Media Awareness: Advertising

Category: Education

Presentation Description

Introduces high school students to some of the appeals used to shape consumer behavior through advertising.


Presentation Transcript

. . . the hand in your pocket: 

. . . the hand in your pocket ADVERTISING


It is almost impossible to avoid being bombarded with advertising. Advertisements use various persuasive techniques to get consumers to buy products. These persuasive techniques are designed to make us think about a product in a particular way. Being aware of the persuasive techniques helps us become more thoughtful consumers. For each of the following, you will be provided with a definition for the advertising appeal, and then a set of ads that show this appeal. You will have to identify why the ads are examples of that particular technique. Introduction

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This advertising appeal aims to persuade people to do a certain thing because the masses are doing it. In other words, you’re not cool unless you have or do the same thing everyone else does. Bandwagon

Bandwagon . . . explain why: 

Bandwagon . . . explain why 1. 2. 3. 4.

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The use of positive events characterizes this advertising appeal. Declaration of a great discount or sale on a holiday and making luxury items available at affordable prices are often used to aim mass appeal. It’s a party, or a fun thing to do. Euphoria

Euphoria . . . explain why: 

Euphoria . . . explain why 1. 2. 3. 4. 5. 6.

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Advertisements sometimes use humour to joke about an embarrassing personal problem. Humour is also used to create a warm or pleasant emotional association with the product or to just get the consumer to remember the product. Humour

Humour . . . explain why: 

digestive relief Humour . . . explain why alarm clock headphones Sports channel on ph one dog food . . . dog has human hand in its mouth 1. 2. 3. 4. 5.

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This advertising appeal makes use of an attack on the products in competition with the product being advertised. Direct name-calling involves making a direct attack on the opponent while indirect name-calling makes use of sarcasm to demean the products of the competitors. Name-calling

Name-calling . . . explain why: 

Name-calling . . . explain why PS 2 When your girlfriend bores you shitless. 1. 2. 3. 4. 5. 6.

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This technique attempts to appeal by providing the audiences with survey results, medical language, or images that include medical professionals. Scientific Evidence

Scientific Evidence . . . explain why: 

Scientific Evidence . . . explain why 1. 2. 3. 4. 5. 6.

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Sex sells! Usually the product suggests – either overtly or covertly – that the consumer will be sexier or can only be sexy if he/she acquires the product . Sex

Sex . . . explain why: 

Sex . . . explain why 1. 2. 3. 4. 5.


Testimonial Testimonial makes use of the human tendency to imitate those they idolize or respect. Celebrities are used as ambassadors for products in order to promote the sale.

Testimonial . . . . explain why: 

Testimonial . . . . explain why 1. 2. 3. 4. 5. 6.

PowerPoint Presentation: Sources: Part 3