1. Attracts attention : attractive COLORS, BOLD HEADINGS, and pictures. 2. Arouses interest : good word choice 3. Creates desire : uses propaganda techniques.

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Presentation transcript:

1. Attracts attention : attractive COLORS, BOLD HEADINGS, and pictures. 2. Arouses interest : good word choice 3. Creates desire : uses propaganda techniques to make you believe you want it or need it. 4. Causes action : gets results. Sells the product to the targeted audience. Four qualities that make up a good advertisement

 Bandwagon  Testimonial  Snob Appeal  Plain Folks  Patriotism  Facts and Figures  Expert  Logical Appeal  Glittering Generalization  Transfer/Emotional  Name-Calling  Repetition  Humor Propaganda Techniques

Bandwagon  Persuasive technique that invites you to join the crowd.  Everybody’s doing it!  Often uses weasel words

For Example: A friend convinces another friend to go to a party by saying, “Everyone is going to be there! You’ll be laughed at if you don’t go, too!”

Testimonial  Statement endorsing an idea/product by a prominent person.  Product can be inside or outside particular field.  Musical artists,  Sports giants,  Actors/actresses

Testimonial In this technique, famous people promote an item and draw attention. For example: Tiger Woods endorsing Gatorade Tiger Woods endorsing Gatorade Michael Jordan endorsing Michael Jordan endorsing

Testimonial Celebrity endorsements  when a product is sold by using words from famous people or an authority figure. If the celebrity/athlete/star uses the product, then it must be good, so I will purchase it too. If the celebrity/athlete/star uses the product, then it must be good, so I will purchase it too.

Snob Appeal Aims to flatter Aims to flatter Makes the assumption/ insinuation that this product/idea is better than others…thus, those that use it are too. Makes the assumption/ insinuation that this product/idea is better than others…thus, those that use it are too. “Avant Garde” - ahead of the times. “Avant Garde” - ahead of the times.

Plain Folks  Opposite of Snob Appeal  Identifies product/idea with a locality or country  Practical product for ordinary people.

Patriotism  Purchase will display love of country.  Person will financially help the country.

Facts and Figures Statistics In this persuasive technique, numbers, tables, and graphs are used to show statistics of both sides.

Facts and Figures Use statistics or numbers to prove superiority. Use statistics or numbers to prove superiority. Magic Ingredients suggests some miraculous discovery makes product exceptionally effective. suggests some miraculous discovery makes product exceptionally effective. Hidden Fears suggests that user is safe from some danger. suggests that user is safe from some danger.

Expert Opinions The ad will use experts such as doctors, dentists, engineers, fitness trainers to say that they recommend this product. Examples:  4 out of 5 doctors prescribe Bayer aspirin  4 out of 5 dentists recommends Trident.

Logical Appeal Advertisers try to convince you to make the right decision, smart decision or best choice in purchasing their product. It only makes sense to buy their product. Examples:  Choosy moms choose JIF  Save time and money with this…  Shop smart, buy here!

Glittering Generalization Uses appealing words and images to sell the product. The message this commercial gives, through indirectly, is that if you buy the item, you will be using a wonderful product, and it will change your life. Examples:  This cosmetic will make you look younger  This car will give you status  This drink will make your life better

Positive feelings/desires are connected to a product Transfers positive feelings from something we know about to something we don’t.  Love/ Popularity  Fame  Wealth  Power  Attractiveness Transfer / Emotional Appeal

 Words or pictures that appeal to the your emotions.  They appeal to positive emotions like your desire for success.  They can also appeal to negative emotions like fear.

Name - Calling  A way of smearing an opponent  Intent is to damage opponent  It also arouses suspicion of opponent  Intention is to create an uneasy feeling  Used by politicians and product companies

Repetition What is repeated in this ad? Words or phrases in an advertisement are repeated several times for effect. Repetition gets your attention and stresses a slogan or product. Repeating something helps you remember it.

Magic ingredients “Revives and sustains”

Bandwagon: “6 million drinks a day” 1925

The Hilltop Ad 1971 The Hilltop Ad 1971 “I’d like to buy the world a Coke”

Plain folks: “Friends for life” 1935

Snob appeal 1957

Patriotism 1974

Wit and humor 1999

Mean Joe Green 1979 Transfer / Emotional

Transfer / Emotional Appeal

Glittering Generalities