S1 ADVERTISING UNIT

Promote your school

What is Advertising? If you have something you want to

promote or sell and you want to draw attention to it , you advertise it.

There are many different types of advertising:

1. Newspaper2. Radio3. TV4. Cinema5. Internet6. Word of Mouth

Advertise your School. You are required to promote your

school to the community.

YOUR JOB …..…. IS TO PERSUADE LOCAL PARENTS THAT DRUMMOND COMMUNITY HIGH SCHOOL IS THE BEST SCHOOL FOR THEIR CHILDREN TO ATTEND.

HOW DO YOU DO THAT?????PERSUASION

LET’S EXPLORE SOME PERSUASIVE ADVERTISING TECHNIQUES …..

What is persuasion?Persuasion is a means of convincing people….• to buy a certain product• to believe something or act in a certain way• to agree with a point of view• Or TO CHOSE DRUMMOND COMMUNITY HIGH AS THEIR

FUTURE HIGH SCHOOL!

DCHS

Common persuasive techniques often used in advertising

• Slogan and Logos• Repetition• Bandwagon• Testimonial • Emotional Appeal• Expert Opinion• Use of Rhetorical Questions

Purpose? … to get

future students to

come to DCHS

SLOGANS Slogans are short, catchy phrases used by

advertisers to promote a product.

If effective, they remain in the memory long after the campaign has finished

Can you work out these ……..?

Snap! Crackle! Pop!

Finger Lickin’ Good

Because You’re Worth it

Just do it

I’m lovin’ it.

Drummond Community High School Slogan????

You will need to think up a short, catchy slogan to promote your school to future students …

Ideas???

Drummond … A school for tomorrow’s leaders.Drummond… great teachers, great opportunities!

Logos Logos are symbols that a

business or product will use that is easily recognisable …

Do you recognise these?

Advertisers play on our insecurities and needs. (Think of all the insurance adverts, cosmetic adverts)

They know that people want to:• feel safe• Feel that they belong or are accepted by others• Be part of a relationship, good looking and popular• Secure in old age.• Be good parents ….• Advertisers use LOTS of GUILT on parents “give your child the best

possible start in life …. (otherwise you are a REALLY BAD PARENT!!!)

=> Advertisers try to persuade consumers that they can buy a better life.

Another Persuasive Technique …. Needs, fears and

aspirations

How could you use “Guilt” in your advertisement for Drummond?

You will need to convince parents that Drummond IS THE BEST POSSIBLE EDUCATIONAL CHOICE FOR THEIR CHILD ….

How will you do that?• Show that DCHS is safe, small, caring and successful.

(photos of happy, smiling students!)• Show colourful photos of the school and students• List School Achievements and Awards• Get Quotes from past and present students• Convince people that this is the right school for

their child

Repetition: The name of a product is repeated many times

HEAD ON Apply directly to the

forehead

HEAD ON Apply directly to the

forehead HEAD ON Apply directly to the

forehead

How could we use Repetition?Repeat the word “Drummond” to remind people of the school’s name.

e.g. At Drummond, we care for your child ..At Drummond, we strive for success ..At Drummond, we look to the future.

Repeat strong emotional words such as “success”, “achievement”, “happiness”

e.g. Drummond is the school for today, the school for tomorrow and the school for the future.

Succeed in class, succeed in life, succeed at Drummond!

Three Part Lists

Use “Three part Lists” to explain why Drummond is a such a good school

e.g. Drummond is small, caring and strong!

Our teachers are talented, helpful and kind.Our Cafeteria is clean, bright and spacious

Bandwagon

A statement suggesting that everyone is using a specific product, so you should too

How could we use Bandwagon?

Who are our feeder schools?Do most of them come to this school?

Þ Use this information to show that “EVERYONE comes to Drummond … you should too!”

Þ (Otherwise, you’ll feel left out and odd!)

“Come on and join us …. At Drummond Community High School”

Testimonial

A well-known person supports a product or service

Sending my children to Drummond Community High School next year!

How can we use Testimonials?

Interview or quote “famous” or important people who have attended Drummond

…. E.g. The Principal! Teachers Past students

Current Students New Students

Rhetorical Questions

Rhetorical questions are questions put to people... where you do not really want an answer, because the

answer is OBVIOUS!! … you also want the people to THINK about your

question.e.g. Do you want fresh breath?Does your child deserve the best opportunities?Are small classes and skilled teachers important to you?

Emotional Appeal

Where a person is made to have strong feelings about a situation or product. E.g. An ex-student may have wonderful memories of going to this school.

Use images, words thatGive strong emotionsof happiness, family,achievement …

Expert opinion

Experts endorse this product, so you should use it too.

“Four out of five dentists recommend sugarless gum”

How can we use Expert Opinion?

Go onto the Drummond homepage on the internet and find information that shows that:

• Drummond is a small and successful school• Has wonderful supporting teachers• Has high attainment rates (we stay at school)• Has high achievement rates.

Quick review

• Slogan• Repetition• Bandwagon• Testimonial • Emotional Appeal• Expert Opinion• Three Part Lists• Rhetorical Questions

How could you use these Persuasive techniques

To promoteYour school????

GOOD LUCK AND

HAVE FUN!