4.2.2 Time to Read


Producers must market ideas to meet needs and desires of consumers, and they must appeal to their selected audience. If an ad is interesting and influences its audience effectively, profits increase.


Choices made in the production of an ad are interesting! Knowledge of human psychology is applied to advertising elements to influence and manipulate consumers.


The knowledge a company has of its audience has a huge impact on the success or effectiveness of a commercial. Advertisers have specific, and heavily researched, ideas about how various demographics or psychographics think, want, desire, act, react, and live.


A common example of the power of demographics or psychographics involves emotional triggers in audiences. An advertisement can make us feel tense, annoyed, joyful, excited, distrustful, or trusting by manipulating certain elements included in production. Our emotional response causes us to believe life will improve only with the purchase of the product.


©Bruce Dale/National Geographic Creative


Time to Read


Read and view the following texts before proceeding to the next assignment:


1.  "Advertising", in your English Language Arts Handbook for Secondary Students , pages 167 to 170

2. Film Study Tutorial

You may wonder why this is important when you are doing assignments based on advertisements, not films. Ads are, in essence, short films. The same viewing elements and ideas apply to each, though advertisements are much shorter.