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Copy of Advertising - Be Media Literate!

A presentation used to teach basic advertising techniques to 7th graders.

MariBeth Mahon

on 31 January 2018

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Transcript of Copy of Advertising - Be Media Literate!

Buy something
Change a behavior
Take action
Elements of an Ad
The Promise
the product advertised will benefit the viewer in some way.
The Appeal
The Product appeals to a target audience
Visual appeal: colors and images
Auditory appeal: words, music and sound
Emotional appeal: mood and style
Intellectual appeal: statistics, testimonials and tests
Common Advertising Techniques
Emotional Appeal
Faulty Cause and Effect
Compare and Contrast
Special Offer
Magic Ingredients
Gives the impression that everyone else is doing it, or of being left out if you don’t
Emotional Appeal
Words or images are used to evoke an emotion in the reader or viewer.
is a form of persuasion
An important person or famous figure endorses a product.
Faulty Cause and Effect
Use of a product is credited for producing a positive effect.
Good feelings, looks or ideas are transferred to the person for whom the product is intended.
Newest type of Bandwagon:
The LIKE Button
The advertiser wants the viewer to
The product name or keyword or phrase is repeated several times.
Compare and Contrast
The viewer is led to believe that one product is better than another by comparing product qualities with words and visual imagery.
Be Media Literate
The End
Image Credits
Images other than clipart;
Take My Heart http://www.flickr.com/photos/38126668@N02/4859258700
'Spectral' http://www.flickr.com/photos/67499195@N00/3343954254 by: Andreas Levers

Screenshots, YouTube Videos and Print Ads used under Fair Use Guidelines for Education
sex sells
magic ingredients
Full transcript