Transcript Media Strategies - Ms. Perry's Website

MEDIA STRATEGIES
How does the media convince us of things?
Media Strategies – Coca Cola
• 1950s
• https://www.youtube.com/watch?v=im1fsVHt0i8
• 1971
• https://www.youtube.com/watch?v=1VM2eLhvsSM
• 1980s
• https://www.youtube.com/watch?v=xffOCZYX6F8
• 1990s
• https://www.youtube.com/watch?v=z5GVljsL8yg
• 2014
• https://www.youtube.com/watch?v=HUzPwIP9BqE
1. Bandwagon
• Bandwagon is an appeal to the subject to follow the
crowd, to join in because others are doing so as well.
“Everyone else is doing it…”
Bandwagon = propaganda
2. Cartoons or cute characters
• Why does this strategy
work?
3. Celebrity Endorsement
• Nikon Aston
Kutcher
• Pepsi
Michael
Jackson
• Honda
Bruce Willis
Got Milk Campaign
4. Emotional Appeal
This Driver Safety ad
Is an example
And this one by
Sally Struthers
5. Facts and Figures
• The media use facts and
figures in order to show
credibility.
• They convince you of
something by showing
you data.
• However, the data can be
misleading or can
exclude important
information.
6. Gender or Sex Appeal
• Why does this appeal to
people?
• How does it appeal to
men? To women?
• Are there differences in
how both genders react
to advertisements?
7. Name calling
• Usually found in political ads, name calling is
intended to discredit an opponent.
Graphic Cigarette Warnings Evoke
Important Emotions
Vying for the Buying: Apply versus Samsung
• Samsung S3
8. Plain folks
• Why would people want
to be considered
“simple folk”?
9. Shock Appeal
• Advertisements with shock appeal deliberately startle and
offend its audience by violating norms for social values and
personal ideals.
• Shock advertising is designed to break through the
advertising “clutter” to capture attention and create buzz.
10. Snob Appeal
• Some companies brand themselves as only being for rich
people. Why do you think this is?
11. Testimonials
• Testimonials are statements written or spoken by
consumers of products. They back up companies’ claims
that their products work or are of high quality.
• Think infomercials or exercise programs
• Sometimes testimonials are made
• to discourage the use of a product.