Understanding Advertising

Advertising in the 21st Century has changed greatly due to digital media. In the past the most popular way to advertise products was on the radio, through television advertisements and via magazines and newspapers.

Advertisers can now connect with us in a wider variety of ways. These ways include, via social media. Think of the social media you use and the advertisements that you see when you are online.

One thing that hasn't changed over the years is the fact advertisers make assumptions about people and use these to create a 'target audience.' This is the target of their ads, the group they hope will be most interested in their ads, it relies on stereotypes and our cultural beliefs/assumptions about what is 'normal.' What is this ad assuming??

Look at the techniques on the following slide advertisers use to attract our attention. Can you think of a specific advertisement that uses one of these techniques ?

• FOMO

• Celebrity endorsements or influencers

• Stereotypes and assumptions

• Feel good moments

• Annoying songs or images you can't forget

• Implying your age group/gender needs this

• Emotive appeals