ADVERTISING

It’s everywhere!!! What is it? Form of Promotion An element in the Promotional Mix Promotional Campaigns are used to advertise Product Promotion paid for by a sponsor

OBJECTIVES Explain the purpose of advertising Describe in detail the types of advertising media Be able to label the Rhetorical Triangle Be able to recognize that ads are persuasive and play on our beliefs and emotions (Appeals to Reason) Understand the intended effects of advertising on the audience (target markets) Pick out ads that use Persuasive Techniques

Why Study It? The world is saturated with media and images It’s important to think critically about these images surrounding you It’s easy to dismiss messages because we see them so often and the subliminal effects influence our beliefs We need to recognize the truth from the fiction and form our own opinions We can use Advertising to promote ourselves and our business

Advertising Focus Advertising to a Target Market (group/audience)  Business to Business  Business to Consumer Advertising What is Being Promoted  Product or Institution Geographical Area  International-All around the world  National- United States  Regional-Time zones  Local- City near the Business or product

Ways to Advertise (Advertising Media) Print  Newspapers  Magazines  Direct Mail  Billboards  Public Transportation Broadcast  Radio  TV Specialty  mugs, pens, notepads, key chain, etc. Online

The Rhetorical Situation AUDIENCE COMMUNICATOR MESSAGE

How these parts work together in Ads COMMUNICATOR Uses credibility to influence the audience They claim to be the authority on a topic AUDIENCE Influenced by beliefs, values, knowledge & experience Could be deceived by false information MESSAGE Information Given Uses data to give evidence as a support to claims

The Appeals to Reason Ethos- Ethical appeals based on the character of the speaker (Ex. Celebrity Endorsements) Logos- Logical appeals based on reason. (Ex. Drug Advertisements claim by providing facts or data) Pathos- Appeals based on emotions. Ads tend to be highly focused on this group! (Ex. You feel excited, happy, playful, sexy, strong, etc. with this product)

In Conclusion…. Advertising is paid for by a sponsor to advertise for their product or Institution They focus on a specific way to advertise which will best reach their target market They can advertise in a variety of Media ways They use the idea of the Rhetorical Triangle to deliver a message to their audience Advertising uses the Appeals to reason and other Advertising techniques to influence audience purchases

ASSIGNMENT Advertising media of print will be used today I want you to use the magazines and or newspapers to find advertisements which display the three Appeals to Reason  Cut out an ad that represents: Ethos, Logos, Pathos  Paste it with glue sticks onto a cardstock paper and label it Write on the back:  Who is the intended audience? How do you know?  How can you tell it is appealing to that specific Appeal to reason? We will discuss each of your examples when you present them to the class