1 COVERT ADVERTISING text of presentation Presentation https://sway.office.com/AcQAgsNyjdBYdVNe?ref=Link COMMERCIAL # 1 https://www.YouTube.com/watch?v=dBbrpemT7k8 Did you like this commercial? How does it attract your attention? Who is a team that produces advertisements? Aside director, cameraman, graphic designer, copywriter, a marketing team also consists of psychologists. Their task is to study the attitudes and desires of consumers to adapt advertisements to the targeted group and appeal to their need: social status, beauty, health, desire for natural, youth... In designing advertisements, creators use a formula called AIDA . A (Attention = attention) attract attention; I (Interest = interest) why would a product be good for the consumer (youth, health...); D (Desire = desire, yearning); make your product or service desirable; A (Action = action); a call to action must always be substantiated by simplicity, the customer must quickly and easily reach to that product or service. In designing advertisements, their creators use different attention grabbers (humor, fear, children, pets, health). Using children and pets in commercials aims to protective, nurturing parental tendencies in costumer. In order to achieve a greater persuasive power and facilitate the sale of advertised products or services in advertisement, the advertising creators watch even how color and language will be used in advertisements. What is in fact advertisement? The advertisement is a public announcement whose intention is to offer information and to stimulate interest and a certain reaction. Advertising has positive and negative sides. The positive side of advertising is that it provides information about a product, price or action. Sometimes they can encourage solidarity and tolerance (e.g. advertisements on solidarity actions, advertising of blood donation, advertising of humanitarian projects...) Advertisements primarily strive to manipulate the needs of people and make them buy things or services. They strive to influence public opinion and change attitudes regarding a situation or particular problem. COMMERCIAL # 2 https://www.YouTube.com/watch?v=2AtzASwCUsQ Huawei What does this advertisement allude to?
2 In contrast to the first one that alludes to wish for youth, this one alludes to a social status. This advertisement offers you an illusion that you belong to some social group if you possess this mobile phone. You are traveling, attend exhibitions, and are successful businessman. COMMERCIAL # 3 https://www.YouTube.com/watch?v=P4ckJFNkra8 Citroen transformer What’s the appeal of this advertisement? What’s the message that is conveying? What kind of car is Citroen? COMMERCIAL # 4 https://www.YouTube.com/watch?v=2zCvFuHcCmA Corona What makes this advertisement different than 3 previous? Do you recognize people in this advertisement? Which product is advertised? COVERT ADVERTISING This video clip was not the typical advertisement clearly stating that is in fact paid advertisement. This was a scene from the Furious 7 film. This type of advertising is called covert advertising. Covert advertising is even more manipulative because in the typical advertising form, an advertisement is singled out and presented to the audience, while covert advertising subtly presents the product within some content, so the individual is often unaware that it is exposed to the form of commercial advertising. This is a prohibited form of communication, for which foreseen fines in Croatia reach up to million HRK (around €135,000). Why is film suitable for covert advertising? It is available to many people, millions of viewers wish to live just like the lead actor, buy a product seen in some film or change your mind about something that is cleverly emphasized through the film. Covert advertising in film is more accessible than in other media because it facilitates the possibility of artistic expression. For example, the tobacco industry uses the possibility of artistic expression to advertise tobacco products, although they are prohibited from advertising . In already mentioned film Furious 7 , an actor Vin Diesel wore Under Armour T-shirt which significantly increased the popularity of the brand. It is worth mentioning that in this film, the appearance of 96 products and services is recorded. That film holds the record of covert advertising among the 10 all-time worldwide box office gross films. One of the first examples of covert advertising on American media space was the cartoon Popeye the sailor man who promoted spinach as a healthy food that makes your muscle grow. After the first year of airing the cartoon, the spinach sales increased by 30% in the USA.
3 Film "E.T.", popularized Reese’s Pieces sweets by Hershey's. Advertising in video games and vlogs Even though covert advertising is predominant in films, it is becoming even more represented in video games, videos, books, newspapers and vlogs of famous YouTubers E.g. in video games: monopolization – one brand fully monopolizes a video game billboards - commercials are put on billboards within a video game reality simulation – in case when characters in video game use the product in real surrounding (e.g in football video game teams wear Adidas tracksuits, driver in car race video game drives Ferrari …) Advertising through YouTube vlogs is still very unregulated, so vloggers and brands successfully use it. Dutch research stated that in 90 of 100 analyzed vlogs of popular Dutch vloggers, it is shown one or more branded products. Some YouTube stars openly speak about their income for trying out a product. YouTube star Jeffree Star posted on Twitter that some brands pay him up to 165,000$ to try their products. Covert advertising of social topics The contents of covert advertising are also numerous social and political themes, not just economic propaganda. "Some have intention to point out the social phenomena, happenings and injustice that are happening around us, and some are focused on their promotion or solely criticism." American films very commonly impose the idea that the USA is now the protector of the free democratic world, prior in the fight against communism, and today in the fight against terrorism and Islamist threats. An example of covert advertising in film Film Fried Green Tomatoes (1991) directed by Jon Avnet . Film points to more social topics such as domestic violence and racial discrimination. It seemingly focuses on social topics as well as the death of beloved person and business success, but it also deals with love and friendship between two women.
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