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Advertising - Be Media Literate!

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

Rebecca Johnson

on 20 March 2012

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Transcript 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 Bandwagon
Emotional Appeal
Testimonial
Faulty Cause and Effect
Transfer
Repetition
Compare and Contrast Bandwagon 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 Testimonial An important person or famous figure endorses a product.
Faulty Cause and Effect Use of a product is credited for producing a positive effect.
Repetition Transfer 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
Full transcript