Advertisement Production

Techniques

•         Hidden and Overt messages
•         Emotional responses or association
•         Celebrity Endorsement

Hidden and Overt messages

•          Messages that are hidden in the images are harder to   decipher
•          While the overt ones are very visible

Overt Messages

•          Over messages on TV are seen in TV commercials
•           Overt messages usually feature prominently
•           They either convey a clear message about the product/ service or seek emotional response

Subliminal Messages

-   Subliminal messages work by giving the audience more information that they can possibly analyze at once.

-   The overt message might be a simple image and a slogan, but the subliminal message might communicate other messages, including sex, affordability or other positive messages

-    There has always been images embedded inside of others that cause you to crave  the product of associate the product with their things

-   When advertisers use this technique : it is usually hidden

-   Although some claim that subliminal advertising is a myth, some still believe in its powers

-   Connection of product with women

-  Objectification of women

Hidden Messages in Logos

Body Wisdom – Hands to convey relaxing yet also give indication to “Owl eyes”

Amazon logo- has everything from A to Z , Includes a smile

Toblerone – Switzerland , Bear on the mountain

Horror Film logo – The reel looks like a scared face

Yoga Australia – Australia map in between leg and hand

Product Placement

-   Product Placement is a source of hidden messages

-   Companies pay a huge amount of money for their product to be placed in the media product such as films

Emotional Responses or Association

-          Solution to a Problem

-          Fear

-          Concern/ Shock

-          Compassion

-          Self-perception

-          Social Position

Celebrity Endorsement

-   A persuasive technique that says that consumers relate to the person/s appearing in the ad

-  If the celebrity/athlete/star uses the product, then it must be good, therefore I purchase it too

-   An advertiser often looks for a list of characteristic when they choose a celebrity