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Recognizing Appeals and Claims zAdapted from Understanding Mass Media by Jeffery Schrank zAds from

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1 Recognizing Appeals and Claims zAdapted from Understanding Mass Media by Jeffery Schrank zAds from

2 Advertisers use claims and appeals to convince us to purchase their products. Lets take a closer look at each and view some samples ads.

3 Sex Appeal zSex is a form of association – used to sell the product. zWomen are expected to associate the shoes with beauty

4 zThe consumer will join the ranks of the elite by using the product zThe ad reads,Extraordinary food for extraordinary dogs. A dog will join the ranks of the elite by eating this dog food. Snob Appeal

5 Appeal to Authority zThis selling device depends on a television star, an athlete, or other public personality to endorse an item. zUse of the product will make the consumer as wealthy, as famous, as talented, or as beautiful as the spokesperson. zA famous person is assumed to be an authority on any subject

6 Plain Folks Appeal zReverse snob appeal applies here. In these ads the intent is to appeal to the average person. zThis ad is geared toward women with average bodies. It wants these women to believe the company has created a product with just them in mind.

7 zThis appeal works because most of us dont want to stand out by being different, and we want what others have. zThe ad says that Coke is the most asked-for soft drink in the world. Bandwagon Appeal

8 And now for the claims...

9 Scientific or Statistical Claim zThis kind of ad refers to some sort of scientific proof or experiments, to very specific numbers, or to an impressive-sounding mystery ingredient. zCerts contains a sparkling drop of Retsyn. What exactly is Retsyn? zAnswer: copper gluconate and hydrogenated cottonseed oil!

10 zThis claim butters up the consumer with some sort of flattery. zThe ad reads, [W]e specialise [European spelling] in the creation of individual cars, built to individual requirements, each as individual as its owner. Its trying to compliment the consumer for being an individual. Compliment the Consumer Claim

11 zIn what way does this ad compliment the consumer? Compliment the Consumer Claim

12 zThis technique poses a question that is worded in such a way that the consumers answer affirms the products goodness or desirability. zThe ad reads, Are you in? It suggests that being in the car is what we should want. Rhetorical Question Claim

13 zWhat rhetorical question does this ad ask? Rhetorical Question Claim

14 Unfinished Claim zThe unfinished claim suggests that a product is better or has more, but it does not finish the comparison. zThe ad says Plax removes more plaque than brushing alone, but it does not tell how much more.

15 Unfinished Claim zWhat unfinished claim is made here?

16 Weasel Word Claim zWeasel words are used to make products seem special or unique. zSome of the most common weasel words are listed to the right.

17 Weasel Word Claim zThe ad says Cascade gets dishes virtually spotless. The advertiser hopes we remember the word spotless and forget the word virtually.

18 Weasel Word Claim zWhat weasel word is used here?

19 Is that all? zAdvertisers do employ more than just the appeals and claims listed, and they frequently use more than one appeal or claim in each advertisement. zUse what you learned to figure out the different appeals and claims used in each of the following ads. Some ads have more than one appeal or claim. Find at least one claim or appeal for each ad.

20 MGB. The Classic Breed Snob Appeal Compliment the Consumer

21 Where do You Learn to do 1 st World Business? Rhetorical Question Claim

22 G.E. makes you feel its real! Unfinished Claim Plain Folks Appeal

23 Appeal to Authority (False Authority) 1. Tiger Woods is a great golfer. 2. Tiger Woods wears Nike products. 3. If you want to be like Tiger Woods, you should wear Nike products.

24 Plain Folks Appeal

25 Sex Appeal If you want to look like this, buy these sunglasses.

26 Subliminal?

27 More Unfair Emotional Appeals Flattery Inflating the audiences ego in order to solicit a favorable response.

28 More Unfair Emotional Appeals Force Using a show of force or strength to urge the audience to action.


30 More Unfair Emotional Appeals Pity Preying upon the audiences sympathy.


32 More Unfair Emotional Appeals Reward Using a reward (bribe) to tempt the audience.


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