Media Awareness: Advertising

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Category: Education
     
 

Presentation Description

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

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Presentation Transcript

. . . the hand in your pocket: 

. . . the hand in your pocket ADVERTISING

Introduction: 

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 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.

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http://www.buzzle.com/articles/types-of-advertising-appeals.html Sources: http://www.pbs.org/wgbh/pages/frontline/shows/cool/view/ Part 3