1. Analyzing Advertising

2. Why should we understand ads?
Understand the techniques behind ads can help you evaluate the messages that surround you and identify misleading information.
All advertising seeks to target the
right products to the right audience
at the right time.

3. Types of Ads- Bandwagon
Uses the argument that a person should believe or do something because “everyone else” does
People buy to fit in or because if others buy it the product must be good.

4. Bait and Switch
Dishonest tactic in which a salesperson lures customers into a store with the promise of a bargain.
Consumers are persuaded to buy a more expensive item

6. Celebrity Spokesperson
Uses a celebrity or famous person to endorse a product
Consumers transfer admiration or respect for the celebrity to the product

7. Emotional Appeals
Make viewers feel certain emotions, such as excitement, sadness or fear
Audience transfers that feeling to the product.

9. Glittering Generalities
Emphasizes highly valued beliefs, such as patriotism, peace or freedom.
Consumers accept this information, often without enough real evidence to support the claim.

11. Humor
Used to make audience laugh, but provides little information about the product or service.
Consumers remember the ad and associate positive feelings with the product

13. Individuality
Appeals to consumers’ desire to be different from everyone else; the opposite of the bandwagon appeal
Consumers celebrate their own style, or rebel against what others are doing.
Consumers perceive the product as unique, stylish and cool

15. Loaded Language
Uses words with positive or negative connotations to describe a product or that of the competitor- such as purr, snarl or weasel words
That words appeal to consumers emotions rather than their reason
Purr words, such as “fresh” or “juicy,” make a product seem more desirable

17. Name Calling Attacks people or groups to discredit their ideas
Consumers focus on the attack rather than the issues

18. Plain Folk
Shows ordinary people using or supporting a product or candidate
Consumers trust the product because it’s good enough for regular “folks”

19. Product Comparison Compares a product with the “inferior” competition
Consumers believe the feature product is superior.

20. How to Analyze Ads Strategy 1 Consider the message and the audience
(What does the ad want the consumer to buy?)
(Who is the audience?)

21. How to analyze Ads Strategy 2 Who appears in the ad?
Does the ad appeal to emotion or logic?
What language is being used?
Does the slogan stick?

22. How to analyze Ads Strategy 3
Understand the intended effects on the target audience.
(Most ads use several techniques within the ad to appeal to different audiences.)

23. Ad Analyzing Assignment
Create a PowerPoint presentation.
Find two competing products and find a commercial for each of them.
Highlight the following in your presentation:
A. Product
B. Message
C. Target Audience
D. Persuasive Techniques Used (Give reasons that support your analysis)
E. Intended Effect

24. Work Cited
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