Marketing- Sept. 8, 2014 Persuasive Techniques in Advertising

Bellringer On the first page of your composition notebook, please write today’s date. Beneath the date, write down the editing marks chart. Be sure to include all information from the chart in your notes.

Our Class Rules 1)Be on time (3 minutes after the bell rings) 2)Come to class prepared and ready to learn 3)Follow directions the first time they are given 4)The teacher dismisses you, not the bell The Most Important Rule: Be Respectful!!!!! This rule encompasses all rules including: Raise your hand, listen, etc.

What Our Class Said About Respect “Respect is treating everyone the same, whether someone is a good friend or a stranger.” “People do not like when you disrespect them because it hurts their feelings.” “For me, respect is when people are nice, organized, helpful, and are willing to try.” “Respect is something you earn, how you treat others, and how you want others to treat you.” “You can’t say respect, you have to show respect.”

More Class Quotes on Respect “Being respectful is a way to become a quality student.” “Respect is paying attention, listening, being cooperative, and positive.” “Respect means that you won’t make fun of other peoples’ thoughts or ideas because it hurts their self- confidence.” “We can’t learn without respect.” “People thing differently of people they respect. They see them as mentors, someone who is mature, and someone to look up to who can handle tough situations.” “Class would be more fun if we listened to the teacher or gave respect to the person who is talking.”

Class Procedures When you enter the classroom, sit in your seat, open your notebook, and start the bellringer. Sharpen your pencil as soon as you walk in. Look at the instructions on the board as soon as you walk in the classroom. Please only ask to use the restroom during independent or group work. You cannot use the restroom during the first and last 10 mins. of class. If you were absent, look for the work you missed in the folders in the front of the classroom. Place your classwork or homework in the bin on my desk that has your class period on it (Parkside #). If you are unprepared for class, please ask your peers and then me if you can borrow supplies.

Class Discussion 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 in Advertising The persuasive strategies used by advertisers who want you to buy their product can be divided into three categories: ▫Pathos ▫Logos ▫Ethos

Pathos Pathos is an appeal to emotion An advertisement using pathos will attempt to evoke an emotional response in the consumer

Logos Logos is 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 Example: One glass of Florida orange juice contains 75% of your daily Vitamin C needs.

Ethos Ethos is an appeal to credibility or character An advertisement using ethos will try to convince you that they are more reliable, honest, and credible; therefore you should buy its product. Ethos often involves statistics from reliable experts (doctors) or use a celebrity to endorse its product

Practice!!!! Identify if the ad is using pathos, logos, or ethos by placing a P, L, or E in the blank (Do this in your notes) _____ A child is shown covered in bug bites after using an inferior bug spray. _____ Tiger Woods endorses Nike. _____ 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.

Practice Continued… _____ Cardiologists recommend Ecotrin more than any other brand of aspirin. _____ Advil Liqui-Gels provide up to 8 hours of continuous pain relief. _____ Miley Cyrus appears in Oreo advertisements. _____ People who need more energy drink Red Bull Energy Drink. _____ A magazine ad shows people smiling while smoking cigarettes.

More Examples of Pathos, Logos, and Ethos resources/lesson-plans/video/persuasive- techniques-advertising-1166.html

Exit Activity On a post-it note, which you can find on your group of desks, write which type of persuasive technique you think is used most often in advertising. On your way out of class, please place your notebook on your class shelf and then put your post-it note on the poster that is labeled “What Stuck With You Today”. Have a great Monday everyone!

More Persuasive Techniques The following are more specific strategies that advertisers use. Often, they overlap with pathos, logos, and ethos.

Avante Garde The suggestion that using this product puts the users ahead of the time Example: 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. Example: A scientist says that a diet product might help you to lose weight the way it helped him to lose weight. Example: A dish soap leaves dishes virtually spotless.

Magic Ingredients The suggestion that some almost miraculous discovery makes the product exceptionally effective. Example: A pharmaceutical manufacturer describes a special coating that makes their pain reliever less irritating to the stomach than a competitor’s.

Patriotism The suggestion that purchasing this product shows your love of your country. Example: 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. Example: 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 seaside setting where there is a cool breeze.

Plain Folks The suggestion that the product is a practical product of good value for ordinary people. Example: A cereal manufacturer shows an ordinary family sitting down to breakfast and enjoying their product.

Snob Appeal The suggestion that the use of the product makes the customer part of an elite group with a luxurious and glamorous lifestyle. Example: A coffee manufacturer shows people dressed in formal gowns and tuxedos drinking their brand at an art gallery.

Bribery Bribery offers you something “extra.” Example: 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!