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Advertising Persuasive Techniques Analysis Worksheet
Identify all the types of persuasion found in the five (5) ads you view below. Give
specific, concrete examples and a short summary explaining how/why the ad is that type
of persuasion. Identify the ad by number. Remember – there might be more than one
persuasive technique in an ad and/or more than one ad that uses that technique.
Type of Persuasion
Authority
Bandwagon
Beauty Appeal
Celebrity Endorsement
Compliment the
Consumer
Escape
Fear
Plain Folks Appeal
Scientific/Statistical
Claim
Sex appeal
Snob Appeal
Tradition
Unfinished Comparison
or Claim
Example and Analysis
Which ad?
Commonly Used Persuasive Techniques Used in Advertising and
Propaganda
Authority – Someone more educated and experienced knows what’s best
for us. (IE: “doctors’ prefer,” “a leading expert says”)
Bandwagon – associates product use with friendship/acceptance. (IE:
“Everyone is doing it.”)
Beauty Appeal – Beauty attracts us; we are drawn to beautiful people,
places, and things
Celebrity Endorsement – Associates product use with well known person.
Compliment the Consumer – Flatters the consumer who is willing to
purchase their product. By purchasing the product, consumer is showing
how smart he is, what in individualist she is.
Escape – getting away from it all is very appealing. Imagine the adventure
you can have.
Fear – Powerful technique that appeals to fear of failure, fear of rejection,
fear of imagined social disgrace
Plain Folks Appeal – Reverse snob appeal. The intent is to appeal to the
average person.
Scientific/Statistical Claim – provides some sort of scientific proof or
experiment, very specific numbers, or an impressive sounding mystery
ingredient.
Sex appeal – Sex or sexiness is used to sell the product. You will look sexy
or attract sexy people with this product.
Tradition – What is well established and familiar is reliable.
Snob Appeal – The consumer ranks with the elite by using the product.
Unfinished Comparison or Claim – Use of phrases such as “Works better
in poor driving conditions!” Works better than what?