PRESENTED BY

CHAVALEEPHORN BOONMA

550132045

ENGLISH FOR INTERNATIONAL COMMUNICATION

The Persuasive Techniques in Advertising

The Objectives

- To analyse the persuasive techniques in advertising

in order to reach media literacy skill and how it is used in advertising- To present “ English language” is used

through advertising- To study the persuasive techniques/language

of persuasion that effect towards Consumers- Data collection will be based on websites,

researches

The Importance of Persuasive Techniquestowards media literacy

The goal of most media messages is to persuade the audience to believe and commercial advertising tries to persuade us to buy a product or service

Learning these techniques is an important media literacy skills by examining advertising in order to keep in mind that many media messages

Media Literacy in 21st Century

The Center for Media Literacy stated that "Media Literacy is a 21st century approach to education. It provides a framework to access, analyze, evaluate and create messages in a variety of forms – from print to video to the Internet. Media literacy builds an understanding of the role of media in society as well as essential skills of inquiry and self-expression necessary for citizens of a democracy.”

Analyzing Persuasive Techniques in Advertising

Product ComparisonCompare a product with the “inferior” competition

Intended effectConsumers believe the feature product is superior

Individuality

Appeals to consumers’ desire to be different from everyone else

Intended EffectConsumers celebrate their own style

or rebel against what others are doing Consumers perceive the product as

unique, stylish or cool

Celebrity Spokensperson

Uses a celebrity of famous person to endorse a product

Intended EffectConsumers transfer admiration or respect for the celebrity to the product

Name-calling

Attacks people or groups to discredit their ideas

Intended EffectConsumers focus on the attack rather than the issues

Humor

Used to make audiences laugh, but provides little information about the product or service

It’s a powerful persuasion technique. When we laugh, we feel good

Intended EffectConsumers remember the advertising

and associate positive feeling with the product

Emotional Appeals

Make viewers feel certain emotions, such as excitement, sadness or fear

Intended EffectAudience transfers that feeling to the product

Fear/message

How do you feel?

Don’t talk while driving

Bribery

Persuade us to buy a product by promising to give us something else, like a discount, a coupon, a free gift, sales, special offers

Intended EffectConsumers are persuaded to buy a

more item and accept this information without enough real evidence

Conclusion

Media literacy beginners will be better able to make your own decisions to believe or do something/buy ,vote, give money etc.

References http://

medialiteracyproject.org/language-persuasion

http://www.wikihow.com/Identify-Persuasive-Techniques-in-Advertising

http://teach.clarkschools.net/jbernhard/literacy_web/persuasion/CommonPersuasiveTechniques.ppt.

http://medialiteracyproject.org/learn/media-literacy