1. Argument is everywhere and may seem invisible.
Consumers are bombarded with arguments that persuade a potential buyer using real and perceived values.

2. Discuss: What is real. What is perceived
Discuss: What is real? What is perceived? Does it belong in the “bad”, “good”, or “impulsive buyer’s worst nightmare” category?

3. Denotation vs. Connotation
Denotation: Dictionary meaning.
Connotation: Implied meaning and/or word associations.

4. Analyze Print Ad#1 (as a class)

5. Analyze Print Ad#2 (with a partner)

6. Non-Print Advertisements
Use…
Facts
Humor
Story
Celebrity-Appeal
(and/or) Character-Appeal

7. Facts https://www.youtube.com/watch?v=hRYxTnl7wyI
How do the facts add to the argument?
What are the real and perceived values in the language and images?
Which is more persuasive: the method of hooking the viewer or the language and images?

8. Humor https://www.youtube.com/watch?v=Ijeg-jeTUBs
How does the humor add to the argument?
What are the real and perceived values in the language and images?
Which is more persuasive: the method of hooking the viewer or the language and images?

9. Story https://www.youtube.com/watch?v=vtP-S9OS0o0
How does the story add to the argument?
What are the real and perceived values in the language and images?
Which is more persuasive: the method of hooking the viewer or the language and images?

10. Celebrity-Appeal https://www.youtube.com/watch?v=oSTy4qVw9yQ
How does the celebrity add to the argument?
What are the real and perceived values in the language and images?
Which is more persuasive: the method of hooking the viewer or the language and images?

11. Character-Appeal https://www.youtube.com/watch?v=crEEpGDtcL8
How does the character (morals/ethics) add to the argument?
What are the real and perceived values in the language and images?
Which is more persuasive: the method of hooking the viewer or the language and images?

12. Analyze Non-Print Ad#1 (as a class)

13. Analyze Non-Print Ad#2 (with a partner)

14. Checking in… Today’s goals were:
Students will understand that consumer marketing is a science intended to persuade consumers to make a choice.
Students will also understand that non-print advertisements tend to fall into five categories: facts, humor, story, celebrity-appeal, and/or character-appeal.
How well do you feel about these goals now?
4: I could easily teach someone else about the intentions behind marketing and the five methods non-print advertisers use.
3: I would be a little hesitant teaching someone else, but I think I have a decent understanding.
2: I still have questions about the intentions behind marketing and/or the five methods non-print advertisers use.
1: I don’t understand the intentions behind marketing and/or the five methods used by non-print advertisers whatsoever.