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WHSName:EconomicsL1 - Persuasive Techniques in AdvertisingDo Now:Where do you encounter advertising?Which specific advertisements "stick in your head?"What makes these advertisements memorable?? Do you think advertisements have an effect on your personal interests?Persuasive Techniques The persuasive strategies used by advertisers who want you to buy their product can be divided into three categories: pathos, logos, and ethos. Pathos: an appeal to emotion.An advertisement using pathos will attempt to evoke an emotional response in the consumer. Sometimes, it is a positive emotion such as happiness: an image of people enjoying themselves while drinking Pepsi. Other times, advertisers will use negative emotions such as pain: a person having back problems after buying the “wrong” mattress. Pathos can also include emotions such as fear and guilt: images of a starving child persuade you to send money.Logos: an appeal to logic or reason.An advertisement using logos will give you the evidence and statistics you need to fully understand what the product does. The logos of an advertisement will be the "straight facts" about the product: One glass of Florida orange juice contains 75% of your daily Vitamin C needs.Ethos: an appeal to credibility or character.An advertisement using ethos will try to convince you that the company is more reliable, honest, and credible; therefore, you should buy its product. Ethos often involves statistics from reliable experts, such as nine out of ten dentists agree that Crest is the better than any other brand or Americas dieters choose Lean Cuisine. Often, a celebrity endorses a product to lend it more credibility: Catherine Zeta-Jones makes us want to switch to T-Mobile.Practice labeling pathos, logos, and ethos by placing a P, L, or E in the blank:_____ A child is shown covered in bug bites after using an inferior bug spray._____ Sprite Zero is 100% sugar-free._____ A 32-oz. bottle of Tide holds enough to wash 32 loads._____ A commercial shows an image of a happy couple riding in a Corvette._____ Cardiologists recommend Ecotrin more than any other brand of aspirin._____ Miley Cyrus appears in Oreo advertisements._____ A magazine ad shows people smiling while smoking cigarettes.Persuasive Techniques in Advertising online video. on this video: Explain how the television, print, and online advertisements utilize the three rhetorical strategies.? Additional Persuasive Techniques in AdvertisingThe following are some more specific strategies that advertisers use. Often, they overlap with the rhetorical strategies above.Avante Garde - The suggestion that using this product puts the user ahead of the times. A toy manufacturer encourages kids to be the first on their block to have a new toy.Weasel Words - “Weasel words” are used to suggest a positive meaning without actually really making any guarantee. A scientist says that a diet product might help you to lose weight the way it helped him to lose weight. A dish soap leaves dishes virtually edy Appeal - The ad makes you laugh. Humorous ads work best with established and commonly purchased products such as cellphones, fast food and alcoholic beveragesPatriotism - The suggestion that purchasing this product shows your love of your country. A company brags about its product being made in America.Transfer - Positive words, images, and ideas are used to suggest that the product being sold is also positive. A textile manufacturer wanting people to wear their product to stay cool during the summer shows people wearing fashions made from their cloth at a sunny setting where there is a cool breeze.Plain Folks - The suggestion that the product is a practical product of good value for ordinary people. A cereal manufacturer shows an ordinary family sitting down to breakfast and enjoying their product.Snob Appeal - The suggestion that the using product makes the customer part of an elite group with a glamorous lifestyle. A coffee manufacturer shows people dressed in formal attire drinking their brand at an art gallery.Bribery - Bribery offers you something “extra.” Buy a burger; get free fries.Bandwagon - The suggestion that you should join the crowd or be on the winning side by using a product—you don’t want to be the only person without it!Celebrity endorsement - You want the product because someone famous uses it. Sneaker companies such as NIKE often use this approach.Activity – Place the specific correct persuasive technique next to the ad below.______________________1. A 24-hour deal on Groupon for an extra vacation package.______________________2. Dawn dishwashing liquid leaves dishes spotless______________________3. “If Kristen Stewart wears TOMS shoes, TOMS must be cool”______________________4. “If I have an iPhone, I’m in the club”______________________5. “If 47 of my friends like this brand of car, I’ll like it too”______________________6. Ad or commercial uses humor to catch your attention______________________7. “Mike Rowe from Dirty Jobs drives a Chevy truck; he’s a down-to earth guy. I should drive a Ford truck too.”