Transcript Media Influences - Boone County Schools

Media Influences
Level 2
Vocabulary
Target market
Consumer
Manipulate
Deceptive
Target Market
 A group of people who are most
likely to buy a particular product or
service.
What are some examples?
Vocabulary
 Consumer- user or purchaser of goods and services
 Manipulate-to influence or manage deviously
 Deceptive- misleading
Take a second, turn to a partner and
come up with as many advertising
techniques from Level 1 that you can
remember.
 Once a manufacturer and advertiser identify a
product’s target market, they then choose an
advertising technique that has been proven to work
for that group.
 The techniques used by advertisers usually include
both a stated message (what the ad actually says)
and an implied/hidden message (what is implied by
either the stated message or by how the ad looks or
sounds)
Advertising Techniques
Turn to Page 22-23, Identifying Advertising Techniques
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Celebrity Endorsement
Voice of Authority
Scientific Evidence
Comparisons tests and opinions
Polls
Demonstration
Bandwagon Appeal
Romance/Sex appeal
Maturity/Sophistication Appeal
Fun/Relaxation Appeal
Popularity Appeal
The “Deal” Appeal
 Provide additional
examples of ads that fit a
particular technique.
What is the target
market?
 Write the technique in the
spaces provided in your
student guide.
Cigarettes and Alcohol Media
 Now we will apply the
techniques we just
reviewed to cigarette and
alcohol ads.
 Work in pairs to analyze
the tobacco and alcohol
ads. Record your answers
on page 24-26
 What is the target market?
 What gives you that
information.
 What are the ad’s stated
messages?
 Are there any implied
messages in the ad?
 How realistic are these
messages?
 What techniques are used?
How do you know?
Discussion Questions
 What are the common advertising techniques?
 Why do advertisers use these techniques and why do
they work?
 What would happen if people were knowledgeable
about the techniques and how they are used?
Points to Make
 Ads for cigarettes and alcoholic beverages try to get
people to buy their products by creating the false
impression that smoking or drinking their product will
make their life better and more enjoyable.
 Advertisers try to manipulate you into buy these products.
Smoking cigarettes or drinking does not make you more
popular, successful, masculine or feminine, sophisticated,
or grown-up.
Resisting Common Advertising
Techniques
Ask yourself
While reviewing
Page 27
 Did the ad convince me that I would be a better or
happier person or improve myself in some way by
using that product?
 Do I feel that I would be more attractive if I followed
the ad’s advice
 Do I feel that if I ignored the ad I will lose status with
my friends or that something bad will happen?
Keep in Mind
 The purpose of advertising is to sell products.
 Many ads are deceptive in that they try to trick or
mislead the consumer
 To convince us to buy their products, advertisers use
specific methods or techniques that they have found
to work
 Being aware of these techniques can help protect you
from being influence to buy a product you don’t want
to do.
Let’s Take Another Look
 Take a moment and think of the ads we looked at.
Answer the following questions in your notebook:
1. How reliable is the ad?
2. Does it sound too good to be true?
3. What is the purpose of the ad, and what does the
advertisers have to gain?
Summary
 The purpose of advertising is to sell products.
 Ads are everywhere and in all types of locations
 Many ads are deceptive in that they mislead the consumer by
focusing on some irrelevant appeal rather than the product itself.
 Many advertisers are so effective in manipulating us that they often
make us want their products without being aware of the fact that
we have been persuaded.
 Being aware of advertising techniques can help us to resist ad
pressures.
 Advertising techniques apply to all media. When we understand a
technique, we can make an informed decision about whether a
product is right for us.