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A Review of Advertising RAM. Powerpoint Templates. Part I: Wording Techniques. Powerpoint Templates. Wording Techniques. The following scenario BEST exemplifies which wording technique?. Wording Techniques. The following scenario BEST exemplifies which wording technique? - PowerPoint PPT Presentation
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Powerpoint TemplatesPage 1
Powerpoint Templates
A Review of Advertising
RAM
Powerpoint TemplatesPage 2
Powerpoint Templates
Part I: Wording Techniques
Powerpoint TemplatesPage 3
Wording Techniques
The following scenario BEST exemplifies which wording technique?
Powerpoint TemplatesPage 4
Wording Techniques
The following scenario BEST exemplifies which wording technique?
Dirty Jobs star Mike Rowe claims Ford trucks are America’s truck.
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Wording Technique
Answer:
Endorsement
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Wording Techniques
The following scenario BEST exemplifies which wording technique?
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Wording Techniques
The following scenario BEST exemplifies which wording technique?
Nancy from Denver, Colorado, is quoted on an advertisment for Swiffer as saying It makes my job so much easier! Dust and dirt are picked up in no time flat!
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Wording Technique
Answer:
Testimonial
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Wording Techniques
The following scenario BEST exemplifies which wording technique?
Powerpoint TemplatesPage 10
Wording Techniques
The following scenario BEST exemplifies which wording technique?
Teen Spirit deodorant brags that it eliminates sweat and odor to keep you fresh.
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Wording Technique
Answer:
Water Is Wet (It’s deodorant. By definition, that’s its job.)
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Wording Techniques
The following scenario BEST exemplifies which wording technique?
Powerpoint TemplatesPage 13
Wording Techniques
The following scenario BEST exemplifies which wording technique?
Herbal Essence shampoo wants you to let you hair shine like the sun on the first day of summer.
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Wording Technique
Answer:
Vague Technique(How will it help your hair do this in ways other products won’t? It doesn’t specify.)
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Wording Techniques
The following scenario BEST exemplifies which wording technique?
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Wording Techniques
The following scenario BEST exemplifies which wording technique?
Underneath a picture of a Five Star notebook, an ad reads Obviously, we only use the finest paper and of course we provide you with organizational tools to help you succeed.
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Wording Technique
Answer:
Language of certitude(“Obviously” and “of course”)
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Wording Techniques
The following scenario BEST exemplifies which wording technique?
Powerpoint TemplatesPage 19
Wording Techniques
The following scenario BEST exemplifies which wording technique?
Why use pens like Papermate that skip or leak ink all over your purse? Trust Pilot, the only pen sophisticated enough to keep up with your hectic lifestyle.
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Wording Technique
Answer:
Slanting(Makes Papermate seem incompetant while raising the value of Pilot despite the fact that no evidence was given.)
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Wording Techniques
The following scenario BEST exemplifies which wording technique?
Powerpoint TemplatesPage 22
Wording Techniques
The following scenario BEST exemplifies which wording technique?
Samsung high definition televisions claims We provide the quality. You provide the popcorn. Make it a memorable movie with Samsung.
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Wording Technique
Answer:
Pronouns of Solidarity(Makes consumer believe “we” + “you” = a team)
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Wording Techniques
The following scenario BEST exemplifies which wording technique?
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Wording Techniques
The following scenario BEST exemplifies which wording technique?
Only Keebler cookies give you so much more.
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Wording Technique
Answer:
Unfinished Technique(More what?)
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Wording Techniques
The following scenario BEST exemplifies which wording technique?
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Wording Techniques
The following scenario BEST exemplifies which wording technique?
Lysol: The best brand in clean there is.
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Wording Technique
Answer:
Word Weasel(Doesn’t say why it’s the best, nor does it compare itself directly to any other cleaning brands.)
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Wording Techniques
The following scenario BEST exemplifies which wording technique?
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Wording Techniques
The following scenario BEST exemplifies which wording technique?
Keep your color in your hair 30% longer using Suave shampoo than if you use any other brand.
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Wording Technique
Answer:
Scientific/statistical
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Wording Techniques
The following scenario BEST exemplifies which wording technique?
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Wording Techniques
The following scenario BEST exemplifies which wording technique?
Only Huggies has patented anti-leak technology to save you from the messes of a leaky diaper.
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Wording Technique
Answer:
We’re Unique and Different
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Wording Techniques
The following scenario BEST exemplifies which wording technique?
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Wording Techniques
The following scenario BEST exemplifies which wording technique?
We work as hard as you do. ComEd. Because progress never sleeps.
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Wording Technique
Answer:
Compliment the consumer
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Wording Techniques
The following scenario BEST exemplifies which wording technique?
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Wording Techniques
The following scenario BEST exemplifies which wording technique?
Is your grocery store just too expensive? Then shop at Aldi’s.
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Wording Technique
Answer:
Rhetorical Question(Does anyone ever think they pay too little for groceries? By answering, you affirm Aldis.)
