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Desire-Stimulating

Published on Feb 06, 2016

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PRESENTATION OUTLINE

Desire-Stimulating

The Pitch by Hugh Rank

The two previous lessons focused on how ads get our attention (Hi) and get
our confidence (Trust Me). This lesson is about the way ads stimulate our
desires (You Need) by promising benefits: a pleasure to be gained, a pain to
be relieved, a posession to be safeguarded, a problem to be avoided. Advertisers
often call this reason why people want something the "main selling point."

This chapter will discuss the FORM (how claims and promises can be explicitly said in words, or implicitly suggested in words and images) and the content
(what are the appropriate and predictable concepts
product-centered ads and to audience-centered ads).