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Notes on advertising techniques and public service announcements.
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Best PracticesMarketing
Advertising
Target Groups
oAssertion: An assertion is an enthusiastic or
energetic statement presented as a fact,
although it is not necessarily true.
oBandwagon: an appeal to the subject to follow the crowd, to join in because
others are doing so as well.
oCard Stacking or Selective Omission: only presenting information that is positive to an idea or proposal and
omitting information contrary to it.
7 Persuasive Techniques
Bandwagon
oGlittering Generalities: words that have different
positive meaning for individual subjects, but are
linked to highly valued concepts.
o Lesser of Two Evils: often implemented during wartime to convince
people of the need for sacrifices or to justify
difficult decisions. One idea or proposal is often depicted as one of the only options or paths.
7 Persuasive Techniques
oName Calling: the use of derogatory language or
words that carry a negative connotation when describing an
enemy.oPinpointing the Enemy: an
attempt to simplify a complex situation by
presenting one specific group or person as the
enemy.
7 Persuasive Techniques
oPlain Folks: an attempt by the propagandist to
convince the public that his views reflect those of the common person and
that they are also working for the benefit of the
common person.oSimplification
(stereotyping): it often reduces a complex
situation to a clear-cut choice involving good and
evil.
7 Persuasive Techniques
oTestimonials: quotations or endorsements, in or out of context, which attempt
to connect a famous or respectable person with a
product or item. oTransfer: often used in
politics and during wartime. It is an attempt
to make the subject view a certain item in the same
way as they view another item, to link the two in the
subjects mind.
7 Persuasive Techniques
Celebrity Testimonial
oHumoroEmotions
oStatistics/FactsoRepetition
Other Techniques
Emotional Words
Repetition
Up Close Advertising
Ads & Teens
oGet the public to do something for the good of
everyone.oWatch:
o Canoeo I Am An American
Public Service Campaigns
oSmokey the Bear – Only YOU can prevent forest
fires!
o Crash Test Dummies – emphasizing the importance of buckling up!
Public Service Announcements
o A mind is a terrible thing to waste – United Negro College Fund
oHelp take a bite out of crime!
Public Service Announcements
oClick It or Ticket! – buckle up to avoid a traffic ticket.
o “Friends don’t let friends drive drunk.” – Campaign against drunk driving. Crashing Glasses
Campaign that Worked