Download File - MYP Design at Anwatin Middle School

Advertising Smarts
Media Literacy for Millenials
What 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”?
The ability to access, analyze, evaluate,
and create media in a variety of forms.
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?
Aristotle
384 BCE – 322 BCE
Rhetoric:
The art of speaking or
writing effectively
Rhetorical Appeals
Pathos
an appeal to
emotions
Ethos
Logos
an appeal to
credibility.
an appeal
to logic.
Pathos
Ethos
Logos
Target Marketing
• Target Audience: A group of customers that a
business aims its advertisements towards.
• Demographic: A particular group of the
population.
Magazine Hunt
Number off 1, 2, 3, 1, 2, 3…
1’s: You are looking for an ad that uses PATHOS
2’s: You are looking for an ad that uses ETHOS
3’s: You are looking for an ad that uses LOGOS
AND
Identify the Target Audience
Marketing Strategies
•Emotional Appeals
•Associations
•Fear Tactics
Emotional Appeals
The need…
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to be accepted by others
for self-acceptance
for security
for family
for excitement
to be sexy (sex appeal)
Associations
To be associated with…
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wealth / fame
happiness
success
youthfulness / health
excitement / adventure / risk
independence / individuality
Fear Tactics
Fear of…
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death / aging / sickness
bodily embarrassments
failure
poverty
violence
guilt
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.
Bandwagon
Repetition
Slogan
Learning Target
I 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 slogan
1 ad that uses repetition
1 ad that uses bandwagon
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.
Expert
Opinion
Testimonial
Plain Folk
Learning Target
I 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 testimonial
1 ad that uses expert opinion
1 ad that uses plain folk
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.
Magic
Ingredients
Weasel Words
Weasel Words
to watch for…
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Virtually
Essentially
Clearly
Visibly
Snob Appeal
Learning Target
I 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 appeal
1 ad that uses magic ingredients
1 ad that uses weasel words
Advertising Techniques
• Facts & Figures: Statistics and factual information
used to show that a product is better.
• Rewards & Gimmicks: A “trick” used attract
consumers.
Rewards & Gimmicks
Facts & Figures
Learning Target
I 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 & figures
1 ad that uses rewards & gimmicks
Analyze This!
Write your name somewhere on the ad you are given.
For each ad (both sides):
1.
2.
3.
4.
5.
What demographic is the target audience?
Is the ad using Pathos, Ethos, or Logos?
What emotional appeals are being used?
What associations are being used?
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.