Copywriting task

 Advertisement

Advertisement is a notice or announcement in a public medium promoting a product, service, or event or publicizing a job vacancy.

Several function of advertisement :

·       Identifying brands

·       Information

·       Persuasion

·       Previewing new trends

·       Demand

·       Competitive pricing

Identifying an advertisement

1.           Beautiful people

 Beautiful people uses good-looking models (who may also be celebrities) to attract our attention. This technique is extremely common in ads, which may also imply (but never promise!) that we’ll look like the models if we use the product. 

Ex :  An advertisement about the beauty product like soap and cosmetic..

 

Advertisement of the beauty product use the beautiful people because certainly in this name is beauty product, so that more interest the reader could with the beautiful people inside this advertisement. It  could be fact and interest the reader.

2.           Bribery

This technique tries to persuade us to buy a product by promising to give us something else, like a discount, a rebate, a coupon, or a "free gift.” Sales, special offers, contests, and sweepstakes are all forms of bribery. Unfortunately, we don’t really get something for free -- part of the sales price covers the cost of the bribe.  

Ex : an advertisement of the last year promotion

An advertisement of the last year promotion use the bribery so that the customer can be interest to buy this product with the big discount. This advertisement include bribery because in there that exposed discount  50% and free.

3. Celebrities
 (A type of Testimonial – the opposite of Plain folks.) We tend to pay attention to famous people.

Ex :

This advertisement include celebrities because in this advertisement there the picture of celebrities ( caesar hito and agnes mo )

That’s why they’re famous! Ads often use celebrities to grab our attention. By appearing in an ad, celebrities implicitly endorse a product; sometimes the endorsement is explicit. Many people know that companies pay celebrities a lot of money to appear in their ads (Nike’s huge contracts with leading athletes, for example, are well known) but this type of testimonial still seems to be effective.  

4.        Experts
(A type of Testimonial.) We rely on experts to advise us about things that we don’t know ourselves. Scientists, doctors, professors and other professionals often appear in ads and advocacy messages, lending their credibility to the product, service, or idea being sold.

Ex : the manufacture of construction equipment

Use the expert because in the manufacture of construction equipment requires an individual expert in order to implement the items that the advertised. Yes the equipment is not only at the picture, but if sometimes we see this advertisement on the television that use the expert.

5.  Explicit claims

Something is "explicit" if it is directly, fully, and/or clearly expressed or demonstrated.

For example, some ads state the price of a product, the main ingredients, where it was made, or the number of items in the package – these are explicit claims.  So are specific, measurable promises about quality, effectiveness, or reliability, like “Works in only five minutes!” Explicit claims can be proven true or false through close examination or testing, and if they’re false, the advertiser can get in trouble. It can be surprising to learn how few ads make explicit claims. Most of them try to persuade us in ways that cannot be proved or disproved

Ex :

 

This advertisement include the explicit claims because on that exposed “ pake setengah,…irit!! “ and in the harpic advertisement that demonstrate that “ clean on the 10 second “ if we see at the television.

6. Fear

This is the opposite of the Association technique. It uses something disliked or feared by the intended audience (like bad breath, failure, high taxes or terrorism) to promote a "solution.” Ads use fear to sell us products that claim to prevent or fix the problem. Politicians and advocacy groups stoke our fears to get elected or to gain support.

Ex: advertisement of political or public service announcement

Because in the advertisement of political is so many involve the problem solving of the one cases an involving fear.

7.  Humor

Many ads use humor because it grabs our attention and it’s a powerful persuasion technique. When we laugh, we feel good.

Ex :

We can find the humor on the picture (monkey) and this slogan ( “sempit karena badan muat karena teman”)

Advertisers make us laugh and then show us their product or logo because they’re trying to connect that good feeling to their product. They hope that when we see their product in a store, we’ll subtly re-experience that good feeling and select their product. Advocacy messages (and news) rarely use humor because it can undermine their credibility; an exception is political satire.  

8. Repetition

Advertisers use repetition in two ways: Within an ad or advocacy message, words, sounds or images may be repeated to reinforce the main point. And the message itself (a TV commercial, a billboard, a website banner ad) may be displayed many times. Even unpleasant ads and political slogans work if they are repeated enough to pound their message into our minds.

Ex ;

The advertising of the product has repetition of the woed " susu kentak manis cap enak.. yang penting enak.. " to make audience familiar and to easily remember the name and the product.

9.  Testimonials

Media messages often show people testifying about the value or quality of a product, or endorsing an idea. They can be experts, celebrities, or plain folks. We tend to believe them because they appear to be a neutral third party (a pop star, for example, not the lipstick maker, or a community member instead of the politician running for office.)

This technique works best when it seems like the person “testifying” is doing so because they genuinely like the product or agree with the idea.  Some testimonials may be less effective when we recognize that the person is getting paid to endorse the product.

Ex :

On that advertisement include the testimonials because it’s use the testimony like enclose some picture or sentences.

10. Bandwagon

Bandwagon technique is a form propaganda that exploits the desire of most people to join or to use these products. A  famous artists such as agnes would use this shampo. And people who also use Clear shampo, their hair will look as beautiful and as well Agnes Monica.

Ex :