Work in pairs or small groups to discuss your answer to the following question.
Have you ever been tempted to buy something because the advertising or packaging made it look really attractive, only to be disappointed when you got it and saw what it was really like? Give two examples of when this happened.
Types of advertising There are two main types of advertising: informative and persuasive.
Informative advertising simply gives you information about a product, such as size, colour and availability. Persuasive advertising tries to convince you that you really ‘need’ a product. It can be manipulative as it tries to influence your emotions.
Most persuasive advertising is designed according to the AIDA principles: Attract Attention of the potential customer. This may be a distinctive piece of music or eye-catching picture, visuals or graphics. Arouse their Interest in finding out what the ad is about. Stimulate their Desire (or wants) by making the product seem really attractive, or the perfect solution to a problem. Typically, all ads like to show perfect, happy, successful, glamourous or cool people. The underlying message is that if you buy this product, then it will also make you happy, successful, glamourous or cool. Most advertising is as much about selling us an ideal dream or ‘image’ rather than a specific product. Encourage Action by getting you to buy the good or service.
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The following advertisements are analysed according to the AIDA principles: Advertisement A. Fizzy soft drink aimed at everyone
