SPRINGBOARD UNIT 2 ACTIVITY 2.5 Persuasive Techniques in Advertising urpose: Recognize methods advertisers use to persuade. Analyze advertisements for these techniques. Provide evidence for each technique. ESSENTIAL QUESTION 1 HOW DO ADVERTISERS ATTEMPT TO INFLUENCE CONSUMERS
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Purpose: *Recognize methods advertisers use to persuade. *Analyze advertisements for these techniques. *Provide evidence for each technique. ESSENTIAL.
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SPRINGBOARD UNIT 2ACTIVITY 2.5
Persuasive Techniques in Advertising
Purpose: *Recognize methods advertisers use to persuade.*Analyze advertisements for these techniques.*Provide evidence for each technique.
ESSENTIAL QUESTION 1
HOW DO ADVERTISERS ATTEMPT
TO INFLUENCE CONSUMERS
AWARE
Remember: Embedded Assessment 1 requires you to analyze an advertisement and then create one, so you must be familiar with the following techniques.
Persuasive TechniquesAds use common strategies to:
1. Get the attention of the audience 2. Convince them to accept the persuasive message.
There are 5 common strategies:Bandwagon
Avante-Garde
Testimonials
Facts & Figures
Transfer
BANDWAGONAdvertisers make it
seem that everyone is buying this product, so you feel you should buy it too. For example, the Consumeropoly game states: “The best, most exciting board game is sweeping the nation. All your friends and neighbors are playing.” This statement is intended to make you feel left out if you are not playing.
Facts and Figures Statistics, percentages, and numbers are used to convince you that this product is better or more effective thananother product. However, be aware of what the numbers are actually saying. What does “30 percent more effective than the leading brand” really mean?
TransferThis technique may be hard to spot. To recognize it, you need to pay attention to the background of the ad or to the story of the commercial. The transfer technique wants you to associate the good feelings created in the ad with the product. For example, a commercial that shows a happy family gathered around a bowl of soup may want you to associate a feeling of comfort and security with theirproduct.
celebrities and regular people to endorse products. For example, a famous actor urges consumers to buy a product. Pay close attention:sometimes the celebrity does notactually say that he or she uses the product.