Advertising Infomercial Project How writers and advertisers use your feelings and emotions to persuade you to agree with them.

Your Task: Create a 4-6 minute infomercial selling an existing product to a target audience from another time in American history that you studied in Social Studies this year. You will… Work in a group of 4 Write a script and perform it Performances start Tuesday, June 5.

Where do we see advertising? Newspapers and books Magazines Internet Clothing Billboards Bumper stickers TV Radio Signs Products

Persuasive techniques Loaded Language Bandwagon Testimonial Plain Folks

Why use Advertising Techniques? Writers and advertisers use many techniques to convince you to agree with them or buy their product. An emotional appeal tries to make the reader connect the writer’s message with an important feeling.

Loaded Language The loaded language technique uses words that cause a strong feeling. Once the reader is feeling strongly, he or she may be more likely to agree with the writer. This technique often uses interesting and eye-catching visuals, as well.

Loaded Language Whitening Expressions Refreshing Vanilla Mint Get a cool and inviting brushing experience with Crest Whitening Expressions Refreshing Vanilla Mint.

Loaded Language This billboard advertisement uses the word “irresistible” to appeal to our emotions. The visual is also very appealing.

Loaded Language SPCA- Saving helpless animals from their abusers with only 60 cents a day. http://www.youtube.com/watch?v=9gspElv1yvc

Bandwagon The bandwagon technique appeals to the reader’s need to belong. It tries to get you to do what everyone is doing. It makes you think you need to have this product in order to fit in.

bANDWAGON Millions of people have discovered Proactiv® Solution...from people like you to celebrities like Vanessa Williams, Jessica Simpson and Elle Macpherson... they all say Proactiv Solution helped banish their breakouts and get them on the path to clear, beautiful, star-quality skin.

bANDWAGON Domino’s “Hold outs” http://www.youtube.com/watch?v=_OD6eQMfoHk

Testimonial This technique uses the words of someone who has actually used the product. Often, the testimonial comes from a celebrity – if they use it and look good, why shouldn’t you! The normal, average person’s opinion is also used to appeal to us (we’ll see that soon…).

TESTIMONIAL "...the great thing about Proactiv is that it's a fantastic skin treatment, whether you have acne or not. It's gentle, it's effective, it's a sort of exfoliant, which I really like - my skin has a better texture about it and it's easy to use." Elle MacPherson

Testimonial Larry the Cable Guy lost 50 lbs. with the Nutrisystem diet plan. Larry said, “With NutriSystem, losing weight is pretty much a no-brainer (and that comes in handy in my family).”

TESTIMONIAL "The SUBWAY® chain helped save my life over and over. I can't ever repay that."

Testimonial “Look who we’ve got our Hanes on now” http://www.youtube.com/watch?v=iuNUbAkJajE&feature=related

PLAIN FOLKS This technique is often used by politicians. The goal is to make it appeal to the average person, or to make you (the average consumer) believe that the advertiser is “one of us.”

PLAIN FOLKS This technique also tells the consumer that the product has a good value for the ordinary consumer. This technique targets the “average” audience by appealing to the things that they care about.

PLAIN FOLKS Hamburger Helper- “One pound, one pan, one happy family” http://www.youtube.com/watch?v=w7LRJx1pOLc “America Runs on Dunkin” http://www.youtube.com/watch?v=eGD5mA-mD8Y&feature=related

Project Requirements… All four persuasive techniques Loaded Language, Bandwagon, Testimonial, and Plainfolks. We will hear about other techniques that you will use tomorrow 

Advertising Techniques in Informercials Before & After Dramatization Scarcity/ Time Special Offers

Before & After By showing two dramatically different results side by side, people will see the full effect.

Dramatization This can show just how easy the product is to use. It could also show how it is superior to others.

Scarcity or time By giving people a time limit, it pressures them to buy NOW!

Special offers By adding to the deal, the purchase seems like an even better deal for the money.

Project Requirements… All four persuasive techniques Loaded Language, Bandwagon, Testimonial, and Plainfolks. At least two advertising techniques Before & After, Dramatization, Scarcity/ Time, and Special Offers