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Wording Techniques
The following scenario BEST exemplifies which wording technique?
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Wording Techniques
The following scenario BEST exemplifies which wording technique?
Skippy: We know peanut butter.
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Wording Technique
Answer:
Pronouns of Power
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Powerpoint Templates
Part II: Persuasive Techniques Appealing to Consumers’ Needs
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Persuasive Appeals
The following scenario BEST exemplifies which persuasive appeal?
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Persuasive Appeals
The following scenario BEST exemplifies which persuasive appeal?
“Hungry? Why wait. Grab a Snickers. Fills you up without holding you down.”
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Persuasive Appeals
Answer:
Physiological Needs
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Persuasive Appeals
The following scenario BEST exemplifies which persuasive appeal?
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Persuasive Appeals
The following scenario BEST exemplifies which persuasive appeal?
Usain Bolt, the Olympic Champion track runner, asks, “Do you want the best Internet service? To be faster than everyone else? Then you need AT&T.”
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Persuasive Appeals
Answer:
Need to Dominate
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Persuasive Appeals
The following scenario BEST exemplifies which persuasive appeal?
Powerpoint TemplatesPage 53
Persuasive Appeals
The following scenario BEST exemplifies which persuasive appeal?
LasVegas.com advertises, “Tired of your same old boring routine at the office? Then visit the city that never sleeps! Enter a world of infinite possibilities. The lights and sounds of opportunity. Only in Las Vegas.”
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Persuasive Appeals
Answer:
Need to Escape
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Persuasive Appeals
The following scenario BEST exemplifies which persuasive appeal?
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Persuasive Appeals
The following scenario BEST exemplifies which persuasive appeal?
“Give your baby the best baby food there is, made with the healthiest ingredients. Make your baby a happy, healthy Gerber baby.”
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Persuasive Appeals
Answer:
Need to Nurture
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Persuasive Appeals
The following scenario BEST exemplifies which persuasive appeal?
Powerpoint TemplatesPage 59
Persuasive Appeals
The following scenario BEST exemplifies which persuasive appeal?
“Let Monster.com post your resume for thousands of employers to see. We can help you land the perfect job to jumpstart your career. Monster.com. See how far you can go.”
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Persuasive Appeals
Answer:
Need to Achieve
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Persuasive Appeals
The following scenario BEST exemplifies which persuasive appeal?
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Persuasive Appeals
The following scenario BEST exemplifies which persuasive appeal?
“A spoonful of sugar still makes the medicine go down, but it doesn’t have to. When you’re sick, try Tylenol gelcaps with a new watermelon flavored coating. Let us take care of you – and save Mary Poppins for the movies.”
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Persuasive Appeals
Answer:
Need for Guidance
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Persuasive Appeals
The following scenario BEST exemplifies which persuasive appeal?
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Persuasive Appeals
The following scenario BEST exemplifies which persuasive appeal?
“Get the look that will have everyone’s jaw drop. Shop at Wet Seal today!”
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Persuasive Appeals
Answer:
Need for Attention
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Persuasive Appeals
The following scenario BEST exemplifies which persuasive appeal?
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Persuasive Appeals
The following scenario BEST exemplifies which persuasive appeal?
A Camel cigarette advertisement shows a group of people smoking and laughing as they watch a football game.
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Persuasive Appeals
Answer:
Need for Affiliation
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Persuasive Appeals
The following scenario BEST exemplifies which persuasive appeal?
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Persuasive Appeals
The following scenario BEST exemplifies which persuasive appeal?
An advertisement for a college shows two parents in the background, and a confident 18-year-old girl walking forward, smiling and looking determined. The caption reads, “It’s time to cut the umbilical cord. Discover you own path at Drake University.”
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Persuasive Appeals
Answer:
Need for autonomy
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Persuasive Appeals
The following scenario BEST exemplifies which persuasive appeal?
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Persuasive Appeals
The following scenario BEST exemplifies which persuasive appeal?
A Rolex watch is pictured with the caption, “Limited edition. Only 200 available.”
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Persuasive Appeals
Answer:
Need for Prominence
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Persuasive Appeals
The following scenario BEST exemplifies which persuasive appeal?
Powerpoint TemplatesPage 77
Persuasive Appeals
The following scenario BEST exemplifies which persuasive appeal?
An advertisement for Kato Karate advises, ‘‘When life gets you down, punch back. ’’
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Persuasive Appeals
Answer:
Need to Aggress
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Persuasive Appeals
The following scenario BEST exemplifies which persuasive appeal?
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Persuasive Appeals
The following scenario BEST exemplifies which persuasive appeal?
Two young 19-year-olds advertise for Abercrombie and Fitch. No clothing is visible, and fig tree blocks any sensitive areas. They gaze at each other.
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Persuasive Appeals
Answer:
Need for Sex
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Persuasive Appeals
The following scenario BEST exemplifies which persuasive appeal?
Powerpoint TemplatesPage 83
Persuasive Appeals
The following scenario BEST exemplifies which persuasive appeal?
