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You will likely find that students have little trouble naming ads with which they are familiar, but most will claim that they have little effect on their habits, interests, or behaviors. Explain to students that advertisers very carefully construct their ads to make them memorable and appealing to consumers, and that the ways in which they try to convince them to buy products are similar to the ways they have been taught to write persuasively, using certain techniques and aiming toward a particular audience.
Distribute the Persuasive Techniques in Advertising handout and introduce the concepts of pathos, logos, and ethos, defined at the top of the handout. Students should understand that these rhetorical strategies are similar to those used in a persuasive writing assignment, and that they will use these strategies when creating their own commercial by the end of this unit. Encourage students to make connections to examples of each of the terms they have used in persuasive writing of their own.
Note: This is an appropriate time to clarify that the word logos in this context should not be confused with a brand-specific image or insignia referred to as a logo. After explaining the concepts of pathos, logos, and ethos, have students practice identifying the three techniques by placing a P , L , or E in the blank next to the examples at the bottom of this handout. Have students share their responses with a partner and check for understanding by conducting a brief discussion of the examples. Although most of these examples were designed to have one clear answer, be sure to emphasize to the students that pathos, logos, and ethos are not always separate entities and may often overlap with one another.
For example, "Nine out of ten dentists choose Crest," suggests that the dentists are credible experts ethos , and also includes a statistic logos. Deepen students' understanding of the concepts of pathos, logos, and ethos with visual examples by sharing with them the Persuasive Techniques in Advertising online video. You may want to pause and have students explain how the television, print, and online advertisements utilize the three rhetorical strategies. The narration in the commercial further explains their use in each advertisement. Explain that these are more specific types of strategies that advertisers use and that many overlap with pathos, logos, and ethos.
For example, you may mention that patriotism is a strategy meant to evoke certain emotions, and would therefore constitute a use of pathos. Close the session by explaining to students that in future sessions, they will be examining existing advertisements with their new analytical skill and applying it to creating ads of their own. Encourage students to begin looking at advertisements they encounter in terms of these three techniques. Ask students to demonstrate their growing understanding by providing examples of each of the techniques from advertisements they have recently seen.
Now introduce the term demographics to students: the characteristics that make up a human population such as gender, age, and race. Have students discover which demographic group s they fit into by completing the Demographics: Who are you?
When creating their group commercials in a later session, students will need to consider the demographics for their product. Explain to students that this is how advertisers think of consumers: not as individuals, but as members of groups that tend to believe, behave, or purchase in certain patterns. Even when an advertisement is appealing to the idea of individuality such as Burger King's "Have It Your Way" promotion , advertisers are appealing to the demographic group of "people who like to be thought of as individuals," not to any single consumer.
Continue the discussion of demographics by distributing the Targeted Commercials handout, which will further explore the concept of demographics. Ask students to begin applying their understanding of demographics and targeted advertising by showing the first part of a television program of your choice. Since the purpose of this activity is to show how advertisers cater to a show's intended audience, you may want to make sure you are presenting a show with commercials that very obviously target a specific demographic.
Have students use these factors and any other prior knowledge they may have of the show to determine the probable demographics. Students should indicate their choices on the handout. While students watch the commercial break s , have them take brief notes to remind them of the products being advertised.
Have students complete the "After the program" response question at the bottom of the Targeted Commercials handout. Then discuss the degrees to which the advertisements match the demographics of the likely intended audience of the television program. This would be an appropriate time to talk about clear evidence that programming and advertising are marketed to specific groups. Lifetime: Television for Women, Spike!
TV, Logo, and Black Entertainment Television all exist not only to give viewers programming they might like, but also to allow advertisers to target their audiences more specifically. Distribute the Commercial Dig activity, explaining to students that this is a long-term assignment that requires them to keep track of eight commercials viewed during one television program and to explain briefly the purpose of each advertised product.
Remind students that the commercials they record on this chart should all come from the same show, as the completed chart will be used to re-emphasize the concepts of demographics and targeted advertising. Inform them that this assignment should be completed by Session Four and ask if there are questions before closing the session. Explain to students that they will have the opportunity to apply this knowledge by looking at some real ads for real products.
Share that the goal of this activity will be to examine how advertisers skillfully use multiple strategies to persuade their audiences. Distribute the Analyzing Ads handout and discuss the expectations and format for response. Students will analyze six advertisements: two print ads, two television commercials, and two Internet advertisements.
This activity will allow students to practice their recognition of pathos, logos, and ethos in three different modes of advertising, preparing them for the creation of their own commercials. Students should also record any of the "other strategies" explained on Persuasive Techniques in Advertising handout, also required as part of the final project. It is interesting to see in the picture the lack of color to give the impression of a classical and somewhat elegant item.
This advertisement utilizes strategies from the Social Judgment Theory to persuade its audience. Professionals in their social networks and affiliations usually will agree with the majority opinion more often than not, and in this type of groups most of them own or wish they could own a Mercedes-Benz. In this lipstick ad, the target audience is women-young adults in their 20s — 30s who are not afraid to express themselves.
They want to look sexy, they want to feel sexy for the opposite sex, and they are looking for company and what better than using a red lipstick. Young adults are always looking for action, are not afraid of risks, and in this ad we see two nice looking adults who are not afraid to demonstrate to each other how they are feeling and what they want. The persuasive approach is very graphic and it is used by having beautiful women with white complexion to highlight the redness of her bold, shiny lips.
The Co-creation process is clearly used in this ad since it leads audience to co-create what is going on or what is about to happen with the couple in the picture. Once again this is a very effective approach to appeal to the main audience this ad is targeting since they are in their prime age and are interested to attract the opposite sex. The picture is not complete since we cannot see where they are, are they dressed or not dressed?
The co-creation process is used by omitting information in the picture which helps audience co-create their own unique scenario with the expectation that this will help persuade potential buyers to get the product since once we co-create a unique scenario it can have a more effective appeal to me as an individual. In this ad for Kama Sutra condoms, the target audience is adults in their 20s to 30s who are self-confidents and are very clear of what they want and are not afraid to ask for it.
Men self — esteem many times is measured by the capability to satisfy women, and the ad provides an answer to this dilemma. This ad persuades men with the message that they not just will have sex but they will be able to enjoy it more because they would achieve to experience it for much longer by using this condom. I believe sexually explicit pictures attract attention, are interesting and engaging, and direct processing resources toward the sexual stimulus and this lead to a positive attitude towards the product. This advertisement utilizes strategies from the Compliance Gaining Theory to persuade its audience.
The persuasive message is very interpersonal by clearly establishing the promise that the people who use this product are rewarded. In summary both female and male audience will be positively influenced by this ad by appealing to their self-gratification. We can see how in the media and in particular advertising, the process of persuasion is critical in order to achieve success through the process to convince the audience to acquire certain products, either goods or services.
To achieve persuasion, advertising media uses different methods and strategies to present a product or service as something necessary for the consumer. We are surrounded by advertising everywhere. Posters in the subway, clothing brands, advertisements on television, making us feel we are constantly being targeted by persuasion messages which are impossible to get rid of it. Advertising is executed by people and, therefore, is subject to the same virtues and their same defects but, what is very important is to acknowledge that it is a powerful communication tool. For that reason, it is important to learn more about the different persuasion strategies that are used in the media in order to determine when we are being targeted to get something that really we do not need or convince us to change our principles.pierreducalvet.ca/152681.php
Persuasion Techniques In Advertisement Media Media Essay
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