Tananyag választó:
Reklámszakemberek
Jegyzet szerkesztése:
A reklámszakma igénye az innovatív gondolkodású reklámszakemberekre
Eszköztár:

A vizuális és a verbális kommunikáció hatékonysága

The Effective Nature of Visuals in he Field of Advertising
Lecturer: Today we are going to deal with analysing the importance of visuals in advertising industry. Why do you think it’s important to use visuals nowadays?
Student: In my opinion, in this age of modern technology, when 90% of the people are in a constant rush, with so many competitors everywhere, it would be a big mistake to leave out visuals.
Lecturer: Yes, I couldn’t agree more. Furthermore, we must also bear in mind that the sight of advertisements makes a tremendous visual impact in most cases. It only takes a glimpse at a poster or a short TV commercial, and we’ll remember it for years.
Student: In my view, little children, already at the age of one, are very receptive to new advertisements.
Lecturer: Yes, they are. And it’s probably because most of these advertisements are very simple to follow.

Innovatív célkitűzés: a vizuális gondolkodásmód elsajátítása

Seminar: a Basic Requirement for Future Advertising Agents – They Must Be Visual Types
Lecturer: And today we’ve arrived at a very interesting topic: the importance of visualization for advertising agents.
Student: Why do you think it’s so important?
Lecturer: Thanks to the multimedia systems, television and computers people are more and more receptive to visuals; however, they are less and less receptive to the spoken word. Unfortunately, they don’ like listening to longish descriptions or sentences any more.
Student: Don’t you think it makes the admen’s job easier?
Lecturer: Certainly, it does. If you want to think up a successful advertisement, all you need is a good idea. And you need to garnish it with a visual background.

Pszichológiai tárgyú megfigyelések - a reklámok céljainak tisztázása

In Service Training -The Goals of Advertising
Lecturer: Today we’ll attempt to identify the goals and functions of advertising. Does anyone know how many types of advertising there are?
Participant: I think there are two main categories: 1. informative advertising; 2. persuasive advertising.
Lecturer: As for informative advertisements, they can be identified very easily: they provide us some data about a product. For example, these advertisements can be found on most flyers: they usually consist of the name of the product and the shop. In many cases a short description of the product is also included.
Participant: Don’t you think that persuasive advertisements are more successful?
Lecturer: Yes, they are. Even the name of the category tells us what they are about. All of these commercial build on different persuasive techniques, such as motivating the customer or challenging the consumers’ self esteem. To put it in a nutshell, there used to be an English saying: “to keep up with the Joneses.” And this is what it’s about.