advertisement techniques (2)
DESCRIPTION
visual analysis - evaluating advertisement for important ideasTRANSCRIPT
![Page 1: Advertisement techniques (2)](https://reader034.vdocument.in/reader034/viewer/2022050801/547832bcb4af9fde3a8b45c5/html5/thumbnails/1.jpg)
Common persuasive Common persuasive techniques often used in techniques often used in advertisingadvertisingBandwagonRepetitionLoaded Words/Glittering GeneralitiesTestimonial Plain FolksSnob AppealHumorSex AppealTarget Audiences
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RepetitionRepetitionRepetition can be
effective in creating a sense of structure and power. In both speech and literature, repeating small phrases can ingrain an idea in the minds of the audience.
Yes, we can, to opportunity and prosperity. Yes, we can heal this nation. Yes, we can repair this world. Yes, we can.
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Repetition: ParallelismRepetition: Parallelism
Writing structures that are grammatically parallel helps the reader understand the points better because they flow more smoothly. If there is anyone out there who still doubts…who still wonders…who still questions
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BandwagonBandwagon
A statement suggesting that everyone is using a specific product, so you should, too!
Being “in the group” makes you feel secure.
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The bandwagon effect The bandwagon effect created these fine internet created these fine internet sensations…..sensations…..
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Bandwagon ExamplesBandwagon Examples
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Bandwagon ExamplesBandwagon Examples
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Example
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Emotional/Loaded Words Emotional/Loaded Words & Glittering Generalities& Glittering Generalities
Emotional/Loaded Words = Words that will make you feel strongly about someone or something (fear, desire for success, excitement, being part of a group).
Loaded Words can be Glittering Generalities
Glittering Generalities=Words that “glitter” but give no details about the product.
“NEW IMPROVED TIDE”
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Example
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Example
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Emotional/Loaded WordsEmotional/Loaded Words
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TestimonialTestimonial
A well-known person or a previous customer supports a product or service
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Example
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Testimonial from Testimonial from customercustomer
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Example
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Testimonials work! Testimonials work!
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Plain FolksPlain Folks
When a company tries to show it is “just like you”
Persuasive device especially favored by politicians!
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Example
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Example
Subway Five Dollar Footlong Advertisement
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Plain Old Mom FolkPlain Old Mom Folk
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Plain Folk AdPlain Folk Ad
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Snob AppealSnob Appeal
Just the opposite of “bandwagon”. Its message suggests: "Buying our product will make you better than everyone else--especially since other people can't afford it.“
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Example
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Example
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Snob AppealSnob Appeal
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Humor Humor Satire Using amusing examples or
situations to help you remember the product
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HumorHumor
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HumorHumor
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HumorHumor
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Sex AppealSex Appeal
Using attractive women and men and presenting them in a way that exaggerates and highlights their physical appearanceUsually presents them in revealing or seductive clothing or no clothing at all
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Sex AppealSex Appeal
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Sex AppealSex Appeal
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Who can tell me about one Who can tell me about one of these persuasive of these persuasive techniques?techniques?
BandwagonLoaded Words/Glittering
GeneralitiesTestimonial Plain FolksSnob AppealHumorSex Appeal
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Now, Take out a sheet of paper and number 1-7. I am going to show you common advertisements. For each slide, identify the persuasive technique used and give your rationale.
You MAY use your notes.
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1.
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2.
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3.
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4.4.
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5.
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6.
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7.7.
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Target AudiencesTarget Audiences
Advertisers know how to target their audiences use appropriate persuasive
technique
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Target Audience?Target Audience?
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Target Audience?Target Audience?
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Target Audience?Target Audience?
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Target Audience?Target Audience?
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Target Audience?Target Audience?
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Target Audience?Target Audience?
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Transfer TechniqueObjects or other people are shown
with the product or candidate being “sold” in hopes that your good feeling for those objects or people will transfer onto the product or candidate.
THE TRANSFER OF GOOD FEELINGS FROM A BACKGROUND OBJECT TO THE MAIN OBJECT.
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Transfer Examples:Transfer Examples:
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Transfer:Transfer:
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Transfer Example:Transfer Example: