LESSON ACADEMIC VOCABULARY COPY MASTER 15 Analyzing ...

LESSON

15

ACADEMIC VOCABULARY

Analyzing Persuasive Techniques in Advertising

COPY MASTER

Persuasive Technique Bandwagon

Celebrity Spokesperson

Emotional Appeals Glittering Generalities

Humor Individuality

Purr Words

Repetition Snob Appeal

How It Is Used

Intended Effect

Suggests that everyone is using the product

Shows a popular celebrity promoting a product

Taps into certain emotions, such as happiness, sadness, or excitement Uses vague words--such as patriotism and freedom--that bring to mind values people agree with; often provides little or no concrete evidence Makes the consumer laugh; often gives little information about the product Appeals to consumers' desire to be different from everyone else; the opposite of the bandwagon appeal

Uses words that have positive connotations, such as "tasty," "fresh," or "sensational"

Uses specific words, images, or phrases that are stated or shown over and over again Taps into people's desire to be special or part of an elite group

? Consumers buy the product because they want to fit in.

? Consumers assume that if others buy it, the product must be good.

? Consumers transfer their respect or admiration of the celebrity to the product.

? Consumers associate the product with the celebrity.

? Emotions prompt consumers to feel a certain way about a product.

? Consumers accept this information, often without questioning why no evidence was given to support the claim.

? Consumers remember the ad and the product.

? Consumers celebrate their own style, or rebel against what others are doing.

? Consumers think of the product as different, fashionable, or cool.

? The words make the product seem more desirable.

? The words appeal to consumers' emotions, rather than their reason.

? Consumers remember the phrases and associate them with the product.

? Consumers associate being special or elite with the product, service, or idea.

Copyright ? McDougal Littell/Houghton Mifflin Company.

Media 15

LESSON

15

STUDENT LESSON SUMMARY

Analyzing Persuasive Techniques in Advertising

COPY MASTER

By recognizing persuasive techniques, you can better understand the effects these techniques have on you and make informed decisions about products and ideas.

HERE'S HOW

Strategy 1: Identify the message and audience. Advertisers use certain techniques to sell their products and ideas. Identifying the message and audience will help you think about why the advertisers may have chosen to use specific techniques. Ask yourself:

? What does the ad want consumers to buy or believe? What is the ad's message?

? Who is the ad targeting? What type of people might this ad appeal to?

Strategy 2: Recognize the persuasive techniques. Advertisers use many techniques to persuade consumers to buy, do, or believe in something. Ask yourself:

? What are the people in the ad like? Advertisers often choose people who may resemble the target audience or might be appealing to them.

? Is a celebrity used to endorse the product? Think about why that celebrity spokesperson may have been chosen.

? Does the ad appeal to emotions or logic? Today's ads don't always give the audience any real information about the product. As you examine the ad, consider how the advertisers might want you to feel. Think about how these emotional appeals may be influencing the way you feel about the product.

? What persuasive language is used? Notice whether purr words are used to make the product seem more appealing. Also listen for repetition. Consider how these techniques are intended to affect you.

? Does the ad provide evidence to support any claims? Be aware of glittering generalities.

Media 15

Copyright ? McDougal Littell/Houghton Mifflin Company.

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LESSON

15

PRACTICE WORKSHEET A

Analyzing Persuasive Techniques in Advertising

Date COPY MASTER

Directions: Advertisers use many persuasive techniques to enhance their messages and target a specific audience. Study the ad, and answer the questions.

Media 15

Copyright ? McDougal Littell/Houghton Mifflin Company.

1. Describe the character in the ad. Based on the character, what can you infer about the target audience?

2. Examine the slogan. What is the ad's message?

3. What type of persuasive technique is used?

a. Emotional Appeal b. Repetition

c. Individuality d. Purr Words

4. Why might this technique have been chosen to advertise Adidas sportwear to this target audience?

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LESSON

15

PRACTICE WORKSHEET B

Analyzing Persuasive Techniques in Advertising

Date COPY MASTER

Directions:What persuasive techniques do you think advertisers choose to target people your age? Choose a TV show that targets people your age, and record it. Then choose three commercials from that show, and watch them several times. Use the chart to compare the messages and techniques used to advertise each product. Share your findings with the class.

1. Name of Product

Product 1

Product 2

Product 3

2. Description of Commercial

3. Message

Copyright ? McDougal Littell/Houghton Mifflin Company.

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4. Slogan

5. Persuasive Techniques (give evidence to support your answer)

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