______________________8. Ford trucks, built in America.______________________9. Be the first in your neighborhood to have the new Star Wars Rebel playset.______________________10. Drink Lipton ice tea, it’s a nice way to relax and enjoy yourself.WHSName:EconomicsL2 - Demographics in AdvertisingDo Now: The definition of demographics: the characteristics that make up a human population such as gender, age, and race.? Complete the demographic organizer below. Examples of “other” categories include social group, economic status, religion, level of education, region of the country, and so forth.438150091440GENDER -00GENDER -266700139065RACE - 00RACE - 39624007239000229552572390002838450140970YOU00YOU405765038101002343150161925004381500116205OTHER - 00OTHER - 314325163830 AGE GROUP - 00 AGE GROUP - 349567513589000239966517145 OTHER - 00 OTHER - With these demographics in mind, list of specific types of media that people expect toappeal to someone like the person you described above:TV programs Music Movies1. 1. 1.2. 2. 2.3. 3. 3.This is how advertisers think of consumers: not as individuals, but as members of groups that tend to believe, behave, or purchase in certain patterns. Even when an advertisement is appealing to the idea of individuality (such as Burger King's "Have It Your Way" promotion), advertisers are appealing to the demographic group of "people who like to be thought of as individuals," not to any single consumer.Targeted CommercialsAdvertising isn’t a random process—commercials are often carefully chosen to match the “target audience” of a particular show. the commercialsAge range of the target audience:? 0 - 4? 5 - 9? 10 - 12? 13 - 17? 18 - 24? 25 - 35? 36 - 49? 50+Race of the target audience? African-American? Asian? Caucasian? Hispanic? OtherGender of the target audience? Male? FemaleOther characteristics?After the programIn at least one paragraph, explain whether or not the commercials matched the target audience for the show. Give specific examples of products, considering for whom the products were intended.________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________WHSName:EconomicsLong term Assignment: Commercial DigChoose a television show to watch. Keep a detailed list of eight different commercials you see during this show. These all should come from the same show: You must resist the urge to change the channel. Follow the example at the top of the chart.Name of TV program: ________________________________________Date and time of broadcast: ___________________________________Product namePurpose of productTo what extent doesthis product appeal toyou?(1 = not at all; 5 = I want it!)Example: Domino’s pizzaTo satisfy my hunger31.2.3.4.5.6.7.8.WHSName:Economics – Computer RoomL3 - What are some techniques advertisers use to persuade consumers to buy their products that we learned? Remember that advertisers "target" certain audience demographics to make the process of persuasion more efficient and focused. You will have the opportunity to apply this knowledge by looking at some real ads for real products. Directions: In groups of three or four, use the following resources to complete the Analyzing Ads worksheet.Resources:Magazine Ads: Ad Access: , Ad Flip: CommercialsI Spot Ads: AdsWordstream: AdsDirections: Choose six advertisements–two magazine ads, two television commercials, and two internet-based advertisements—and explain how each uses pathos, logos, and ethos. Not every advertisement will use all three, but examine the ad carefully before you decide to write “none.” Also list any other strategies used. Refer to the definitions and examples given earlier for help.Product NameUse of pathosUse of logosUse of ethosOther strategies1.2.3.4.5.6.WHSName:EconomicsL 4 - Commercial Assessment RubricDirections: Use the Commercial Assessment Rubric to evaluate one of the advertisements each group chose in the computer room.4321PathosThe advertisement usesclear emotional appeals tosell the product.Emotional appeals are effectively persuasive within the context of thecommercial.The advertisementattempts to evokeemotion in its intended audience. Emotionalappeals may not directly contribute to the overall persuasive effect.The advertisement makes reference to emotion without appropriate context. Persuasive effectis minimal.The advertisement does not attempt to use any emotional appeal to persuade the audience.LogosThe advertisement uses clear logical appeals to sell the product. Logic isused to convey details about the product’s purpose and function.The advertisementattempts to refer tological functions of the product. Logic may be somewhat unclear.The advertisement uses facts or statistics that donot contribute to