiveness of Advertising
Assignment 1:
Why are commercials so effective? The answer is basically this: when we watch commercials, we are all being brainwashed. (1) There are products on the market we have all bought at least once, but do we also know their commercials are very misleading? Watch the clip. (2) Think! Which commercial has really convinced you of something? - Why do you think that happened? Discuss with your fellow students. (3) Let's study some basic tricks: Do you know what a weasel claim is? And what about an unfinished claim, product endorsement or rhetorical question? If not, watch the following clip. Write down what they mean.
(4) What other marketing trick in that previous clip do you think was very effective? Write down your answer. Advertising Techniques
Assignment 2:
(1) There are many different kinds of commercials. In order to understand those differences, watch the following clip about advertising techniques. (2) Write down all the different techniques that are mentioned and explain - in your own words - what they are about. (3) Watch some commercials online and pick three commercials, each with a different advertising technique you have just learned. Write down why you think those commercials use that particular technique.
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Language in AdvertisingAssignment 3:
Language is an important part of a successful commercial. Open the following file and learn more about the Language of advertising! Create a storyboard
Assignment 4:
How to create a successful commercial? (1) Look at a storyboard template. (2) Write the storyboard for your own commercial. Use any product you like. Remember: The commercial should use a basic trick you learned in Assignment 1.3, and an advertising technique you have learned in Assignment 2! (3) Write a complete explanation for all your decisions. Remember: Explain your use of language, slogan, images, basic trick, advertising technique, et cetera. Deeper understanding
Assignment 5:
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