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Room 2- Amina, Christlyne, Mahi, Martha, Athirai

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Advocacy advertising is a type of advertisement that aims to influence public opinion or behavior about a social, political or economic issue rather than promoting a product or service.

Primary Audience includes:

Decision-Makers: Those with the authority to implement changes, such as politicians, parliamentary members, or key community leaders.

Influencers: Individuals or groups who can influence the primary audience, including the media, celebrities, interest groups, and specialized professionals

General Public: For health awareness or social issues

Graphics: are bold, eye-catching, and often symbolic. They often include emotional expressions, strong contrasts, or meaningful symbols to quickly communicate the message to the audience so that they can resonate with it.

Language: Advocacy advertisements use persuasive, emotive language designed to influence mindsets, build credibility, and inspire action by leveraging authentic stories. These messages often highlight social responsibility and aim to evoke strong emotions.

Emotions: Advocacy advertisements are designed to champion social, environmental, or political causes rather than just promoting a product, relying heavily on emotional appeals to drive action.

Music: Music in advocacy advertisements is designed to evoke strong emotions, unite communities, and reinforce messages of social justice or support. These soundtracks often feature powerful, uplifting melodies tailored to inspire action and highlight the urgency of a cause.

Cultural Significance: Advocacy advertisements hold significant cultural weight by acting as powerful social influencers that shape beliefs, break stigmas, and reflect or shift societal values. They transform advertising from simple commerce into a tool for social commentary, forging deeper emotional connections between brands and audiences.

Example:

"Save water, Save life" campaign by United Nations

The “Save Water, Save Life” campaign by the United Nations is an advocacy advertisement that encourages people to conserve water. It targets the general public, especially students and families, by using simple visuals like dripping taps and the Earth to show the importance of water. The message is short and powerful, making it easy to remember, while the advertisement creates a sense of responsibility and urgency about water wastage. Through relatable situations and sometimes soft, serious music in videos, it effectively raises awareness and promotes the cultural value of protecting natural resources.

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Public service advertisement room 5 (Tasneem, Beulah, Arika) 

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Public service advertisement room 5 (Tasneem, Beulah, Arika) 

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Public service advertising is a type of advertisement created to spread awareness about important issues that affect society, such as health, safety, environment, and social responsibility. Its main aim is not to sell a product but to inform and educate people and encourage them to adopt positive behavior. To understand such an advertisement, we first identify the target audience, which means the group of people the ad is trying to reach. This can be understood by looking at the language, visuals, and message. For example, simple language and colorful images may target children, while serious tone and facts may target adults Some ads may focus on specific groups like drivers, parents, students, or the general public.

Graphics:

The ad uses two yellow road warning signs on a dark asphalt background a colour and style everyone instantly recognises from real roads. The yellow and black colour combination grabs attention and signals caution and warning.

Message and Language:

The left side says "Your life is in your hands" this speaks directly to you, making you personally responsible for your own safety. The right side says "Stay in YOUR lane" the word YOUR is capitalised to put the responsibility on the driver. Together the two sides show the problem and the solution. The language is short, bold, and easy to remember.

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Meaning of Point Of Purchase Advertising: Point of purchase advertising increases the visibility of a brand or product in order to promote purchases. When retailers stimulate a customer's curiosity, they are more likely to make a purchase.

1.Alot of our Buying is implusive.

2.Point Of Purchase advertising is precisely designed to induce us into such buying.

3.Point Of Purchase advertising catches your eye and induces the impluse to buy.

4. Window shopping may also induce this impulse.

5.Banners anywhere can u curious.

EG: Scotch tapes need not be put be put with other products, they have a shelf of their own and is distinctive.

