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Distinguish between effective and ineffectivepersuasion techniques in the media.
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PERSUASION TECHNIQUES
Bandwagon: The commercial tells the viewer that
everyone uses the product. Viewers buy the product to fit
in or because they assume if others use it, it must be
good.
Individuality/Anti-Bandwagon : The commercial tells viewers to
think differently; celebrate their own style; and rebel against what
everyone else is saying, doing, or buying.
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: Arouses the desire to achieve status or wealth or to
feel superior.
Emotional Appeal or Transference: The commercial is intended to
make viewers feel certain emotions, such as happiness, sadness, or
excitement. The viewers may transfer their feeling to the product.
Slogan: A memorable phrase is used in a campaign
or a series of commercials. Viewers remember the
slogan and associate it with the product. Some
become a part of everyday language
Humor: The commercial's main purpose is to make the audience
laugh. It often gives little information about the product. Viewers
will remember the commercial and have positive feelings about the
product.
Security The commercial draws on viewers' fears that their jobs,
families, or lives may be in danger if they don't buy the product.
Viewers question the quality of the competing product. Viewers
believe that the featured product is superior.
Plain Folks: Uses images of people "just like themselves." Glittering Generality: The commercial is filled with
words that have positive connotations attached to them,
such as "tasty" or "sensational."
Loaded words: Using words with strong connotations -whether
negative or positive.
Product Comparison: The commercial features a comparison
between the product and its competition, showing the competition
as inferior. This often uses card stacking, which is withholding
pertinent information to persuade the viewer.
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PC Vs. Mac
Commercial#1
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#2
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#3
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#5
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Pepsi Commercial# 6
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Coca Cola Commercial# 7
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Group Product Advertisement YOUR TASKS:
y Create an ORIGINAL product and then make anadvertisement using AT LEAST 3 persuasive techniquesfrom the chart.
y Be creative, use COLOR, be unique!
1. Get into your CAR D groups! (i.e. As, 2s, 3s, 4s, 5s, 6s)y = INVENTOR (come up with the original product)y = DESIGNER (come up with the design of the ad)
y = ILLUSTRA TOR (draw and color the ad)y = M A N A GER (keep group on task and on time)
2. Move desks so all group members are facing each other.3. Get a poster sheet of paper.4. Brainstorm product ideas.5. Begin creating advertisement.