Study different styles of presenting messages and think which of them could be more preferable. Give arguments for your answer

· Slice of life. This shows one or several people using the product in a normal setting. A family seated at the dinner table might express satisfaction with a new biscuit brand.

· Lifestyle. This emphasizes how a product fits in with a lifestyle. A scotch whisky ad shows a handsome middle-aged man holding a glass of Scotch Whisky in one hand and steering his yacht with the other.

· Fantasy. This creates a fantasy around the product or its use. One of Revlon’s cosmetics ads features a barefoot woman wearing a chiffon dress. She comes out of an old French barn, crosses a meadow, and confronts a handsome young man on a white steed, who carries her away.

· Mood and Image. This creates an evocative mood / image around the product, such as beauty, love or serenity.

· Musical. This uses background music or shows one or more people or cartoon characters singing a song involving the product. Many Cola ads have used this format.

· Personality Symbol. This creates a character that personifies the product. The character might be animated or real. (e.g. Mr. Muscle)

· TechnicalExpertise. This shows the company/s expertise and experience in making the product.

· Scientific Evidence. This presents survey or scientific evidence that the brand is preferred or outperforms other brands.

· Testimonial Evidence. This features a credible, likable source praising the product. It could be a celebrity or ordinary people saying how much they like the product.

Illustrate the above given techniques with the examples of your own. How effective are the advertisements?

Read what famous people said about the essence of advertising. Discuss the extent to which you agree or disagree with the opinions stated below. Support your viewpoint with reasons and examples from your reading, observations or your own experience.

· Advertising is the greatest art form of the twentieth century.

Marshall Mcluhan (1911-1980)

Canadian communication theorist

• You can tell the ideals of a nation by its advertisements.

Norman Douglas (1868-1952)

British author

• Promise, large promise is the soul of an advertisement.

Samuel Johnson (1709-1784)

British author

· Early to bed and early to rise, work like hell, and advertise.

Laurence J. Peter