Minds On
What is an ad?
There are many reasons why we choose to buy a certain product or service. Think of a time when you or someone you know purchased a product or service. What were the reasons why one product or service was chosen over another? What factors may have influenced the decision?
Advertisements are messages that are meant to inform or influence the person who receives them.
Advertisements can be found in many different places and can take many different forms. Think of when you have noticed an advertisement for a service or product. Who was the intended audience? What was the purpose of the advertisement? What form did the advertisement take? Where was the advertisement located?
Advertisers use many different techniques to make their advertisements more effective. The more you know about the techniques advertisers use, the more effective you will be at understanding and creating this unique media form!
Explore the types of Common Ad Techniques.
| Technique | Example |
|---|---|
| Bandwagon | “Everyone’s talking about it!” |
| Facts and statistics | “96% of people buy this brand over any other.” |
| Weasel words | “There is virtually nothing else like it.” |
| Compliments | “You deserve the best.” |
| Bribe | “If you buy this product, we guarantee...” |
| Promotions | “Buy one now for 50% off.” |
| Asking questions | “Have you ever wondered...?” |
| Eco appeal | “This product is made from 100% recycled material.” |
| Emotional appeal | “Your help is needed desperately.” |
Press the ‘Activity’ button to access the Common Ad Techniques.
Find two advertisements and label or describe the techniques that the advertiser uses to make their product more appealing to the audience.
Use the fillable Ad Techniques Worksheet or another method or your choice to record your information.
| Advertisement #1 | Techniques used |
| Advertisement #2 | Techniques used |
Press the ‘Activity’ button to access the Ad Techniques Worksheet.
Action
What are overt and implied messages?
Advertisements often have an overt message as well as an implied message.
Overt messages
Overt messages are very clear and apparent. The message of the advertiser is often obvious to the receiver.
Implied messages
Implied messages are the hidden meanings or messages. We can make a guess or inference about the implied message by using our knowledge and the facts or evidence in the message. An inference is when you make a conclusion or opinion based on known facts or evidence.
Examine the advertisement below for an example of the implied message in an advertisement.
Time to test your learning. For each term, select the corresponding definition.
Analyzing advertisements for overt and implied messages
Analyze three advertisements of your choice for overt and implied messages. Use the fillable Overt and Implied Worksheet or use another method of your choice to record your information.
| Advertisement | Overt message | Implied message |
|---|---|---|
| Example ad: [Pasted here would be a photo (an advertisement) for a hair shampoo. The tagline says, “Your hair has never felt cleaner or looked more beautiful.”] | This product will clean your hair. | If you use this product, your hair will be as thick and shiny as the model’s hair. |
| Ad #1 | ||
| Ad #2 | ||
| Ad #3 |
Press the ‘Activity’ button to access the Overt and Implied Worksheet.
Choose one of the advertisements and explore the purpose, intended audience, overt and implied messages, and the techniques used by the advertiser. Use the fillable Ad Analysis Worksheet or another method of your choice to record your information.
| Insert image/advertising script | |
| Purpose: | |
| Intended audience: | |
| Overt message: | Implied message: |
| Techniques used by the advertiser (examples): | |
Press the ‘Activity’ button to access the Ad Analysis Worksheet.
Consolidation
Creating your own advertisement
Now that you are familiar with techniques used in advertising, it’s your turn to create your own advertisement.
Think of a product or service you would like to advertise. Who will be your intended audience? Which advertising techniques can you use to sell your product or service? What kind of overt and implied messages could you include in your advertisement?
Create your advertisement as a poster, an audio clip, or use another method of your choice to represent your advertisement.
Success criteria for creating my advertisement
I am able to:
Complete the fillable Ad Creation and Reflection Worksheet or use another method of your choice to record your reflection.
| My own advertisement (insert your own found images, descriptions, or script) | |
| Purpose | |
| Intended audience | |
| Overt message | Implied message |
| Techniques I used in my advertisement | |
| Reflection: How does knowing the techniques used in advertising help me to understand advertisements? | |
Press the ‘Activity’ button to access the Ad Creation and Reflection Worksheet.
Reflection
How do you feel about what you have learned in this activity? Which of the next four sentences best matches how you are feeling about your learning? Press the button that is beside this sentence.
I feel...
Now, record your ideas about your feelings using a voice recorder, speech-to-text, or writing tool.