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MEDIA STRATEGIES How does the media convince us of things? Media Strategies – Coca Cola • 1950s • https://www.youtube.com/watch?v=im1fsVHt0i8 • 1971 • https://www.youtube.com/watch?v=1VM2eLhvsSM • 1980s • https://www.youtube.com/watch?v=xffOCZYX6F8 • 1990s • https://www.youtube.com/watch?v=z5GVljsL8yg • 2014 • https://www.youtube.com/watch?v=HUzPwIP9BqE 1. Bandwagon • Bandwagon is an appeal to the subject to follow the crowd, to join in because others are doing so as well. “Everyone else is doing it…” Bandwagon = propaganda 2. Cartoons or cute characters • Why does this strategy work? 3. Celebrity Endorsement • Nikon Aston Kutcher • Pepsi Michael Jackson • Honda Bruce Willis Got Milk Campaign 4. Emotional Appeal This Driver Safety ad Is an example And this one by Sally Struthers 5. Facts and Figures • The media use facts and figures in order to show credibility. • They convince you of something by showing you data. • However, the data can be misleading or can exclude important information. 6. Gender or Sex Appeal • Why does this appeal to people? • How does it appeal to men? To women? • Are there differences in how both genders react to advertisements? 7. Name calling • Usually found in political ads, name calling is intended to discredit an opponent. Graphic Cigarette Warnings Evoke Important Emotions Vying for the Buying: Apply versus Samsung • Samsung S3 8. Plain folks • Why would people want to be considered “simple folk”? 9. Shock Appeal • Advertisements with shock appeal deliberately startle and offend its audience by violating norms for social values and personal ideals. • Shock advertising is designed to break through the advertising “clutter” to capture attention and create buzz. 10. Snob Appeal • Some companies brand themselves as only being for rich people. Why do you think this is? 11. Testimonials • Testimonials are statements written or spoken by consumers of products. They back up companies’ claims that their products work or are of high quality. • Think infomercials or exercise programs • Sometimes testimonials are made • to discourage the use of a product.