Download Health_Tutorial_2.3.7

Tutorial: Advertising Techniques and How to Avoid Their Tricks
Slide 1
“Advertising is used to sell things, not to inform consumers about healthy choices. Being
aware of advertising techniques can help you make healthier choices when buying food
and health products. This image shows an example of glittering generalities. This
technique makes broad generic claims about a product’s usefulness or greatness.
Glittering generalities suggest that the product is something we all want. What are some
questions you can ask yourself when you come across this type of advertising? Click
the buttons to compare your answers.”
Slide 2
“This advertisement shows an example of “Doublespeak.” Doublespeak is a technique
in which language is used to be catchy or clever, though it may not make actual
connections to the product. When confronted with doublespeak in advertising, some
things to ask yourself include: What are the possible meanings for each statement in the
ad? Are there more than one meaning? Are the extras suggested by the ad helpful? Are
they necessary? What does ‘new and improved’ actually mean?”
“The next screen introduces the technique known as a testimonial. What do you think a
testimonial might try to accomplish? Click for the answer.”</slide>
Slide 3
“This image shows the advertising technique known as ‘Testimonial.’ This technique
uses a statement from a famous person to endorse a product he or she may or may not
actually use. Testimonials generally make authoritative and wildly positive statements
about the product. What are some questions you can ask yourself when you come
across this type of advertising? Click the buttons to compare your answers.”</slide>
Slide 4
“This image shows the advertising technique called ‘Bandwagon.’ This technique is
used to suggest that you will be left out of a group if you don’t buy the product. If you
don’t purchase this product, you run the risk of being “less cool” or ostracized. Some
things to consider when faced with this technique are: Does the information in the ad
back up its claims with statistics? If so, are the statistics accurate or exaggerated? If
many people use the product, doesn’t that also leave many more who likely don’t use it?
If you asked your friends if they use the product, isn’t it very likely that some or most will
say no?”
“Click the button below for a brief self-check review of advertising techniques.”
© KC Distance Learning
Slide 5
“To review, match each advertising technique with the correct term.”
© KC Distance Learning