Advertising Smarts

Media Literacy for Millenials

What is “media”?

The means of communication to reach or influence people: radio, television,

newspapers, magazines, etc.

What is a “consumer”?

A person who uses goods or services.

Sooo… what is “media literacy”?The ability to access, analyze, evaluate, and create media in a variety of forms.

How do you get what you want?

It’s a school night, but your favorite band of all time is playing a free show, but it’s not over until 10:00pm.

How will you convince your parents to let you go?

Aristotle 384 BCE – 322 BCE

Rhetoric: The art of speaking or

writing effectively

Rhetorical Appeals

Ethosan appeal to credibility.

Pathosan appeal to

emotions

Logosan appeal to logic.

Pathos

Ethos

Logos

Target Marketing

• Target Audience: A group of customers that a business aims its advertisements towards.

• Demographic: A particular group of the population.

Magazine Hunt

Number off 1, 2, 3, 1, 2, 3…

1’s: You are looking for an ad that uses PATHOS2’s: You are looking for an ad that uses ETHOS3’s: You are looking for an ad that uses LOGOS

ANDIdentify the Target Audience

Marketing Strategies

•Emotional Appeals

•Associations

•Fear Tactics

Emotional Appeals

• to be accepted by others• for self-acceptance• for security• for family• for excitement• to be sexy (sex appeal)

The need…

Associations

• wealth / fame• happiness• success• youthfulness / health• excitement / adventure / risk• independence / individuality

To be associated with…

Fear Tactics

• death / aging / sickness• bodily embarrassments• failure• poverty• violence• guilt

Fear of…

Advertising Techniques

• Slogan: A catchy phrase or statement used to sell a product or service.

• Repetition: The name of the product is repeated many times.

• Bandwagon: Everyone is using a specific product so you should, too.

Bandwagon

Repetition

Slogan

Learning TargetI can…

Identify the advertising techniques slogan, repetition, and bandwagon in magazine advertisements.

Mrs. Nite is looking for…With your table partner find:1 ad that uses slogan1 ad that uses repetition1 ad that uses bandwagon

Advertising Techniques

• Testimonial: A well-known or famous person supports a product or service.

• Expert Opinion: Experts approve of the product so you should use it.

• Plain Folk: Suggests that a product is a good, practical product for ordinary people.

Expert Opinion

Testimonial

Plain Folk

Learning TargetI can…

Identify the advertising techniques testimonial, expert opinion, and plain folk in magazine advertisements.

Mrs. Nite is looking for…With your table partner find:1 ad that uses testimonial1 ad that uses expert opinion1 ad that uses plain folk

Advertising Techniques

• Snob Appeal: Suggests that the use of a product makes the customer cooler/better than others.

• Magic Ingredients: Something is different/special that makes the product better than others.

• Weasel Words: Words used to suggest a positive meaning without making a guarantee.

Magic Ingredients

Weasel Words

Weasel Wordsto watch for…

• Virtually• Essentially• Clearly• Visibly

Snob Appeal

Learning TargetI can…

Identify the advertising techniques snob appeal, magic ingredients, and weasel words in magazine advertisements.

Mrs. Nite is looking for…With your table partner find:1 ad that uses snob appeal1 ad that uses magic ingredients1 ad that uses weasel words

Advertising Techniques

• Facts & Figures: Statistics and factual information used to show that a product is better.

• Rewards & Gimmicks: A “trick” used attract consumers.

Rewards & Gimmicks

Facts & Figures

Learning TargetI can…

Identify the advertising techniques facts & figures and rewards & gimmicks in magazine advertisements.

Mrs. Nite is looking for…With your table partner find:1 ad that uses facts & figures1 ad that uses rewards & gimmicks

Analyze This!Write your name somewhere on the ad you are given.For each ad (both sides):1. What demographic is the target audience? 2. Is the ad using Pathos, Ethos, or Logos?3. What emotional appeals are being used? 4. What associations are being used?5. What fear tactics are being used?

Look for 4-5 per advertisement.

6. What advertising techniques are being used? Look for 2-3 per advertisement.