advertising smarts
DESCRIPTION
Advertising Smarts. Media Literacy for Millenials. W hat is “media”?. The means of communication to reach or influence people: radio, television, newspapers, magazines, etc. What is a “consumer”?. A person who uses goods or services. Sooo … what is “media literacy”?. - PowerPoint PPT PresentationTRANSCRIPT
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Advertising Smarts
Media Literacy for Millenials
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What is “media”?
The means of communication to reach or influence people: radio, television,
newspapers, magazines, etc.
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What is a “consumer”?
A person who uses goods or services.
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Sooo… what is “media literacy”?The ability to access, analyze, evaluate, and create media in a variety of forms.
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How do you get what you want?
It’s a school night, but your favorite band of all time is playing a free show, but it’s not over until 10:00pm.
How will you convince your parents to let you go?
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Aristotle 384 BCE – 322 BCE
Rhetoric: The art of speaking or
writing effectively
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Rhetorical Appeals
Ethosan appeal to credibility.
Pathosan appeal to
emotions
Logosan appeal to logic.
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Pathos
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Ethos
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Logos
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Target Marketing
• Target Audience: A group of customers that a business aims its advertisements towards.
• Demographic: A particular group of the population.
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Magazine Hunt
Number off 1, 2, 3, 1, 2, 3…
1’s: You are looking for an ad that uses PATHOS2’s: You are looking for an ad that uses ETHOS3’s: You are looking for an ad that uses LOGOS
ANDIdentify the Target Audience
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Marketing Strategies
•Emotional Appeals
•Associations
•Fear Tactics
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Emotional Appeals
• to be accepted by others• for self-acceptance• for security• for family• for excitement• to be sexy (sex appeal)
The need…
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Associations
• wealth / fame• happiness• success• youthfulness / health• excitement / adventure / risk• independence / individuality
To be associated with…
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Fear Tactics
• death / aging / sickness• bodily embarrassments• failure• poverty• violence• guilt
Fear of…
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Advertising Techniques
• Slogan: A catchy phrase or statement used to sell a product or service.
• Repetition: The name of the product is repeated many times.
• Bandwagon: Everyone is using a specific product so you should, too.
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Bandwagon
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Repetition
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Slogan
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Learning TargetI can…
Identify the advertising techniques slogan, repetition, and bandwagon in magazine advertisements.
Mrs. Nite is looking for…With your table partner find:1 ad that uses slogan1 ad that uses repetition1 ad that uses bandwagon
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Advertising Techniques
• Testimonial: A well-known or famous person supports a product or service.
• Expert Opinion: Experts approve of the product so you should use it.
• Plain Folk: Suggests that a product is a good, practical product for ordinary people.
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Expert Opinion
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Testimonial
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Plain Folk
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Learning TargetI can…
Identify the advertising techniques testimonial, expert opinion, and plain folk in magazine advertisements.
Mrs. Nite is looking for…With your table partner find:1 ad that uses testimonial1 ad that uses expert opinion1 ad that uses plain folk
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Advertising Techniques
• Snob Appeal: Suggests that the use of a product makes the customer cooler/better than others.
• Magic Ingredients: Something is different/special that makes the product better than others.
• Weasel Words: Words used to suggest a positive meaning without making a guarantee.
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Magic Ingredients
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Weasel Words
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Weasel Wordsto watch for…
• Virtually• Essentially• Clearly• Visibly
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Snob Appeal
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Learning TargetI can…
Identify the advertising techniques snob appeal, magic ingredients, and weasel words in magazine advertisements.
Mrs. Nite is looking for…With your table partner find:1 ad that uses snob appeal1 ad that uses magic ingredients1 ad that uses weasel words
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Advertising Techniques
• Facts & Figures: Statistics and factual information used to show that a product is better.
• Rewards & Gimmicks: A “trick” used attract consumers.
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Rewards & Gimmicks
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Facts & Figures
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Learning TargetI can…
Identify the advertising techniques facts & figures and rewards & gimmicks in magazine advertisements.
Mrs. Nite is looking for…With your table partner find:1 ad that uses facts & figures1 ad that uses rewards & gimmicks
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Analyze This!Write your name somewhere on the ad you are given.For each ad (both sides):1. What demographic is the target audience? 2. Is the ad using Pathos, Ethos, or Logos?3. What emotional appeals are being used? 4. What associations are being used?5. What fear tactics are being used?
Look for 4-5 per advertisement.
6. What advertising techniques are being used? Look for 2-3 per advertisement.
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