MEDIA STRATEGIESHow does the media convince us of things?

http://www.google.ca/url?sa=i&rct=j&q=persuasive%20media&source=images&cd=&cad=rja&docid=BWSEAa4mjnegNM&tbnid=TdgZ9NYd3wFcMM:&ved=0CAUQjRw&url=http://teacherlingo.com/resources/items/persuasive_techniques_used_in_advertising.aspx&ei=8f6GUaP1Eefb0wHptYHwAw&bvm=bv.45960087,d.dmQ&psig=AFQjCNHZyNpDcMZWgDjF0g5XLOIUaHWl1Q&ust=1367887978467052

Media Strategies – Coca Cola

• From 1971 – 2013

• http://www.youtube.com/watch?v=1VM2eLhvsSM&safety_mode=true&persist_safety_mode=1&safe=active

• http://www.youtube.com/watch?v=FYuykEGyjqg&safety_mode=true&persist_safety_mode=1&safe=active

1. Bandwagon• Bandwagon is an appeal to the subject to follow the

crowd, to join in because others are doing so as well. “Everyone else is doing it…”

Bandwagon = propaganda

2. Cartoons or cute characters• Why does this strategy

work?

3. Celebrity Endorsement • Nikon Aston Kutcher

• Pepsi Micahel Jackson

• Make-up Jessica Alba

Got Milk Campaign

4. Emotional Appeal• Advertisers appeal to common the emotions

• Fear • Anxiety• Self-esteem • Love• Happiness • Pride

•SPCA•Smoking

• http://www.youtube.com/watch?v=NdLsQcYyAcc&safety_mode=true&persist_safety_mode=1&safe=active

• http://www.youtube.com/watch?v=WuLkd-f_oLU&safety_mode=true&persist_safety_mode=1&safe=active

• http://www.youtube.com/watch?v=Nm_LqmK1AAw&safety_mode=true&persist_safety_mode=1&safe=active

• http://www.youtube.com/watch?v=99msEwWpJBE&safety_mode=true&persist_safety_mode=1&safe=active

http://www.youtube.com/watch?v=EJ91BHlqC6c&safety_mode=true&persist_safety_mode=1&safe=active

5. Facts and Figures• The media use facts and

figures in order to show credibility.

• They convince you of something by showing you data.

• However, the data can be misleading or can exclude important information.

6. Gender or Sex Appeal• Why does this appeal to

people?• How does it appeal to

men? To women?• Are there differences in

how both genders react to advertisements?

7. Name calling• Usually found in political ads, name calling is tended

to discredit an opponent.

8. Plain folks

• Why would people want to be considered “simple folk”?

9. Shock Appeal• Advertisements with shock appeal deliberately startle and

offend its audience by violating norms for social values and personal ideals.

• Shock advertising is designed to break through the advertising “clutter” to capture attention and create buzz.

10. Snob Appeal• Some companies brand themselves as only being for rich

people. Why do you think this is?

11. Testimonials• Testimonials are statements written or spoken by

consumers of products. They back up companies’ claims that their products work or are of high quality.

• Think infomercials or exercise programs