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Understanding Media Strategies: How Advertising Influences Us

This video explores various media strategies used to persuade and influence people's opinions and purchasing decisions. Key tactics discussed include the bandwagon approach, celebrity endorsements, emotional appeals, and shock advertising. The effectiveness of using facts and figures, gender appeals, and testimonials in marketing campaigns is analyzed. This informative overview sheds light on how companies like Coca-Cola have utilized these strategies from 1971 to 2013. Understanding these techniques can empower consumers to critically evaluate the media messages they encounter.

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Understanding Media Strategies: How Advertising Influences Us

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Presentation Transcript

  1. Media Strategies How does the media convince us of things?

  2. Media Strategies – Coca Cola • From 1971 – 2013 • http://www.youtube.com/watch?v=1VM2eLhvsSM&safety_mode=true&persist_safety_mode=1&safe=active • http://www.youtube.com/watch?v=FYuykEGyjqg&safety_mode=true&persist_safety_mode=1&safe=active

  3. 1. Bandwagon • Bandwagon is an appeal to the subject to follow the crowd, to join in because others are doing so as well. “Everyone else is doing it…”

  4. Bandwagon = propaganda

  5. 2. Cartoons or cute characters • Why does this strategy work?

  6. 3. Celebrity Endorsement • Nikon Aston Kutcher • Pepsi Micahel Jackson • Make-up Jessica Alba

  7. Got Milk Campaign

  8. 4. Emotional Appeal • And of course… • THIS ad

  9. 5. Facts and Figures • The media use facts and figures in order to show credibility. • They convince you of something by showing you data. • However, the data can be misleading or can exclude important information.

  10. 6. Gender or Sex Appeal • Why does this appeal to people? • How does it appeal to men? To women? • Are there differences in how both genders react to advertisements?

  11. 7. Name calling • Usually found in political ads, name calling is tended to discredit an opponent.

  12. 8. Plain folks • Why would people want to be considered “simple folk”?

  13. 9. Shock Appeal • Advertisements with shock appeal deliberately startle and offend its audience by violating norms for social values and personal ideals. • Shock advertising is designed to break through the advertising “clutter” to capture attention and create buzz.

  14. 10. Snob Appeal • Some companies brand themselves as only being for rich people. Why do you think this is?

  15. 11. Testimonials • Testimonials are statements written or spoken by consumers of products. They back up companies’ claims that their products work or are of high quality. • Think infomercials or exercise programs

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