Recognizing Appeals and Claims

1. RecognizingAppeals and Claims Adapted from “Understanding Mass Media”by Jeffery Schrank Ads from www.adflip.comand scriptorium.lib.duke.edu/adaccess/

2. Important note • Don’t forget to fill out the worksheet entitled “Recognizing Appeals and Claims” as you complete this activity.

3. Advertisers use claims and appeals to convince us to purchase their products. Let’s take a closer look at each and view some samples ads.

4. Sex Appeal • Sex is used to sell the product. • What is the model selling?

6. Snob Appeal • The consumer will join the ranks of the elite by using the product • The ad reads, “Extraordinary food for extraordinary dogs.” A dog will join the ranks of the elite by eating this dog food.

7. Appeal to Authority • Depends on a star, an athlete, or other public personality to endorse an item. • Use of the product will make you as wealthy, famous, or as beautiful.

8. Which NBA basketball player is this? Which company is the ad for?

9. Plain Folks Appeal • Reverse snob appeal applies here. In these ads the intent is to appeal to the average person. • This ad is geared toward women with average bodies. • It wants these women to believe the company has created a product with just them in mind.

10. Bandwagon Appeal • This appeal works because many of us don’t want to stand out by being different, and we want what others have. • The ad says that “Coke is the most asked-for soft drink in the world.”

11. And now for the claims... Claims

12. Scientific or Statistical Claim • This kind of ad refers to some sort of scientific proof, or to an impressive-sounding mystery ingredient. • “Certs contains a sparkling drop of Retsyn.” What exactly is “Retsyn”?

13. Scientific or Statistical Claim • “Retsyn” is a tasteless blue crystal. It does nothing to freshen your breath.

14. Complement the Consumer Claim • This claim butters up the consumer with some sort of flattery. • It’s trying to complement the consumer for being a winner. • Thus if you think you are a “winning” pool player, you would have to buy that brand.

15. In what way does this ad complement the consumer?

16. Rhetorical Question Claim • A rhetorical question is one where no answer is expected. • This ads says, “Are you missing out on TV fun?” • A question that is worded in a way that the consumer’s answer affirms the product’s desirability.

17. Unfinished Claim • The unfinished claim suggests that a product is “better” or has “more”, but it does not finish the comparison. • The ad says Plax removes more plaque than brushing alone, but it does not tell how much more.

18. Weasel words are used to make products seem special or unique. Some of the most common weasel words are listed to the right. Weasel Word Claim Helps Up to Many Enriched Can be Fortified Virtually

19. The ad says Cascade gets dishes “virtually spotless”. The advertiser hopes we remember the word spotless and forget the word virtually. Weasel Word Claim Virtually

20. What weasel word is used here? Weasel Word Claim

21. Is That All? • Advertisers do employ more than just the appeals and claims listed. • They frequently use more than one appeal or claim in each advertisement.

22. Is That All? • Use what you learned to figure out the different appeals and claims used in each of the following ads. • Some ads have more than one appeal or claim. Find at least one claim or appeal for each ad.

23. The ad reads, “Are you in?” It suggests that being “in” the car is what we should want.

24. This ad says, “Clinically proven to remove up to 14 years of stain build up in 7 days.”

25. Life Beckons

26. This ad says, “Style Setter.”

29. Life Beckons

34. Your Project • You will create an advertisement for a product of your choosing (school appropriate), • You can do a print ad or a video commercial. • Your ad will be worth 40 points.

35. Your Project • You must use 3 claims or appeals in your ad, and create a write up on what your ad is about and which claims and appeals you used.

36. The End