Advertising

1. Advertising Unit 3

2. What is Advertising? • Since its inception in the mid 1800s, modern advertising has been responsible for the brand management of some of the world's most successful companies. Through market research, advertisers can discover target audiences and more effectively entice them to buy a product. The development of highly targeted advertising has raised concerns that businesses could use ads and marketing campaigns to mislead consumers and even encourage harmful behavior.

3. Federal Trade Commission • The Federal Trade Commission regulates advertising and sets guidelines for the marketing of particular products like tobacco and prescription drugs. Still, some people argue that even ads that pass legal muster could be harmful--especially to children. The effect of advertising on children is a unique concern for children's advocates who oppose ads targeting children and ads placed on school grounds.

4. Future Concerns • But these may soon become old worries. As advertisers turn their attention to newer technologies like mobile phones and gaming systems, and broader-reaching mediums like social networking sites and viral video hosts, advertising is sure become even more intrusive.

5. Advertising Investigation • Before we explore the different forms of propaganda; fill out the advertising Investigation worksheet.

6. Who uses Propaganda/ • Military • Media • Advertisers • Politicians • You and I

7. What are some of the techniques used to persuade us? • Bandwagon • Name-calling • Testimonial • Glittering Generality • Plain-folks appeal • Transfer • Emotional words • Faulty Reasoning • Fear

8. Name Calling • Name Calling- using negative terms to create a negative opinion or hatred against a group, a belief, or an idea.

10. Glittering Generalities • Glittering Generalities- using vague general statements that connect to values and beliefs deeply held by the audience such as honor, glory, love of county, freedom or family.

11. Transfer • Transfer- using the authority and approval of one thing we respect and applying it to something the ad wants us to accept by using symbols to stir emotions.

12. Testimonial • Testimonial- using a respected person or a person with a similar experience to endorse a product or cause in a positive light.

13. Plain Folk • Plain folk- convincing the audience that the spokesperson is “just like” him/her and therefore someone he/she can trust.

14. Bandwagon • Bandwagon- persuading the audience to do “what everyone else is doing” giving the impression of widespread support.

15. Card Stacking • Card stacking- using only the facts that support the advertisers’ perspective thus possibly “stacking the cards” against the truth or opposing side.

16. What About Color? • Red- love, blood, strength, danger, aggression, strong emotion/passion • White- purity, simplicity, youth, goodness, clean/sterile, humility • Blue- peace, loyalty, calm, security, life • Black- elegance, evil, power, mystery, fear, mourning • Yellow- joy, happiness, idealism, dishonesty, cowardice, hazardous

17. Color Cont. • Green- environment, luck, youth, vigor, envy, jealousy • Pink- childish innocence, life, love, femininity • Orange- energy, balance, enthusiasm, demanding of attention, warmth • Brown- earth, home, comfort, endurance, simplicity, comfort • Purple- royalty, spirituality, nobility, mystery, wisdom, cruelty, mourning

18. Emotional Words • Words that leave us with positive feelings are used to describe a product, person, or idea. • We associate those words and, therefore, those positive feelings with the product.

19. For example: • What feelings are inspired by the words “true love”? If you wear this cologne will someone fall in love with you?

20. Faulty Reasoning • Factual supporting details are used though they do not support the conclusion. It works like this: • Christians believe in God. • Muslims believe in God. • Christians are Muslims.

21. For example: • Does this mean that teachers need medication to keep their cool during the school day ?

22. Fear • Our fears are displayed. • Ideas, candidates, or products are shown to put our fears to rest.

23. For example: • If you use Safety Ware it will prevent people from stealing your identity-or will it?

24. How do we make sure we are making informed choices? • Instead of allowing others to sway our decision-making?

25. We make our own choices when… • we read and listen to reliable sources, • we watch for combinations of truths and lies, • we check for hidden messages, • we watch for use of propaganda techniques,

26. MOST IMPORTANTLY, • WE LISTEN TO OUR OWN VOICES!

27. Advertising Methods. • http://www.youtube.com/watch?v=NdLsQcYyAcc&feature=related • While viewing these sample advertisements, record some of the common techniques being used.

28. Time to Practice! • Each table will have a member go and select an ad from the back wall. • Look over the ad and complete the Analyze an Ad worksheet. • Include both your name and your table member’s names as you will receive a grade for your practice analysis.

29. Is Propaganda Always Negative? • People often think of propaganda as something negative, as in a con or a lie. But propaganda really doesn't have anything to do with negative or positive. It's a technique. • The word propaganda refers to any technique that attempts to influence the opinions, emotions, attitudes, or behavior of a group in order to benefit the sponsor.

30. World War II • In a war, when you use propaganda to encourage your own side, this technique is often called reverse propaganda or reverse psychological warfare. If propaganda is negative, then "reverse propaganda" must be positive, right? Nah. No matter what you call it, it's still propaganda, and its purpose is unchanged. The purpose of propaganda is to persuade (in order to benefit the sponsor.) • Read the background article on World War II and propaganda. • http://www.youtube.com/watch?v=D8bCuNiJ-NI