Expert Opinion Here comes the science! ------ Persuasive Devices: Looking at THREE of the devices that advertisers use to sell their products. Slogans Facts/Statistics 8 out of 10 owners said their cats preferred it… 98% of people asked said they liked it… Expert Opinion Here comes the science! ------ Liz Hillier: Persuasive Devices One: 2011

Skills Needed (Key of Symbols) Identify Evaluate Compare (+) Contrast (-) Liz Hillier: Persuasive Devices One: 2011

By the end of this lesson I will… Must be able to identify 3 different persuasive techniques in TV adverts (Level 4+) Should be able to evaluate the effectiveness of these three persuasive devices in TV adverts. (Level 5+) 3. Could be able to compare (+) and contrast (-) the effectiveness of these three persuasive techniques in 2 TV adverts. (Level 6+) Liz Hillier: Persuasive Devices One: 2011

What do I already know? Starter Task Persuasive Device Post-It Post-it Why do you think advertisers use this device? Where have you seen this device? Can you give examples of this device? Liz Hillier: Persuasive Devices One: 2011

What do I already know? Part One Time: 5 Minutes Group One: Using Post it Notes, add what you already know about slogans to the A3 sheet of paper. Group Two: Using Post it Notes, add what you already know about Facts/Statistics to the A3 sheet of paper. Group Three: Using Post it Notes, add what you already know about Expert Opinion to the A3 sheet of paper. Liz Hillier: Persuasive Devices One: 2011

What do I already know? Part Two: Groups Move On! Time: 5 Minutes Group Three: Using Post it Notes, add what you already know about slogans to the A3 sheet of paper. Group One: Using Post it Notes, add what you already know about Facts/Statistics to the A3 sheet of paper. Group Two: Using Post it Notes, add what you already know about Expert Opinion to the A3 sheet of paper. Liz Hillier: Persuasive Devices One: 2011

What do I already know? Part Three: Groups Move On! Time: 5 Minutes Group Two: Using Post it Notes, add what you already know about slogans to the A3 sheet of paper. Group Three: Using Post it Notes, add what you already know about Facts/Statistics to the A3 sheet of paper. Group One: Using Post it Notes, add what you already know about Expert Opinion to the A3 sheet of paper. Liz Hillier: Persuasive Devices One: 2011

Whole Class Feedback from Starter Task What do I already know? Whole Class Feedback from Starter Task Liz Hillier: Persuasive Devices One: 2011

Do you know what advert this product is advertising? How can you tell? Liz Hillier: Persuasive Devices One: 2011

Liz Hillier: Persuasive Devices One: 2011 Cheryl Cole: Loreal: Task: Annotate Persuasive Devices that you recognise on this advert. Liz Hillier: Persuasive Devices One: 2011

Liz Hillier: Persuasive Devices One: 2011 Let’s watch the Cheryl Cole TV Advert that goes alongside the picture advert you have just annotated Whilst watching the advert identify: (Reading: Level 4) The use of facts and statistics. The use of expert opinion. The use of a slogan. Liz Hillier: Persuasive Devices One: 2011

Liz Hillier: Persuasive Devices One: 2011 Let’s watch the Cheryl Cole TV Advert that goes alongside the picture advert you have just annotated Click on the advert to begin Liz Hillier: Persuasive Devices One: 2011

Let’s watch the Cheryl Cole TV Advert again Whilst watching the advert during this second viewing evaluate the effectiveness of : (Reading: Level 5+) The use of facts and statistics. The use of expert opinion. The use of a slogan. Liz Hillier: Persuasive Devices One: 2011

Liz Hillier: Persuasive Devices One: 2011 Let’s watch the Cheryl Cole TV Advert that goes alongside the picture advert you have just annotated Click on the advert to begin Liz Hillier: Persuasive Devices One: 2011

Liz Hillier: Persuasive Devices One: 2011 Compare (The same +) Contrast (Differences - ): Watch the following adverts as a whole class. Briefly jot down any persuasive features that you identify Comfort Family: 2011 Butchers Superior: 2011 Click on the adverts to begin Liz Hillier: Persuasive Devices One: 2011

Complete the worksheet Comparing and Contrasting different persuasive devices in TV Adverts. Liz Hillier: Persuasive Devices One: 2011

Liz Hillier: Persuasive Devices One: 2011 Extension: Storyboard one of the adverts in 6 frames and decide on the camera angles Choose an advert and watch it again a couple more times. List the six most important parts of the advert from beginning to end. Choose the camera angles that you will need (see next slide) Storyboard the advert in 6 frames. Don’t forget to add the narrative to each frame. Liz Hillier: Persuasive Devices One: 2011

Liz Hillier: Persuasive Devices One: 2011 Low Angle Long Shot High Angle Medium Shot Side Angle Close-Up Shot Two-Shot Close-Up Shot Bird’s-Eye Shot Liz Hillier: Persuasive Devices One: 2011

In these boxes draw your image Storyboard Template 1. In these boxes draw your image 2. 3. In these boxes write your narrative (include the camera shot-type and why it’s been chosen). 4. 5. 6.

Interactive Plenary: Introduction to Advertising 1 3 4 2 Click on one of the above numbers

One What three things have I learned about different persuasive techniques during this lesson? Back to Main Menu

Two Can I give 3 examples of the persuasive techniques that I have learned about?

Three Do you think some persuasive techniques are more effective than others? Why?

Four Why do you think that companies want to use these 3 types of persuasive techniques in their advertising?