T e x t 4

The World of TV Commercials

Read the text about the most effective advertisements.

Some people love them – others hate them – but almost everybody watches dozens of TV commercials every day. They are, in fact, a vital part of today’s media culture. Why? Because they don't just sell us products – they also reflect our dreams, fears, stereotypes and fantasies. So how do they work?

First of all, the indispensable elements of a TV commercial that impress the public are:

The Concept. This is a general idea for the style of the commercial. For example, it may be a cartoon fantasy, a 50s rock and roll party or a romantic beach scene. Some of today’s most popular concepts include... • themini-soap (a series commercials which tell a story) • the environment (this shows how healthy and natural a product is) • “the new man” (images of gentle, sensitive men, often shown with babies or young children) • “the female executive” (images of successful women with glamorous, busy lives).

The Slogan.This usually is a short, clever, easy-to-remember phrase. Three recent slogans in British commercials were... “Gas – the heat of the moment” (British Gas), “Sony – why compromise?” (Sony), “Everything you want from a store and a little bit more” (Safeway supermarkets).

The Music. Images and words are bothvital factors in a TV commercial. Another is the music. Some ads have their own short song or “jingle” (which usually includes the slogan). Others use pop, jazz or classical tunes to create a mood, which fits the product.

The Slot. “Slots” are the short breaks during and between programmes. TV companies sell them to advertisers, but not all for the same price. A slot at 4.30 p.m., for example, is much cheaper than one at 8 p.m. That’s because more people watch TV in the evening or “peak viewing” hours.

In a TV commercial the advertiser is trying to persuade you to go out and buy something. He wants to make you feel that you really must have it. There are a number of different ways of doing this.

1. The snob effect. You are told that the product is most exclusive and of course rather expensive. Only the very best people use it.

2. The “scientific” effect. A serious-looking man with glasses and a white coat, possibly a doctor or a professor, tells you about the advantages of the product. More often he mentions “miracle ingredients” or “scientific testing” to persuade us.

3. The words-and-music effect. The name of the product is repeated over and over again,put into a rhyme and sung several times, in the hope that you won't forget it. The sung rhyme is called a “jingle”.

4. The ha-ha effect. The advertiser tries to make you laugh by showing people or cartoon figures in funny situations.

5. The VIP (Very Important Person) effect. Well-known people, like actors or football-players, are shown using the product.

6. The super modern effect. The advertiser tries to persuade you that his product is a sensation or something really new.

7. The go-go effect. This is suitable for the teenage market. It shows young people having a party, singing, laughing, having a wonderful time, and, of course, using the product.

Persuasive advertising works on the following principles:

1. Repetition. The simplest kind of advertising. A slogan is repeated so often that we begin to associatea brand name with a particular product or service.

2.Endorsement. A popular personality is used in this advertisement.

3.Emotional appeal. Advertising often appeals to basics such as mother-love, sex, manliness, femininity.

4. “Keeping up with the Jones's”. An appeal to pure snob value. You want to appear to be richer or more successful than your neighbours.

5. Comparison. The advert lists the qualities of a product in direct comparison withrival products.

6. An appeal to fear or anxiety. This type is similar to 3, bug works on our fears.

7. Association of ideas. This is usually visual. Until it because illegal in Britain, cigarette advertising showed attractive, healthy people smoking in beautiful rural situations.

8. Information. If a product is new, it may be enough to show it and explain what it does.

9. Special offers/free gifts. This is a very simple and direct appeal — it's half price!

10.Anti-advertising. This is a modern version, which appeals to the British sense of humour. It makes fun of the techniques of advertising.