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Advertisement Targeting and Techniques Assessment (Teacher Answer Key) Directions: Complete the following assessment to ensure you’re familiar with the various techniques advertisers use to target their audience(s). You’re provided with the technique and its definition; your task is to match the each persuasion technique with the advertisement that best fits it. You’ll use each technique only once. Note for teachers: You can adapt this assessment using various free online quiz tools (e.g., Google Forms Quiz, Kahoot, Hot Potato, etc.) Persuasion techniquesBandwagon – the argument that if everyone is going something, then you should do it tooGlittering generalities – words that have positive meanings and are connected to concepts held in high esteem (e.g., liberty, democracy, honor, etc.) Testimonial – connects a famous person to a product or item Snob appeal – assumes or insinuates that this particular product/item/idea is superior to othersPlain folks – connects the product/item/idea to ordinary people (opposite of testimonial and snob appeal) Logical appeal (logos) – appeals to your logic to convince you that you’re making the right decision when purchasing their product Emotional appeal (pathos) – appeals to your emotions whether those emotions are positive or negative Ethical appeal (ethos) – appeals to you by emphasizing the credibility of a product/item/idea Repetition – repeats words, phrases, images, or symbols several times to get your attention and help you remember the product/item/idea Association – links a product/item/idea with something you already like or desire (e.g., fun, success, wealth, beauty, youth, etc.) Facts and figures – uses tables, graphs, and statistics to underscore the superiority of a product/item/idea Patriotism – appeals to one’s love of country and desire to support one’s country Advertisement Persuasion Technique A magazine ad for a car features an American flag in the backgroundPatriotism A commercial for Coke features Taylor Swift singing a song to endorse the product Testimonial A billboard ad for an organic food brand asserts its superiority above all other brands Snob appeal A commercial for dog food features a little kid playing with his puppy Pathos A social media ad for a kid’s snack claims that it’s mother-approved Ethos A print ad for a new computer software says that it’s so easy to use that everyone is using itBandwagon An ad for a grocery store features a regular family sitting around the dinner table Plain folks A commercial for a candy bar ends with #expecthappiness Association A magazine ad for a fast food chain uses percentages and numbers to claim that their fries are the healthiest Facts and figuresAn ad for a coffee drink features words like smooth, creamy, and tasty Glittering generalities A social media ad for toothpaste claims that it provides dentist-approved, expert reliefLogos A print ad for a store features its logo on various items found within the ad Repetition ................
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