Authors Purpose Persuasive Devices in Advertising Persuasive Devices

Author’s Purpose Persuasive Devices in Advertising

Persuasive Devices n Bandwagon: a popular movement or cause that attracts growing support —often used in such phrases as jump on the bandwagon n Nostalgia: a wistful or excessively sentimental yearning for return to some past period or irrecoverable condition n Scare Tactics: using fear to persuade n Snob Appeal: Arouses the desire to achieve status or wealth or to feel superior n Testimonial: a solemn declaration usually made orally by a witness; expressive of appreciation or esteem

Persuasive Devices Continued… n Individuality/Anti-Bandwagon: Tells viewers to think differently; celebrate their own style; and rebel against what everyone else is saying, doing, or buying. n Plain Folks: Uses images of people "just like themselves. " n Emotional Appeal: intended to make viewers feel certain emotions, such as happiness, sadness, or excitement. The viewers may transfer their feeling to the product. n Loaded words: Using words with strong connotations -whether negative or positive.

Advertising n Advertising is a MULTI-TRILLION DOLLAR N O T E S industry. n Companies spend BILLIONS of dollars researching how to sell their products effectively. n You are their main target group that they attempt to sell products to (13 -25)

Advertising n Companies are looking to sell an IMAGE n BUY/USE our product and you will be COOL! N O T E S n VAULT COMMERCIALS

Merchants of Cool n Frontline Documentary on Advertising n MTV is addicted to research and knowing their fans – YOU! n Merchants of Cool

Advertising n Today, we’re going to learn how to break N O T E S down MAGAZINE advertisements n Just as Freytag spoiled your knowledge of what will happen in movies, learning about how advertisements work will spoil your ability to get duped into buying products you don’t need. n ADVERTISEMENTS NEED TO BE BROKEN DOWN INTO 3 PARTS….

Z-Line n Is the imaginary Z that your eyes follow when viewing an ad T A K E NO! YES! A N O T E S B C

DIRECT image T A K E N O T E S n What the advertisement displays; list everything that is being shown.

DIRECT image n EXAMPLE: N O T E S I see three males in this picture. One of them is about 50, the other is about 30, and the other is about 10. They are all wearing white shirts. They appear to be on a beach somewhere because there is sand in the background. There appears to be a boat in the far distance.

INDIRECT image T A K E N O T E S n What the DIRECT image implies/hints/suggests.

INDIRECT image n EXAMPLE: N O T E S The three males in this picture suggest that the cologne is timeless, meaning that it could be worn by all three of these ages—perhaps a clean, or classic smell. The ad also suggests that people who wear this cologne are out having fun on vacation.

Advertising n Now, it’s your turn… N O T E S n DIRECTIONS: n I will put an ad on the screen n Look at the advertisement and fill out the 4 questions (z-line, direct, indirect, and your opinion). n We will have 5 minutes per ad n We will look at 5 ads total n QUESTIONS?

Celebrity Endorsement or Testimonial: The commercial shows a popular celebrity promoting a product. Viewers transfer the respect they feel for the celebrity to the product.

Snob Appeal

Loaded Words