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Analyzing Mass Media Messages English 8 – Unit 2 Fall 2009 Advertising: Questions to Ask an Ad • • • • Who is the target audience? What product is the advertiser selling? What are they trying to get you to do? What propaganda techniques are used and why? Persuasive Techniques: Name Calling • Name calling is creating a negative attitude; hinting or implying using slanted or biased language. Persuasive Techniques: Bandwagon “Everyone else is doing it!” • The Bandwagon technique creates a desire to join a group satisfied with the idea or product; makes one feel left out if not with the crowd Persuasive Techniques: Testimonial “It worked for me!” • A testimonial uses a famous person or expert to make the advertisement’s claims seem more believable Persuasive Techniques: Appeal to Emotions • An appeal to emotions draws on the audience’s feelings; their sense of loyalty, pity, fear, love of family, peace, or justice. Persuasive Techniques: Appeal to Prestige • In an appeal to prestige the spokesperson makes the product seem attractive to the audience because he/she is a celebrity or appealing person the audience wants to be like. Persuasive Techniques: Plain Folks “For people like you” • Plain folks – using a spokesperson like the audience members with whom they can identify Persuasive Techniques: Glittering Generalities • Ads that use glittering generalities tell only part of the truth or make a statement that leaves out all of the facts.