This document provides an overview of key concepts in advertising production for television, including: - The goal of advertising is to communicate a message to an audience and persuade them, with the message being encoded by the sender and decoded by the receiver. - Semiotics is the study of how signs and symbols create meaning and impact audiences subconsciously. Advertisers aim to create desire for a product using persuasive methods like branding, unique selling propositions, and highlighting benefits. - Colley's advertising effects model shows the stages an audience passes through from unawareness to action. Evaluating ads involves analyzing messages, emotional appeals, benefits, and how the ad positions the product versus competitors.

1. Advertising Production for TV
The Power of Persuasion

2. Explain what you need to do to
achieve today’s aims:
• All of you will be able to
decode Advertising messages.
• Most of you will be able to
analyse various adverting
messages and their impact on
audiences.
• Some of you will be able to
competently evaluate
Advertising effects.

3. Communicating to an audience
• Advertising aims to communicate a message to an
audience.
• If the message is received and persuades the audience,
the advert is successful.
• In order to send an advertising message we need to
encode the message into symbolic representation, so
that it helps to convey an impression to the receiver.
Source Message Receiver

4. Semiotics.
• Semiotics is about how
meaning is created and
communicated to an audience.
• It is the study of how signs and
symbols create meaning.
• It is a way of understanding
how the signs and symbols
have an impact on all of us
subconsciously.

5. • Signifier- the physical object itself.
• Signified- the meaning.

6. Explain the hidden meaning.

7. Decode the messages in this advert

8. Colley’s hierarchy of Advertising
effects model.
Unawareness
Awareness
Understanding
Desire
Action
• Advertising is thought to create
a desire to buy (or add value to
a brand.)
• Advertisers need to use
persuasive methods to do this
by:
- Creating a brand image
- Highlighting a USP( unique
selling point)
- Informing customers of the
need for a product or service.

9. Advertising Persuasion through Branding.
• Colour
• Jingles
• Style/ Techniques
• Slogan
• Logo
• The vibe/ feeling of
the advert.

10. The USP
• The USP (unique selling proposition) relates to
the part of the product that is special.
• It relates to the parts that separate it from
other competitor products/ services.

11. Highlighting the USP.
• Gives you energy
• “Vitalizes your body and
mind”
• “Gives you wings”
• Benefits of drinking are that
you will feel bouncier, lighter
and more energetic.

12. What is the USP with this product?

13. Analyse the advert
• Hidden and overt messages
• Emotional responses or
association
• Benefits offered
• Advantages over other similar
products
• Unique selling proposition (USP)
• Lifestyle appeal;
• Brand identity

14. TASK:Research
• Complete your research
about form and style.
• Start writing about
characteristics of products
or services and
techniques.

15. What did you learn?
• All of you will be able to
decode Advertising messages.
• Most of you will be able to
analyse various adverting
messages and their impact on
audiences.
• Some of you will be able to
competently evaluate
Advertising effects.