Advertising is a type of persuasive message that is designed to motivate consumers to buy a product. The advertising industry uses specific techniques to appeal to their target audience.
This is a list of some techniques that are often used not only in advertising, but also in any persuasive message.
Techniques of persuasion: motivating the consumer
Stacking: list of reasons why the product or service is good
Repetition: makes product or service familiar to consumer
Slogan: identifies product or service with an idea
Logo: identifies product or service with a symbol
Snob Appeal: associates product or service with a personality or lifestyle
Cause and Effect: use this product or service and your problems will disappear
Emotional Appeal: uses emotion to sell a product or service (pity, fear, patriotism, happiness,etc.)
Price Appeal: consumers will be getting something extra for less money
Testimonial: someone endorses the product
Sex Appeal: the product will enhance you sexual attractiveness.
Bandwagon: uses peer pressure to influence the consumer. If everyone else is doing it so should you.
Confusion: gains the consumers attention by confusing them, and then retains the attention as the consumer tries to figure out the message.
Technical Jargon: uses technical words to impress the consumer
Transfer: associates the product with words or ideas that may or may not be related to the product. The association seeks to transfer certain qualities to the product.
Name Calling: the advertiser compares its product or service to the competition in a way that is favorable to the advertiser.
Plain Folks: the advertiser tries to identify its product with common people just like you.
Glittering Generality: the viewer is given a general feeling about the product, but not much else.
Liquid Mountaineering
Part of this unit encourages you to ask questions about media and advertising and how it changes your perception on the world.
Watch the YouTube clip 'Liquid Mountaineering' and contribute to the class 'Wall Wisher'. What questions enter your mind as you are watching? (Prompts - What unit of work are we working on? Why would your teacher want you to view this? Think 'advertising' what are they trying to sell?)
You may want to view this twice, OR have some extra time at the end of the clip to contribute to the Wall Wisher.
After some discussion about the questions that have been contributed, watch the Youtube clip Hi-Tec: Making of Hi-Tec Liquid Mountaineering.
Discuss how the advertisers influenced the audiences views when trying to sell a seemingly impossible idea/product.
NOW..... YOUR TASK.......
Discuss how the advertisers influenced the audiences views when trying to sell a seemingly impossible idea/product. Work in small groups to prepare a presentation that would sell one of the following:
Sell synchronized swimming to Australian boys.
Sell whale meat to an Australian audience.
Sell bottled air.
Make the humble plastic bag fashionable.
Sell ice to eskimoes.
Cane toads make great family pets.
Watch the YouTube clip 'Liquid Mountaineering' and contribute to the class 'Wall Wisher'. What questions enter your mind as you are watching? (Prompts - What unit of work are we working on? Why would your teacher want you to view this? Think 'advertising' what are they trying to sell?)
You may want to view this twice, OR have some extra time at the end of the clip to contribute to the Wall Wisher.
After some discussion about the questions that have been contributed, watch the Youtube clip Hi-Tec: Making of Hi-Tec Liquid Mountaineering.
Discuss how the advertisers influenced the audiences views when trying to sell a seemingly impossible idea/product.
NOW..... YOUR TASK.......
Discuss how the advertisers influenced the audiences views when trying to sell a seemingly impossible idea/product. Work in small groups to prepare a presentation that would sell one of the following:
Sell synchronized swimming to Australian boys.
Sell whale meat to an Australian audience.
Sell bottled air.
Make the humble plastic bag fashionable.
Sell ice to eskimoes.
Cane toads make great family pets.