what it is, how it is used, and terms associated … · an ice cream company wants out find out if...
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WHAT IT IS, HOW IT IS USED, AND TERMS ASSOCIATED WITH IT.
Commercial
Information, ideas, or rumors deliberately spread widely to help, persuade or harm a person, group, movement, institution, nation, etc.
Elements of an argument (entire slideshow)
http://my.hrw.com/la_2010/tx_lit/nsmedia/levelup/lit016/shell.html
Opinion held before there is a reason for
it; prejudice; used in propaganda ads.
BIAS…..is a prejudice; a
preconceived judgment or an opinion
formed without just grounds or
sufficient knowledge.
UNBIASED…is showing
NO prejudice or
preconceived judgment
Reading for pleasure is a waste of time.
People who spend hour upon hour don’t get
to live in the real world. They don’t really
learn anything that is useful about how to
deal with everyday people and problems.
Plus, teachers always make us read things that are boring.
Parents always talk about how if schools had uniforms,
everything would be so much easier. You wouldn’t get caught
up on looks and would learn the skills you need. I disagree
with this; I think that school uniforms would put a restriction
on our creativity. We dress the way we do for a certain
reason. Clothes give us expression and the ability to use
color and patterns. The first impression we get of people is
usually clothes, facial expression and language. If we all
wear the same thing we don’t get to really see what people
are like on the inside. Usually girly girls wear pink and frilly
things. Skaters wear baggy pants and Goths usually wear
black. Clothes don’t distract us from learning the studies we
need to, it simply lets us inspire our imaginations and lights up our worlds
An ice cream company wants out find out if their product is the favorite
among people in the state. They survey only the customers who visit
their store.
A market researcher wants to know how 18-25 year old women spent
their money, so she asks questions of 18-25 year old women at the mall.
A school wants to know what students’ favorite lunch is. Mr. Ramirez
asks every third boy entering the lunchroom about this favorite lunch,
and Ms. Washington asks every third girl.
The action of attracting public attention to a product or business.
A word or phrase used by a business or any group to advertise its product or purpose.
Just Do It.
The legend rolls on.
Life’s a journey. Enjoy the ride.
I don’t want to grow up…
Like a good neighbor…
I’m lovin’ it.
Is it in you?
Be the first to know.
The happiest place in the world.
When you care enough to send the
very best.
Life tastes good.
The Sky’s the limit.
Just Do It.
◦ Nike
The legend rolls on.
◦ Harley Davidson
Life’s a journey. Enjoy the ride.
◦ Nissan
I don’t want to grow up…
◦ Toys ‘R’ Us
Like a good neighbor…
◦ State Farm
I’m lovin’ it.
◦ McDonald
Is it in you?
◦ Gatorade
Be the first to know.
◦ CNN
The happiest place in the world. ◦ Disney World
When you care enough to send the
very best. ◦ Hallmark
Life tastes good. ◦ Coca Cola
The Sky’s the limit.
◦ US Air Force
A person who purchases and uses food, clothing, or any manufactured item offered for sale through advertising.
The group of people most likely to use a product and/or the group at whom a commercial or advertisement is aimed.
Bandwagon
Emotional Appeal
Repetition
Testimonial
Plain Folks
Name-Calling
Transfer
Snob-Appeal
This is the everyone-else-is-doing-it-so-should-you-too technique.
Advertisers try to play off people’s desire to fit in with those around them.
Persuading people to do something by making them think everyone else is doing it.
Examples:
◦ Abercrombie blue jeans are worn by most teenagers.
◦ A credit card company claim millions of people use their card.
http://www.youtube.com/watch?v=po0jY4WvCIc
http://www.youtube.com/watch?v=2FqvEJVeExA
http://www.youtube.com/watch?v=yz7ZYQVWBtc
Words that make the audience feel strongly about something or someone.
Basically, advertisers use your emotions to sell their products.
◦ Including the following words in an advertisement –
Positive: love, family, beautiful, delicious, luxury, economical
Negative: pitiful, cold , hungry, lost
◦ This technique also works for ads such as “Feed the Children”
http://www.youtube.com/watch?v=SfAxUpeVhCg
http://www.youtube.com/watch?v=9gspElv1yvc
Repeats the product name at least three to four times. Repeating a word or phrase to emphasize the product - the repeated word does NOT have to be the name of the product itself (and usually is NOT the name of the product).
Examples: Head-On commercial (headache pain
reliever)
“Ranch, Ranch, Ranch….” (commercial for
Arby’s) Target ads (Showing the Target bull’s eye
over and over)
http://www.youtube.com/watch?v=f_SwD7RveNE
http://www.youtube.com/watch?v=MpdWz1NJuqQ
This technique uses a celebrity or important public figure to promote their product, or policy with “testimonies” or stories of how wonderful the product or person is.
Examples: ◦ An actor speaking at a political rally
◦ Jessica Simpson and P. Diddy in the Pro Active commercials.
◦ “Got Milk?” ads
http://www.youtube.com/watch?v=iuNUbAkJajE
http://www.youtube.com/watch?v=piiZBd2cJ
xU&NR=1
Often used for products which are designed for everyday living. The “typical” American family, their pets and problems are usually focused. An attempt to convince the audience that the product or idea can be identified with the common people from everyday walks of life.
Examples: ◦ a cereal manufacturer shows an ordinary family sitting down to breakfast and enjoying their product
◦ “You should eat at Baby Jim’s because we have down home cookin’.”
http://www.youtube.com/watch?v=PeX51oHKHiQ
http://www.youtube.com/watch?v=ow5cHJx43i0
Using negative labels for political opponents or competitors, rather than tell why they are a better candidate or why their product is superior.
http://www.youtube.com/watch?v=Ug75diEyiA0&list=PL2Rf1R6EcGZTov9OQUWpwaA7xczA7cXRF
Examples:
A magazine ad picturing a good-looking person drinking a Sprite
A commercial with a muscular man/woman standing next to a workout machine. (Bow Flex commercials)
A happy family on vacation at a Marriott Hotel.
This technique involves making a claim that one should act or think a certain way because of the high social status associated with the action, thought, or product.
Examples: ◦ “John North’s Shoppe is only for the
distinguished gentleman who seeks to be the top executive”
◦ a coffee manufacturer shows people dressed in formal gowns and tuxedos drinking their brand at an art gallery
http://www.youtube.com/watch?v=zmOHeWrr9V4