PERSUASIVE ADVERTISINGMiss Schmitz

7th Grade English-Language Arts

July, 2012

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LEARNING OUTCOMES

To recognize methods that advertisers often use to persuade

To analyze advertisements for these techniques

To apply the techniques to different audiences

MAIN MENU

1. Lesson 2. Activity

3. Movie

4. Quiz 5. Resources

LESSON

Advertisers use many techniques of persuasion to make us want to purchase their products.

In this unit, we will focus on 5 persuasive techniques advertisers use to entice an audience: Bandwagon Avant-Garde Testimonials Facts and Figures Transfer

LESSON

Bandwagon: Advertisers make it seem that everyone

is buying this product, so you feel you should buy it too.

Example:“The best, most exciting board game is

sweeping the nation. All your friends and neighbors are playing.”

LESSON

Avant-Garde This technique is the opposite of

Bandwagon. Advertisers make it seem that the product is so new that you will be the first on the block to have it.

Example:“Hurry and be the first to own the new

iPhone 4s with the newest technology!”

LESSON

Testimonials Advertisers use celebrities and regular

people to endorse products.

Example:“I’m Katy Perry, and Proactiv works on

me!”

LESSON

Facts & Figures Statistics, percentages, and numbers

are used to convince you that this product is better or more effective than another product.

Example:“30% more effective than the leading

brand.”“4 out of 5 dentists recommend.”

LESSON

Transfer Wants you to associate the good

feelings created in the ad with the product.

Example:A happy family sitting by a warm

fireplace eating soup will associate comfort and security with the product

ACTIVITY

Click on the Activity below. Print out the worksheet and follow the

directions. ONLY COMPLETE pages 112-113 today.

Persuasive Techniques Activity

QUIZ

1. Which advertising technique uses percentages, statistics, and numbers to convince the audience their product is better?

A. Avant-Garde C. Facts & Figures

B. Testimonials D. Bandwagon

Try Again!

QUIZ

2. “Everybody on the block already owns these shoes. You should, too!” This is an example of what technique?

A. Bandwagon C. Transfer

B. Testimonials D. Avant-Garde

Try Again!

QUIZ

3. The video clip you watched is an example of which of the following techniques?

A. Avant-Garde C. Bandwagon

B. Facts & Figures D. Testimonials

Try Again!

QUIZ

4. Which technique suggests that you will be the first on the block to own the product, and that only cool people like you will have this?

A. Facts & Figures C. Testimonials

B. Avant-Garde D. Bandwagon

Try Again!

QUIZ

5. Which technique gives you a good and positive feeling when you view it, and therefore makes you want to buy the product?

A. Testimonials C. Transfer

B. Facts & Figures D. Bandwagon

Try Again!

CONCLUSION

Be aware of the 5 advertising techniques as you view various TV commercials and ads in print magazines or billboards Bandwagon Avant-Garde Facts & Figures Testimonials Transfer

ADDITIONAL RESOURCES

Check out these other advertisements and see if you can guess the advertising technique!

ATT Ad

Chevy Ad

REFERENCES

YouTube video clip: Nicki Manaj Ad

http://www.youtube.com/watch?v=stea-kO6z2Q ATT Ad

http://www.youtube.com/watch?v=yaBZMuS32zY Chevy Ad

http://www.youtube.com/watch?v=E_I9fyX0RhI

Graphic Clip Art: Google images

http://www.google.com/imghp

Lesson & Activity handout: Springboard Textbook

https://springboard.collegeboard.org