We will take a test on Tuesday on the Advertising Literacy Vocab that was handed out to students last week. If you've lost your paper, here are the terms you need to know: (They can also be found on my website https://docs.google.com/viewer?a=v&pid=sites&srcid=ZGVmYXVsdGRvbWFpbnxtcnN0aGVyaWF1bHRzdHZwcm9kdWN0aW9uY2xhc3N8Z3g6MzFhNjA2YTYxZDVjODUwMQ
ADVERTISING LITERACY VOCAB:
I. Advertising: Tool used to get people to want to buy something. Created mainly to sell something.
A. Found On: Television, Radio, Newspapers, Magazines, Mailers, Billboards, Internet, Movie Theater, Buses, Bus stop benches, etc…
B. Advertisers pay money to television networks or radio and internet to run their ads. The money paid, helps pay for the cost of programs on television, radio and online.
C. Advertisements give people information about a product to help them decide what to buy.
D. Consumer: Someone who buys and uses products and services
E. Federal Trade Commission (FTC): Government agency works to protect consumers from being hurt by advertising. Requires claims in advertising be truthful, and evidence based.
F. Target Audience: a group of people who advertisers think will buy or use the product. Advertisers create ads to persuade the target audience to do, buy or think something. They also put their ads on the medium where their target audience is likely to see it.
G. Advertising Techniques:
1. Endorsement: Featuring someone like a celebrity saying how the product worked for them. Example - When a start talks about his or her favorite product
2. Association: Using images like a cartoon character or the American flag in the hope you will transfer your good feelings about the image to the product. Example-a make-up ad uses a beautiful model
3. Sense Appeal: Using images and sounds to appeal to your senses – sight, touch, taste, etc… Example – a fast food ad shows a close up of a burger
4. Call to action: Tells you what to do. “Buy today” or “Call now”. Example – an ad asks you to call or go online to find out more
5. Hype: Using words like amazing and incredible make products seem really exciting. Example - An ad for an exercise product promises “amazing results”
6. Repetition: Repeating a message or idea so you remember it. Example – An announcer repeats a product slogan
7. Claim: Informing you about how the product works or helps you.
8. Humor: Using ads that make you laugh can get your attention and be memorable.
9. Fear: Using a product to solve something you worry about like body odor.
10. Sales & Price: Showing or announcing a discounted price can make a product more appealing.
11. Special ingredients: Promoting a special ingredient in a product may persuade you to think the product works better than the rest.
12. Games & Activities: Making a commercial that is like a game will get you to spend more time getting to know the product and influencing you to buy it.
13. Must-have: Suggest you must have the product to be happy, popular or satisfied.
14. Prizes, sweepstakes, and gifts: Using a chance to win a prize to attract attention to a product. H.
Questions you should ask yourself when watching an ad:
a. Who is responsible for the ad? b. What is the ad actually saying?
c. What does the ad want me to do?
d. How much do I know about the product?
e. What do others who use the product think of it? O
f. Does the product fit into my budget?
g. Where else can I find information about the product?
OTHER TERMS TO KNOW:
VO: Signifies a voice over in a script
SOT: Signifies sound on tape in a script
VO/SOT: Usually used in News Production.
CG: Signifies title/graphics in a script
SUPER: Superimposition of title usually in lower third of the screen.
SFX: Signifies special effects which could be audio or video effects in a script.
LS/WS: Long Shot or Wide Shot
CU: Close Up
XCU: Extreme Close Up
MS: Medium Shot
OTS: Over the Shoulder Shot
TRT: Total running time
WX: Stands for weather in a news script.
Soundbyte: The audio track portion of radio or TV interview. These are usually no longer than 15 seconds.
B-roll: Supplementary or alternative shots interwoven in video editing with main shots.
Raw footage: Original unedited video footage captured while shooting video.
We will also begin to work on Public Service Announcements this week.