gcse advert persuasive techniques
DESCRIPTION
Key persuasive techniques use in advertising.TRANSCRIPT
Persuasive Techniques in Adverts
GCSE - Cross Media
HumourHumour makes
adverts more memorable.
If you can make people laugh, you can persuade them!
Repetition Slogans, images and
brand names can be repeated and add creditability to a campaign.
Slogans remain in the memory long after the advertising campaign has finished.
Shock TacticsBenetton and
Barnardo’s have used shock tactics to grab the attention of the audience
Sex SellsThe most effective
and persuasive technique.
If people think the product will make them more attractive to the opposite sex then they will buy it.
StereotypesThese are useful in
advertising because they are easily identifiable and tend to bring certain messages with them
Example: Indian Mother in Tilda Rice Advert 2007
Intertextual referencesUsing other texts to
create or ad meaning to an advert
FearYou must buy this
product or something bad will happen!
Warm & FuzzyUses sentimental
images to sell products
Beautiful PeopleUsing good looking
models as if telling us we will look like them if we use the product!
Reward and Punishment Probably the most important persuasive tool
in advertising.Physical Rewards are offered like - BOGOF,
or a cream that makes you look younger.Rewards can be psychological though -
example Dog food that ‘gives him a healthy coat and gums’. If you don’t buy the food you will be punishing your dog
Signifier What is literally ‘in
the picture’, such as colours
This is known as denotation
SignifiedThe interpretations or
meanings which can be associated with parts of the picture.
This is known as connotation.
E.g the colour green has connotations of envy, nature and eco -friendliness
Preferred Meaning All media texts have
preferred meanings.It’s the way they are
constructed to encourage you to see them in a certain way.
Example the lighting or shot angle used
Nike was attacked by church for Christ like picture.
AnchorageWhen an advert
uses a caption to fix the meaning of an image
Example: WELLA Shockwaves advert
“Style like an angel, play like a devil.”