1. Advertising Techniques Designed to sell…

2. Objectives  To recognize different advertising techniques  To understand the qualities of a good ad  To create an original ad using at least one propaganda technique and the four qualities of a good ad  To think critically about real world ads

3. Group work  In teams, students examine the print ads  Through discussion, students will determine which advertising techniques are being utilized in the ads.

4. Four Qualities of a Good Ad  Attracts attention  Arouses interest  Creates desire  Causes action

5. Propaganda Techniques used in Advertising  Bandwagon persuading people to do something by letting them know others are doing it  Testimonial using the words of a famous person to persuade you  Transfer using the names or pictures of famous people, but not direct quotations  Repetition the product name is repeated at least four times  Emotional words words that will make you feel strongly about someone or something

6. More Techniques…  Revives and sustains Keeps a person whole & on the right track  Magic Ingredients Ingredients can do what no other product can  Snob Appeal Only the best FOR the BEST  Plain Folks We are just like you! We understand you and your needs  Patriotism Do it for the love of your country  Wit & humor HAHAHAHA! That was so funny, so cute, so awesome! I have to buy it!

7. Propaganda is old news… http://www.youtube.com/watch?v=Rq2aCuYSB_c http://www.youtube.com/watch?v=9ejTf0iu6yY&feature=related

8. Snob appeal 1957

9. Magic ingredients “Revives and sustains” 1905

10. Bandwagon: “6 million drinks a day” 1925

11. Bandwagon: “It had to be good to get where it is” 1926

12. Plain folks: “Friends for life” 1935

13. Patriotism 1974

14. Wit and humor 1999

15. Coca-Cola on American Idol American Idol is a top-rated show in America Coca-cola is a major sponsor of American Idol Soft advertising is more expensive but more effective

16. Advertising on AMERICAN IDOL  General class discussion: What types of advertising does Coca- cola use? Why does it work? How do they use product placement in the programming? Why do advertisers rely on product placement?

17. …and the big question: Why did Coca-cola ’ s advertising techniques change so drastically?

18. The Hilltop Ad 1971 “ I ’ d like to buy the world a Coke ” http://www.youtube.com/watch?v=Q8H5263jCGg

19. Mean Joe Green 1979 http://www.youtube.com/watch?v=xffOCZYX6F8

20. Polar Bears 1993 http://www.youtube.com/watch?v=xIk7Q_DJIgQ

21. It’s Mine 2008 http://www.youtube.com/watch?v=xiMf5cCDy1I&NR=1

22. Troy Polamalu Super Bowl XIII Commercial 2009 http://www.youtube.com/watch?v=sjII6F-nJBQ&NR=1

23. Shake Up Christmas - 2010 http://www.youtube.com/watch?v=4TMwBFK2qHI

24. Book Commercial  Qualities of a good ad Attracts attention Arouses interest Creates desire Causes action  Incorporate at least 1 propaganda technique

25. Book Commercial  Review Project Guidelines The four qualities of a good ad Propaganda Techniques Target Audience Persuasiveness