A real estate advertisement reads, “ Your kids are in middle school. Let them focus on science, not guessing who brought a knife to school. We can help you find the perfect home in a good suburban school district.”
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Persuasive Appeals
Answer:
Need to Feel Safe
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Persuasive Appeals
The following scenario BEST exemplifies which persuasive appeal?
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Persuasive Appeals
The following scenario BEST exemplifies which persuasive appeal?
An advertisement for flight lessons pictures Superman flying through the air. The caption reads, “Have you ever wondered if you could fly? We bet you can.”
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Persuasive Appeals
Answer:
Need to Satisfy Curiosity
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Powerpoint Templates
Part III: Image Techniques
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Image Analysis
The following is a definition of which image analysis term?
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Image Analysis
The following is a definition of which image analysis term?
The practice of using a variety of different sized objects within an image. For example, a woman’s smile larger and the rest of her body smaller as she advertises for Colgate Total.
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Image Analysis
Answer:
Proportion
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Image Analysis
The following is a definition of which image analysis term?
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Image Analysis
The following is a definition of which image analysis term?
This is the use of signs to carry a message in a simple picture form. For example, the donkey represents the Democratic party while the elephant represents the Republican party.
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Image Analysis
Answer:
Symbolism
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Image Analysis
The following is a definition of which image analysis term?
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Image Analysis
The following is a definition of which image analysis term?
Deliberate exaggeration of particular parts of the images or parts within the images. For example, an ad for diet pills might use a cartoon character with an extremely small waist to visualize how thin the consumer can be if they buy the product.
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Image Analysis
Answer:
Hyperbole
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Image Analysis
The following is a definition of which image analysis term?
Powerpoint TemplatesPage 99
Image Analysis
The following is a definition of which image analysis term?
This could be external (like a picture frame) or internal (used to separate elements within the image). For example, a girl holding a Dr. Pepper is strategically positioned under an arc, so the consumer’s eyes naturally fall on the girl and the can in her hand.
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Image Analysis
Answer:
Frame
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Image Analysis
The following is a definition of which image analysis term?
Powerpoint TemplatesPage 102
Image Analysis
The following is a definition of which image analysis term?
This can be used to attract attention to a certain point in an image or to create a mood. It can also be used to represent feelings or emotions. For example, it might stimulate hunger, anxiety, or a sense of calm.
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Image Analysis
Answer:
Color
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Image Analysis
The following is a definition of which image analysis term?
Powerpoint TemplatesPage 105
Image Analysis
The following is a definition of which image analysis term?
This refers to the style that the words have been written in, not the meaning of the words themselves. For example, a bridal shop uses a soft script that looks like calligraphy to illustrate elegance.
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Image Analysis
Answer:
Font/Lettering
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Image Analysis
The following is a definition of which image analysis term?
Powerpoint TemplatesPage 108
Image Analysis
The following is a definition of which image analysis term?
Making part of the photo bright while another part is shadowed. For example, as Julius Peppers tackles an opponent in an ad for Nike shoes, his shoes are the brightest object in the picture while people in the background are in the shadows.
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Image Analysis
Answer:
Lighting
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Image Analysis
The following is a definition of which image analysis term?
Powerpoint TemplatesPage 111
Image Analysis
The following is a definition of which image analysis term?
These may create straight or curved edges in a static image. Our eyes often use these to travel around within an image. For example, a ballerina’s foot is pointed toward the Art Institute logo and address in the bottom corner of the picture, drawing the viewers eyes toward this information.
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Image Analysis
Answer:
Lines
Powerpoint TemplatesPage 113
Image Analysis
The following is a definition of which image analysis term?
Powerpoint TemplatesPage 114
Image Analysis
The following is a definition of which image analysis term?
This refers to the way that words have been used on an image. Look for metaphors, similes, puns and pronouns. For example, “Chevy: Like a rock.”
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Image Analysis
Answer:
Verbal features
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Image Analysis
The following is a definition of which image analysis term?
Powerpoint TemplatesPage 117
Image Analysis
The following is a definition of which image analysis term?
The way components are put together on the page is called the layout of an image. Usually there is a dominant subject that takes up the majority of the space on the page. For example, in an advertisement for Air Jordans, Michael is slam dunking the ball, and he takes up the majority of the space on the page.
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Image Analysis
Answer:
Layout
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Describe a media literate person.
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What do you remember about cool hunting?
How does it help our society today?
What are the drawbacks?
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How does the media portray women?
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What do you remember about the points made by Jean Kilbourne in Killing Us
Softly?Make a connection between
what she said and an advertisement you’ve seen
in today’s society portraying women.
•
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How are men portrayed in the media?
What are men told about what it means to be masculine in today’s
society?What effects does it have on their behavior as a whole?
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Deconstruct this ad.
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Deconstruct this ad.
Powerpoint TemplatesPage 126
Deconstruct this ad.
Powerpoint TemplatesPage 127
Deconstruct this ad.
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Deconstruct this ad.
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