Act Now, While Supplies Last!:Advertising Techniques

Argument & Rhetoric, Spring 2014Senior English

Stacking

• list of reasons why the product or service is good

Repetition

• makes product or service familiar to consumer

Slogan

• identifies product or service with an idea

Logo

• identifies product or service with a symbol

Snob Appeal

• associates product or service with a personality or lifestyle

Cause and Effect

• use this product or service and your problems will disappear

Emotional Appeal

• uses emotion to sell a product or service (pity, fear, patriotism, happiness, etc.)

Price Appeal

• consumers will be getting something extra for less money

Testimonial

• someone endorses the product

Sex Appeal

• the product will enhance you sexual attractiveness.

Bandwagon

• uses peer pressure to influence the consumer. If everyone else is doing it so should you.

Confusion

• gains the consumers attention by confusing them, and then retains the attention as the consumer tries to figure out the message.

Technical Jargon

• uses technical words to impress the consumer

Transfer

• associates the product with words or ideas that may or may not be related to the product. The association seeks to transfer certain qualities to the product.

Name Calling

• the advertiser compares its product or service to the competition in a way that is favorable to the advertiser.

Plain Folks

• the advertiser tries to identify its product with common people just like you.

Glittering Generality

• the viewer is given a general feeling about the product, but not much else.

Works Cited

“Ad Techniques.” Blackstone Valley Regional Vocational Technical High School. Blackstone Valley Regional Vocational School District, n.d. Web. 23 Mar. 2015.

Guess The Advertising Technique!

https://www.youtube.com/watch?v=HKppxptbJLA&index=4&list=PL367A24459B026167

Guess The Advertising Technique!

https://www.youtube.com/watch?v=ky45CrITPFc

Guess The Advertising Technique!

https://www.youtube.com/watch?v=bg_zxsxyKyM

Guess The Advertising Technique!

https://www.youtube.com/watch?v=U80ebi4AKgs

Guess The Advertising Technique!

https://www.youtube.com/watch?v=v76f6KPSJ2w

So which techniques would work best for your task?

• Your group will create a 30-40 second video advertisement that will be used to sell the yearbook.

• Consider your audience and purpose for the following task: Which technique(s) would be the most effective for your advertising campaign?

• Create a thinking map that describes the most effective techniques you might use for your advertisement. In the frame, take notes on your audience and purpose.

Performance Task

• You and your group members have just formed your own advertising firm. You received a call from your first potential client this morning. Your client, the Western High School Yearbook Class, has asked you to help them advertise their product, the 2015 Western High School yearbook. Your potential client gave you a deadline of Tuesday, April 21st.

Performance Task (continued)Before you start planning your advertisement, view some ads on You Tube. While you are viewing the ads, consider the following: Does the ad effectively use the techniques we discussed? Who is the target audience of the advertisement? Considering this target audience, how does the ad appeal to this group? How does the setting, characters, music, and the general “feel” of the ad create an overall tone that might effectively communicate an idea to the target audience.

Performance Task (continued)

• Choose one advertisement that you viewed as a model for your ad. Consider how you might model your ad on this model. You aren’t replicating this ad; rather, you are attempting to replicate the successful choices with techniques and the “feel” of of the ad.

• Your Task: Create a 30-40 second advertisement for the 2015 Yearbook.

Performance Task (continued)

• Before you write your script, make a list of questions you might have about your product and target audience.

• Once you create your ad, you will present it to your client (the Yearbook class), and they will select the firm(s) they would like to use for their advertising campaign.