thepersuasive effectivenessof the advertisement.No logical appeal is used.EthosThe advertisement clearly establishes the credibilityof the “company” through the appropriate use ofexpert testimonial orcelebrity endorsement.The advertisementattempts to establishcredibility with moderateresults.A celebrity or credibleexpert may be mentioned, but does not contribute tothe effectiveness of the advertisement.No credibility isestablished in thisadvertisement.Other Strategies?The advertisement clearly and effectivelydemonstrates the use of a mix of strategies to sell the product.Other strategies areclearly utilized in theadvertisement.The advertisementattempts to use otherstrategies with little or no effect on its overallpersuasiveness.The advertisement makes no attempt to utilize other strategies.Your EvaluationProductScoreReason1.2.3.4.5.6.WHSName:EconomicsL5 - Advertising Advantages: Television vs. Print vs. OnlineDirections: Imagine you are working on an advertising campaign for a new product. You’ve been assigned the task of preparing a report on the benefits of three types of advertising: on television, in print media, and online. Your ideas will help the team choose an advertising strategy.List the advantages (from an advertiser’s standpoint) of using each type of media. Whenever possible, try to connect these advantages to pathos, logos, and ethos.Advantages of advertising on televisionExample: The use of sound demands the viewer’s attention.1.2.3.4.Advantages of print advertisingExample: People can take their time reading the ad.1.2.3.4.Advantages of internet-based advertisingExample: Consumers can often purchase the product immediately.1.2.3.4.WHSName:EconomicsL6 - Commercial Dig Reflection QuestionsAfter completing the Commercial Dig chart, take some time to reflect on what you observed and plan a response to your findings. Use these questions as a guide.Question # 1:Does who you are have anything to do with what you choose to watch on TV? Explain your answer using specific examples.________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________Question # 2:Think about the demographics of the show you watched—the age group, race, gender of the people who watch the show. The commercials during a show correspond to the demographics for the TV show. Was this true for what you observed on your Commercial Dig chart? Give specific examples.________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________Question # 3:What effect do you think advertising has on you? Does advertising make you more interested in products, or do you already know what products you want?________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________Question # 4:Is advertising ever unfair? When can advertising actually be harmful to a group of people? Which advertisements could be viewed as harmful or unfair to a group of people? Can targeting a specific demographic sometimes encourage stereotyping? When do you see stereotyping in advertisements?________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________WHSName:EconomicsL7 - Advertisement ProjectDirections: You will be creating a commercial for a fictional productForm small groups and decide on a product to advertise.Determine the target audience for your product, remembering previous lessons on demographics.Create a print, filmed, live, and/or Internet advertisement for their product.? Take into account your observations from the Advertising Advantages: Television vs. Print vs. Online.Use the Planning Your Advertisement sheet to plan for an advertisement that will target the previously determined demographic, and demonstrate pathos, logos, ethos, and three of the "other strategies." Make sure review the expectations set forth in the Commercial Assessment rubric.ResourcesComic Creator - Press - software such as iMovie and Windows Movie Maker may be used to edit any filmed commercials.Web creation sites such as PBWorks and Google Sites may be used to create Internet-based advertisements.WHSName:EconomicsL8 - Persuasive Techniques in Advertising Reflection Questions1. What do you feel is the most important information you learned from this studyof advertising? Why is this important? How might it change your attitudes or behaviors in the future?________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________2. What surprised you most in this lesson? Why did this surprise you?________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________3. What questions do you still have about the way advertisers persuade consumers to purchase or learn more about their products?________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________4. Of what aspect in your own advertisement are you the most proud? What aspect do you feel could still use some additional work?________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ ................
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