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Copy of Ad Logic

What are TV commercials REALLY saying?
by

Laura Laroze

on 21 October 2013

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Transcript of Copy of Ad Logic

We all love commercials.
Right?
Here's one of my favorites...
But what's the point?
Companies sometimes spend millions of dollars on these commercials.
So what are they trying to accomplish?
Companies pay all that money
because they're hoping to PERSUADE you
to do something or to buy something.
But how do commercials PERSUADE us?
Let's watch a few, and we'll find out.
How does this commercial convince us to buy an Egg McMuffin?

Fallacy? Persuasive Technique?
Let's look
at another one.
What does this Nike commercial do to make you want to buy Nike Football gear?
Fallacy? Persuasive?
Think about it like this:
The commercial is basically saying,
"If you wear Nike Football gear, then you will..."
Fill in the blank.
Notice how unrealistic this is. Just wearing Nike gear doesn't mean you'll be able to get one massive hit and crazy tackle after another as a defender and one unstoppable run after another as a running back.
Let's watch another one.
How about this one?
What EVIDENCE do they give you to prove that it will be worth your money to go see AVATAR in the theater?
Notice how they pointed out that it was directed by the same director that made the movie TITANIC. Why would that convince people to go see this movie?

Fallacy? Persuasive Technique?
Did you recognize the celebrity in this commercial?
Why would having a famous person in the commercial convince you to buy a product or go out and do something?
Now it's your turn.
Watch the following commercials and analyze how the ad tries to persuade you to do something or buy something. Don't worry - we'll work through them together.
After you watch each commercial, answer the five questions on your worksheet.
Is the reasoning in the advertisement sound? In other words, do the reasons they give for why you should buy Nike gear actually make sense?
Pay attention to who a commercial is targeting. Notice that an ad that aims to convince teenagers is very different from a commercial that tries to convince senior citizens.
If a celebrity likes this product, does that mean the product is good? Or is that irrelevant evidence--evidence that has nothing to do with the point the commercial is trying to make?
Fallacy? Persuasive Technique?
Who is the audience of this commercial? In other words, WHO are they trying to convince to get car insurance through Allstate?
Fallacy? Persuasive?
Let's go to work!
What are TV commercials REALLY saying?
Your Assignment
You will create a 30 second commercial about one of the products seen today.

Since the commercials are fresh in your mind, pick your product now. Don't worry - you can change your mind later if you want.
Your Assignment
While we're at it, let's choose our audience.

Your audience can be high school girls or boys, middle-aged men or women, children, or even the elderly.

Again, you can change later if you get new ideas. Let's just pick something ot start with.
Your Assignment
Let's get ideas from your other classmates. Read through the questions on the first page of your assignment. Can you come up with another question you'd like to ask? I will give you a minute to think up another question. If you can't think of one right now, just stick to the ones on the page. You will likely have more questions tomorrow.
Also, try to identify the fallacies in the commercial.

On your dry erase board, you should write a fallacy (see board) and a persuasive technique (cheat sheet on desk) that you spot in the commercial.
Your Assignment
Today we will begin working on your story board. You may work alone or with a partner. Your storyboard should be unique and not similar to your partners. (To be safe, you should probably pick a different product than your partner.)

The purpose of working with a partner is to brainstorm ideas, not to have the same end product.
Full transcript