Transcript What appeal will you use?

th
8
grade
Media Messages
PROJECT
Your group will craft a media message, either an
advertisement or a PSA (public service announcement).

It must have at least one media appeal.

It must have at least one persuasive technique.
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It must be between 30 seconds and 3 minutes long.
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Everyone must participate.

You will turn in your self-assessment rubric, your team
planning document(s) and any developed scripts.
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It must be distinctive, memorable and creative.
THE MESSAGE
First, focus on determining what
the advertising or public-service
message should communicate.
What is your CLAIM?

THE “HOW”
Think about which appeal to use.
Focuses on how the message will
be executed. Examine various
appeals and execution styles that
can be used to develop the ad and
the tactical issues involved in the
design and production of effective
advertising messages.


Persuasion Writing in Medial Messages
has Advertising Appeals:
Logical
Emotional
Moral
What appeal will you use?

Audience Awareness
Advertisers know how to
 target their audiences
 use appropriate persuasive
technique
Who is your audience?
persuasive techniques used in writing

name calling or innuendo – creating a negative attitude; hinting or implying; using
loaded, emotional, or slanted language;

glittering generalities or card stacking – telling only part of the truth; generalizing
from a shred of evidence;

bandwagon – creating a desire to join a large group satisfied with the idea; making one
feel left out if not with the crowd;

testimonials – using the declaration of a famous person or authoritative expert to give
heightened credibility;

appeal to prestige, snobbery, or plain folks – using a spokesperson who appeals to the
audience: a well-known or appealing person the audience wants to emulate, a person
like the audience members with whom they can identify, a person whose lifestyle
appeals to the audience (sometimes called association); and

appeal to emotions – connecting with emotions: loyalty, pity, or fear; love of family,
peace, or justice.
Name Calling or Innuendo

This type of ad creates a
negative attitude by
hinting or implying that
you “wouldn’t want to
buy, try, eat, or wear
that!”

Looks down upon another
company by calling them
names or saying negative
things about the
competition
Don’t buy a gas-guzzling,
gigantic SUV—the VW
Beetle is just right for
you!”
Glittering Generality:
Bandwagon
A statement suggesting that everyone is using a specific
product, so you should too.
Testimonial
A well-known person supports a product or service.
Appeal to prestige/Association
Emotional Appeal
A person is made to have strong feelings about a situation or product.
You MUST use one of these:
 name
calling or innuendo
 glittering
generalities or card stacking
 bandwagon
 Testimonials
 appeal
to prestige, snobbery, or plain folks
 appeal
to emotions
 What
persuasive technique will you use?
Advertising Methods
Additional advertising methods:
Loaded words - Words with strong associations such as “home,” “family,”
“dishonest” and “wasteful.”
Transference - Attempts to make the audience associate positive words,
images, and ideas with a product and its users.
Repetition - A product’s name or catchphrase is repeated over and over, with the
goal of having it stick in the viewer or listener’s mind.
Patriotism - The advertiser appeals to the audience’s patriotic loyalties.
Facts and figures - Using statistics, research, or other data to make the product
appear to be better than its competitors.
Special offer - The advertiser offers a discount, coupon, free gift, or other
enticement to get people to buy a product.
Urgency - The advertiser makes you feel like you need the product right away.
Slogan - The slogan, or tagline, should be short, catchy and poignant, because
the audience’s attentions span is usually brief and fleeting.
Repetition:
The name of a product is repeated many times
HEAD ON Apply directly
to the forehead
HEAD ON Apply directly
to the forehead
HEAD ON Apply directly
to the forehead
Slogan
A catchword or phrase loaded with emotion
 Often sells through repetition
 Clever and easy to remember
 Stays with you a long time
 Often a melody you already know

“Trust Sleepy’s
For the ‘rest’
Of your life”
Patriotism
Purchase will display love of country.
 Person will financially help the country.

…built
American tough
Keep these additional
advertising methods in mind.
Loaded words
Repetition
Facts and figures
Urgency/Exigency
Transference
Patriotism
Special offer
Slogan
Will you use any modern advertising methods?
HOW??
Now that you have the :
 What
 Appeal
 Technique
 Method
 Tone
.
. . How???? How will you execute your
message?
How to advertise?
Creative Execution Styles
Slice of life
Animation
Personality
symbol
Fantasy/Imagery
Dramatization
Humor
Musical
Straight sell or factual
message
Scientific/technical
evidence
Demonstration
Comparison
Testimonial
Or a combination
16- 22
Comparing in
advertising can
be extremely
persuasive.
Technical Evidence/Expert opinion:
Experts approve this product, so you should use it
“Four out of five dentists recommend sugarless gum for
their patients who chew gum”
Execution Styles
 Slice
of life
 Animation
 Personality symbol
 Fantasy/Imagery
 Dramatization
 Humor
 Musical
Straight sell or factual
message
Scientific/technical
evidence
Demonstration
Comparison
Testimonial
Or a combination
What execution style(s) will you use?
16- 25
TONE
-
-
serious
solemn
sarcastic
objective
enthusiastic
-
-
humorous
hostile
disapproving
personal
impersonal
Slogan: “Can you hear me now?”
A catchy phrase or statement often used to sell a service or a product
TONE
-
serious
-
humorous
-
solemn
-
hostile
-
sarcastic
-
disapproving
-
objective
-
personal
-
enthusiastic
-
impersonal
TONE – What tone will you use?
What is your topic?
What is your CLAIM?
What appeal will you use?
Who is your audience?
What persuasive technique will you use?
Will you use any modern advertising
methods?
What execution style(s) will you use?
What tone will you use?
There are a lot of questions to answer as you begin the creative
process to NARROW DOWN this product.