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Brand Marketing
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Why We Eat, Drink, And Wear Brand Names
Are we branded for life? Branding is a revolution in marketing as well as a shift in how we view the world. Marketers create a world in which objects have personalities. One cannot understand youth culture, marketing, or our consumer society without an in-depth exploration of the power of brand names.
Use Brand Marketing for units in marketing, business education, advertising, persuasion, and consumer education. Learn about brand equity, brand and line extensions, co-branding, and celebrities as brands.
19 minutes.
Copyright © 2000 Learning Seed
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| | DVD | | SKU: | LS-1244-00-DVD | | Description: | ISBN: 1-55740-938-2
 | | Weight: | 1 lbs. | | Price: | $99.00 | |
| | VHS | | SKU: | LS-1244-00-VHS | | Description: | ISBN: 0-917159-04-7
| | Weight: | 1 lbs. | | Price: | $99.00 | |
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Why Ads Work: This video argues that the most important words in advertising are the ones you don't see or hear. Ads are carefully crafted to allow viewers to deceive themselves. For example, a furniture ad claims, "This sofa is a $899 value, but you can buy it this week for only $599." Does the ad offer a $300 saving or not?
The Power Of Self-Deception
The most important words in advertising are the ones you don't see or hear. Why Ads Work proposes that ads rarely lie, they merely allow plenty of room for self-deception. Ads use humor, drama, and entertainment because people being humored and entertained are not critical - they "suspend their disbelief." In short, they become the perfect consumer.
Why Ads Work will help your students reclaim their critical powers. Think of this video as a re-training of listening and reading skills. The technique is to focus on claims made by ads - the actual selling part that "claims" some benefits or value for the product.
Learn:
• How claims are devalued by small words or phrases such as up to, as much as, from, can, or fights. These phrases can completely change the meaning of a claim, yet most listeners fail to hear them. They see "works to fight wrinkles," but hear "prevents wrinkles."
• When "best" means "better" and "better" means "best". Why so many products can claim to be the best, the strongest, the most powerful, etc.
• The meaning of puffery and the difference between facts and opinions.
• The "magic" of Water is Wet claims. These are claims true for all brands but phrased in such a way as to make it sound unique and exciting.
21 minutes.
Copyright © 1996 Learning Seed
Teaching Guide
Adobe Acrobat Format
Microsoft Word Document
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Why You Buy: If your advertising videos were produced back in the 20th century, it's time to update and discover Why You Buy: 21st Century Advertising. Advertising once aimed to persuade or claim product superiority. But today's ads often make no claims for the product and use subtle tactics to get around our substantial defenses against commercial arm twisting.
21st Century Advertising
If your advertising videos were produced back in the 20th century, it's time to update and discover Why You Buy: 21st Century Advertising. Advertising once aimed to persuade or claim product superiority. But today's ads often make no claims for the product and use subtle tactics to get around our substantial defenses against commercial arm twisting.
This new video looks at person-to-person selling, direct mail, ads and emotions, and TV commercials to reveal how they sneak under our persuasion radar.
23 minutes.
Copyright © 2002 Learning Seed
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