Transcript Author`s Purpose

Author’s Purpose
Persuasive Devices in Advertising
Persuasive Devices
 Bandwagon: a popular movement or cause that




attracts growing support —often used in such
phrases as jump on the bandwagon
Nostalgia: a wistful or excessively sentimental
yearning for return to some past period or
irrecoverable condition
Scare Tactics: using fear to persuade
Snob Appeal: Arouses the desire to achieve status
or wealth or to feel superior
Testimonial: a solemn declaration usually made
orally by a witness; expressive of appreciation or
esteem
Persuasive Devices Continued…
 Individuality/Anti-Bandwagon: Tells viewers to think
differently; celebrate their own style; and rebel
against what everyone else is saying, doing, or
buying.
 Plain Folks: Uses images of people "just like
themselves."
 Emotional Appeal: intended to make viewers feel
certain emotions, such as happiness, sadness, or
excitement. The viewers may transfer their feeling to
the product.
 Loaded words: Using words with strong
connotations -whether negative or positive.
Advertising
 Advertising is a MULTI-TRILLION DOLLAR
N
O
N
O
T
E
S
industry.
 Companies spend BILLIONS of dollars
researching how to sell their products
effectively.
 You are their main target group that they
attempt to sell products to (13-25)
Advertising
 Companies are looking to sell an IMAGE
 BUY/USE our product and you will be COOL!
N
O
N
O
T
E
S

VAULT COMMERCIALS
Merchants of Cool
 Frontline Documentary on Advertising
 MTV is addicted to research and knowing
their fans – YOU!
 Merchants of Cool
Advertising
 Today, we’re going to learn how to break
N
O
N
O
T
E
S
down MAGAZINE advertisements
 Just as Freytag spoiled your knowledge of
what will happen in movies, learning about
how advertisements work will spoil your
ability to get duped into buying products you
don’t need.
 ADVERTISEMENTS NEED TO BE BROKEN
DOWN INTO 3 PARTS….
Z-Line
 Is the imaginary Z that your eyes follow when viewing an ad
T
A
K
E
NO!
YES!
A
N
O
T
E
S
B
C
DIRECT image
T
A
K
E
N
O
T
E
S
 What the advertisement displays; list
everything that is being shown.
DIRECT image
 EXAMPLE:
N
O
N
O
T
E
S
I see three males in this
picture. One of them is about
50, the other is about 30, and
the other is about 10. They are
all wearing white shirts. They
appear to be on a beach
somewhere because there is
sand in the background. There
appears to be a boat in the far
distance.
INDIRECT image
T
A
K
E
N
O
T
E
S
 What the DIRECT image
implies/hints/suggests.
INDIRECT image
 EXAMPLE:
N
O
N
O
T
E
S
The three males in this picture
suggest that the cologne is
timeless, meaning that it could
be worn by all three of these
ages—perhaps a clean, or
classic smell. The ad also
suggests that people who wear
this cologne are out having fun
on vacation.
Advertising
 Now, it’s your turn…
N
O
N
O
T
E
S
 DIRECTIONS:





I will put an ad on the screen
Look at the advertisement and fill out the 4
questions (z-line, direct, indirect, and your
opinion).
We will have 5 minutes per ad
We will look at 5 ads total
QUESTIONS?
Celebrity Endorsement or Testimonial: The commercial
shows a popular celebrity promoting a product. Viewers
transfer the respect they feel for the celebrity to the product.
Snob Appeal
Loaded Words