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Informational Advertising - Room 1 (Aishwarya, Jasra, Sairah, Zenha)

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Informational Advertising - Room 1 (Aishwarya, Jasra, Sairah, Zenha)

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Informational advertising is mostly used when a new product is first being introduced. It has a comprehensive approach to the information regarding the product. The emphasis is placed upon making the product name registering sharply, on stressing upon the benefits, and the possible uses to the consumer. When the aim of the advertising is to give people information about the availability, characteristics and prices of goods, we call it "informational advertising." This sort of advertising increases the consumer's range of choice and may improve the quality of the decisions consumers make. Example: FDA The Real Cost Campaign:-
To raise awareness of policy initiatives or public health concerns, nonprofit organizations and government agencies often deploy informative advertising campaigns.
The U.S Food and Drug Administration (FDA), for example, runs an informative advertising initiative to bring the public’s attention to the dangers of tobacco.
One ad that’s part of the FDA’s “The Real Cost Campaign” lists the potential health issues from tobacco in large white letters as a canister of chewing tobacco sits in someone’s back pocket. The emotions evoked in this campaign is that of caution; it serves as a warning and raises awareness of the dangers of consuming tobacco. The target audience is people who are seeking to know more about the product. They are people who don't know enough about the consequences of tobacco

Or younger-aged or less privileged people

Because they aren't aware of this, and they need to have the public health.

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Room 3 - Daaniya , Nidhisha , Sanchi , Krishnapriya 

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Meaning - Comparative advertising involves presenting a product or service as superior to a competitor’s offering, either explicitly by naming the competitor or implicitly through indirect claims.

Normally the competitive product is never name directly but implied however in recent times this has changed as seen in the example .

manufactures have to be careful about not misinforming the public as this can attract a lawsuit .Comparative advertising is legal in Europe, United States, Canada, Australia

and many other developed countries, but some countries do not allow it. It is matter of attitude.

The United States' Federal Trade Commission (FTC) asserts that comparative advertising is "a source of important information to consumers and assists them in making rational purchase decisions". It also "encourages product improvement and innovation, and can lead to lower prices in the marketplace".

Everyone may not accept this uncritically as comparative advertising is known to have produced

skepticism among consumers. Secondly, there is no positive data regarding its success in changing the established choices of the consumers. It can be tricky to resort to this technique, as if executed incompetently, it reinforces attention to the competitor's product.

In the first picture, the samsung phone is folded and in a purple color, which shows how it stands out and it's uniqueness compared to the flat white iPhones It's meant to show to the customers that buying the Samsung phone makes you stand out, which appeals to those who want to be seen with new products used as status symbols.

In the second picture, the same picture is interpreted differently by Pepsi and Coca Cola. Pepsi interprets it as their brand being better than Coca Cola, using the common holiday of Halloween to show Coca Cola as a 'joke' with the popular phrase of 'trick or treat!'.

Coca Cola, on the other hand, mocks Pepsi as a 'wannabe Coca Cola', or a poor imitation of the superior brand. It treats Pepsi as a younger sibling playing dress up with their older sibling's superhero cape.

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Identify Target Audience

Examine How the Advertisement Tries to Entice Audience

Observe the Graphics Used

Read and Understand the Message or Language

Feel the Emotion that the Ad is Attempting to Evoke

Listen to the Music

The Cultural Significance

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Room 4-  Sakina, Shreya, Zunairah, Saatvika -Cooperative advertising

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Room 4-  Sakina, Shreya, Zunairah, Saatvika -Cooperative advertising

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Cooperative Advertising Cooperative advertising is a system that allows two parties to share advertising costs.

Cooperative advertising is when two businesses-- usually one very large business and one small business cost of advertising by advertising together.

Target Audience

• Young adults and teenagers who enjoy fast food combos

• Loyal McDonald’s customers who wait for the McRib’s return

• Soft drink consumers who like pairing meals with beverages

It evokes excitement & urgency, craving, and nostalgia

This advertisement is an example of cooperative advertising because two different brands promote their products together in a single advertisement.

In the ad, Dr Pepper and McDonald’s appear together. The ad shows a drink from Dr Pepper along with the McRib sandwich from McDonald’s. Both brands benefit because the advertisement encourages customers to buy the meal combination rather than just one product.

By promoting the burger and drink together, the companies share advertising space, attract more customers, and increase sales for both products. This joint promotion makes the advertisement a clear example of cooperative advertising.