PERSUASIVE ADVERTISINGLEVEL:

Intermediate.

OBJECTIVES:In this lesson, you will learn how to recognize:

Persuasion techniquesused in advertising.

You will also find out how to use those techniques to your advantage.

MATERIALS:

Computer, internet connection.

http://www.bbc.co.uk/schools/ks2bitesize/english/reading/deduction/read4.shtml

This activity has been designed to Increase your awareness of persuasion tactics as seen in magazine advertising.

1. Click on the link below and the information that is provided

there.

Then, go ahead with this ppt.

There are two types of advertising.

Informative

marketing

• seeks to familiarize the consumer with a product or service by spreading the news about it.

Persuasive

advertising

• the marketer aims to manipulate your spending habits by making you want to buy his or her product or service.

The manipulation can occur by appealing to the consumer’s senses, emotions, or intellect.

A perfect looking product, an exciting background color, a catchy slogan orJingle.

Sensory appeal:

Sex appeal:Can be accomplished through visuals,voice, and/or word choice.

Can be a snob (makes consumerbelieve purchase will place him/her in ranks of the elite).

Group appeal

Uses the endorsements of celebritiesor other powerful people; you will be like themif you use the product or service.

Authority:

Uses figures, experiments,impressive-sounding ingredients, andother proof that product is superior

Scientific or statistical:

Makes you feel smart, attractive, etc. first with compliments, then follows with your need to buy the product.

Flattery:

2. Hands on work: ( Adapted from : Duffy, R. K. (n.d). Magazine Ads and You, the Teenager. Retrieved September 22, 2009, from The Power of Persuasive Writing Website: http://www.col-ed.org/cur/lang/lang57.txt

Go through the list of ads you find in the next slide.

Pick out 2 of the advertisements and evaluate them by filling in the sheets you find in the word document you also received along with this ppt.

Since you will evaluate 2 ads, you will have to fill in 4 tables, 2 per advertising.

Print the documents and bring them to our face to face session.

Be ready to share your ideas and thoughts about your answers to each of the questions you find in evaluation sheet 2.

Medifast Ad (Better Homes

Magazine, January 2009)

Jenny Craig Ad(US Weekly

Magazine, January 12, 2009)

Weight Watchers Ad(Parade, January 4,

2009)

Alli Ad (Good

Housekeeping, January 2009)

NutriSystems Ad(Parade, January 4,

2009)

Atkins Ad(US Weekly Magazine,

January 12, 2009)

Hydroxycut(US Weekly

Magazine, January 12, 2009)

Weight Watchers Ad(Better Homes &

Gardens, Sept. 2008)

Gabriel Method Web Ad

(ScientificAmerican.com

Accessed May 4, 2009)

Taken from http://www.frankwbaker.com/deconstructing_print_ads.htm