Transcript Analyzing Mass Media Messages

Analyzing
Mass Media
Messages
English 8 – Unit 2
Fall 2009
Advertising:
Questions to Ask an
Ad
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Who is the target audience?
What product is the advertiser selling?
What are they trying to get you to do?
What propaganda techniques are used and
why?
Persuasive Techniques:
Name Calling
• Name calling is creating a
negative attitude; hinting or
implying using slanted or biased
language.
Persuasive Techniques:
Bandwagon
“Everyone else is doing it!”
• The Bandwagon technique creates a
desire to join a group satisfied with
the idea or product; makes one feel
left out if not with the crowd
Persuasive Techniques:
Testimonial
“It worked for me!”
• A testimonial uses a famous person
or expert to make the
advertisement’s claims seem more
believable
Persuasive
Techniques:
Appeal to Emotions
• An appeal to emotions draws on
the audience’s feelings; their
sense of loyalty, pity, fear, love
of family, peace, or justice.
Persuasive Techniques:
Appeal to Prestige
• In an appeal to prestige the
spokesperson makes the
product seem attractive to the
audience because he/she is a
celebrity or appealing person
the audience wants to be like.
Persuasive Techniques:
Plain Folks
“For people like you”
• Plain folks – using a
spokesperson like the audience
members with whom they can
identify
Persuasive Techniques:
Glittering Generalities
• Ads that use glittering
generalities tell only part of the
truth or make a statement that
leaves out all of the facts.