Transcript ADVERTISING TECHNIQUES On Level

Agenda for December 2, 2009
• Check “Use It” homework for Tuesday.
• Propaganda Techniques in Advertisement
PowerPoint
• Assigned Partner Activity: Analyzing Ads
• If you finish early, read your anchor book.
• Homework: 1) “Use It” for Wednesday;
• 2) Watch an hour of television. During the
commercials, try to identify and check off as
many different propaganda techniques as you
can on your checklist.
Persuasive Writing
• Element: ELA7W2.a
• Engages the reader by establishing a
context, creating a speaker's voice, and
otherwise developing reader interest.
Persuasive Writing
• Element: ELA7W2.e
• Creates an organizing structure
appropriate to a specific purpose,
audience, and context.
• What is one of the most common
uses of persuasion?
• Here’s a hint: you can’t watch
television, listen to the radio, or read
a newspaper or magazine without
encountering it.
• That’s Right! Advertisement.
• Examining advertisement is a
good way to develop your skills in
considering your audience and
specific purpose as you develop a
persuasive argument.
PROPAGANDA
TECHNIQUES
As we examine the different techniques,
try to think of examples of each that you
have seen in advertisements.
Raise your hand!
BANDWAGON
• Bandwagon technique tries to persuade the
target audience that they need to buy a product
because everyone else is buying it.
• No one wants to be left out!
HYPERBOLE
• Hyperbole involves completely overstating
and exaggerating your point for effect.
• For Example, the Comcast high-speed
internet ads
GLITTERING GENERALITIES
• Positive words or phrases with a “feelgood” quality leave a nice impression
without making any guarantee.
• Soap that makes you feel “morning
refreshed.”
NAME-CALLING
• Negative words are used to create an
unfavorable opinion of the competition in the
viewer's mind.
• For example, the advertisements for cable
television that put down satellite television’s
reliability during bad weather.
PLAIN FOLKS
• The suggestion that the product is a practical
product of good value for ordinary people
• For example, a food company a shows an
ordinary family sitting down to dinner and
enjoying their product.
TESTIMONIAL
• A famous personality endorses
the product, such as when a
famous basketball player
(Michael Jordan) recommends a
particular brand of shoes.
TRANSFER
• The idea that if you buy the advertised
product, you can be happy, good-looking,
athletic, etc. like the model appearing in the
advertisement.
• This technique is common in advertisements
for cosmetics, shampoo, and clothing.
AVANTE GARDE
• The suggestion that using this product
puts the user ahead of the times
• For example, if you have a certain new
cell phone, you will be on the cutting
edge of technology.
*CARD STACKING
Ads giving only the positive side of a product
or service, ignoring negative aspects.
For example, a cereal with high sugar
content may advertise only that
it has a full day’s requirement
of vitamins.
*EMOTIONAL WORDS
• Emotional words are used to evoke positive
feelings in the viewer.
• “Ecological,” “Green,” and “Safe for the
Environment” are currently very powerful
emotional words.
*Repetition
• The product name or keyword or phrase is
repeated several times.
WEASEL WORDS
• “Weasel words" are used to suggest a positive
meaning without actually really making any
guarantee, such as might, may, could.
• For example, “Taking an aspirin a day might
lower your chance of having a heart attack.”
WIT AND HUMOR
• Customers are attracted to products
that divert the audience by giving
viewers a reason to laugh or to be
entertained by clever use of visuals or
language.
• “…Cause I’m a pot hole.”
LOGICAL FALLACIES
• Also called “faulty cause and effect,”
logical fallacy is a mistake in reasoning.
• Example: “I’ve lost 10 pounds since I
began this great diet program.” However,
the speaker doesn’t mention that she
also now exercises 30 minutes every
day.
Now it’s your turn!
• Work with your assigned partner to analyze
real advertisements.
• Find examples of 3 different techniques in use.
Now it’s your turn!
• When you find an advertisement that you think
qualifies as one of the techniques, discuss the
ad with your partner.
• Which technique does the ad use? How do you
KNOW?
Now it’s your turn!
• Both partners must agree that the
advertisement is a good example of a particular
technique before you cut it out and mark it off
your lists.
• Work quietly and keep your voices low.
• Use your checklist to keep track of the
techniques that you and your partner have
identified.
• Use a sticky note to label each advertisement
you choose with the name of the technique it
represents.
• After you and your partner find 3 different
techniques used in advertisements, put your
advertisements on the correct posters.
• The posters will show us which techniques are
used most often.
• Be prepared to defend your choices!
• Keep all trash together and your work area
clean.
• Recycle the waste paper in the container
provided at the back of the room.
• Return the scissors to the container before
you begin reading your anchor book.
Any Questions?
Homework Reminder:
• 1) “Use It” for Wednesday;
• 2) Watch an hour of television. During the
commercials, try to identify and check off
as many different propaganda techniques
as you can on your checklist.