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Writing Persuasive Media Copy
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Writing Persuasive Media Copy

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  1. Writing Persuasive Media Copy Developing and writing Commercials, Promotions, and Announcements

  2. Persuasion • Persuasion is a type of communication that interests many people • advertiser • political candidates and parties • public organizations such as public health organizations or MADD • religious organizations

  3. Spot Lengths • Generally 30 seconds or 60 seconds • Estimating time by words • “dime” spot -20 to 25 words “wall to wall” • 30 second spot -70 to 80 words “wall to wall” • split 30 -two 15 second spots • 60 second -135-145 “wall to wall”

  4. Persuasive Spots • Commercial Spots • The Public Service Announcement -PSA • Promo or promotional • Station ID • You are listening to W-U-A-G, one-oh-three point one, Greensboro.

  5. Persuasive Strategies

  6. Demographics age, gender, economic level, political orientation, occupation, education, ethnicity, geographical location Psychographics lifestyles, interests, attitudes, beliefs Audience Analysis

  7. Audience Analysis • Affirmative audience • Dissident audience • Skeptical audience • Apathetic audience

  8. Creativity • Creative people will make unlikely combinations to make a point or draw attention • The same is true of copywriters

  9. Persuasive Creativity • Writers for Trigon Blue Cross designed this spot for television, but the spot found its way to the internet, where it is passed around because it is so cute. What a tribute to its creators. • Notice how two unlikely things are paired: • A little boy talking about a movie • And health care Windows Media Mac QuickTime

  10. Rational and Emotional Appeals Understanding human motivation

  11. Logical Appeals persuasion based on facts or product claims product or service fills practical needs economy safety performance maintenance Logical and Emotional Appeals

  12. Logical and Emotional Appeals • Emotional Appeals • appeals to emotional needs such as power or prestige • sex appeal • patriotism • family values • peer acceptance

  13. Appeals and Needs • Advertisers construct the persuasive appeals of commercial messages based on their perceptions of audience needs.

  14. Human Needs • Abraham Maslow established the theory of a hierarchy of human needs, believing that human beings are motivated to action by unsatisfied needs.

  15. Maslowe’s Hierarchy • Certain lower needs must be realized before higher needs can be satisfied, just as a person must cross lower stairs in order to reach the top step.

  16. Abraham Maslow • According to Maslow, there are general types of needs (physiological, safety, love, and esteem) that must be satisfied before a person can reach self-actualization (and act unselfishly).

  17. Satisfying Needs • Satisfying needs is healthy, blocking gratification of needs can makes us sick or evil. We are all "needs junkies" with cravings that must be satisfied and should be satisfied. Else, we become sick and dysfunctional.

  18. Physiological Needs • Most Basic • Air • Water • Food • Sleep • Clothing • Shelter

  19. Safety Needs • Establishing stability and consistency in a chaotic world • Safety can be Psychological • Safety needs can motivate religious belief –religion can comfort with the promise of a secure place after we die and leave the insecurity of this world

  20. Love Needs • Human beings have a desire to belong to groups, clubs, families, couples • We need nonsexual love -- to be accepted and appreciated by others • We need friends

  21. Self Esteem Competence and mastery of tasks Peer Esteem Attention and recognition from others for our competencies Can be related to desire for power Esteem Needs

  22. Self-Actualization • The desire to reach the fullest self potential • Seek knowledge, inner peace, aesthetic experiences, oneness with God, etc.

  23. Audiences and Attitudes • Need Driven Audiences 1. Survivors rooted in poverty 2. Sustainers fortunes drastically ebb and flow with the state of the economy

  24. Outer-Directed Audiences Belongers–largest and least wealthy-- being accepted is extremely important to this group --tend to prefer heritage brands Emulators–want to be accepted, noticed and envied-will sacrifice economy and maintenance for looks Achievers–have acquired success and economic status but continue to push for more social prizes

  25. Inner-Directed Audiences • I-Am-Me Audience –group in transition –unpredictable • Experientials –securely inner-directed, concerned with self expression and personal goals • Socially conscious – personal needs defined by social responsibility

  26. Integrated Audience • Making up no more than two percent of the population, this group is so self-assured they can combine both inner and outer directed values in their preferences without self- contradiction.

  27. Logical Appeals • Advertising appeals to needs at the basic and middle rungs of the hierarchy of human needs. • Appeals to physiological needs • Safety needs • Needs for community or belonging • Tend to involve claims of fact

  28. SIMPLE Logical Appeals • S afety • Indulgence • M aintenance • P erformance • L ooks • E conomy

  29. Safety • Listeners and viewers want to know if a product will make them sick, ruin their plumbing or injure the psyches of their children • Consumer and industry action groups have caused the advertising of tobacco to be banned for safety reasons • Advertisers appealing to safety assure consumers that their product is safe to use

  30. Indulgence Traveling first class may be an indulgence –more expensive than economy- but may also make someone traveling for business more productive –arriving rested and ready to work.

  31. Maintenance • Some things involve more upkeep from the consumer than others • A product that is useful for a long time or a service with long term benefits may overcome a higher sticker price • A product that must be replaced, fixed or repaired often may not command as high a value.

  32. Performance • Will the product or service function in the way the consumer expects? • Does it meet a consumer’s need?

  33. Looks • Often considered an emotional attraction –the least rational • Evaluates on how appealing something is to the eye • For example, it is rationally important that paint look good –its primary function is visual.

  34. Economy • Deals directly with costs • If something is expensive, is it worth what you pay for? • Is an activity wasteful?

  35. Rational Appeal: Supercuts

  36. Rational Appeal: Supercuts

  37. Rational Appeal: Supercuts

  38. Rational Appeal: Supercuts

  39. Rational Appeal: Supercuts

  40. Rational Appeal: Supercuts

  41. Rational Appeal: Supercuts

  42. Rational Appeal: Supercuts

  43. Rational Appeal: Supercuts

  44. Emotional Appeals • Deal with needs on the middle to upper rungs of the hierarchy. • Human desire for amusement and pleasure.

  45. Emotional Appeals • PLEASURE • P eople Interest • L aughter • E nlightenment • A llurement • S ensation • U niqueness • R ivalry • E steem

  46. Emotional Appeals • People Interest –nosiness, human curiosity about others • Laughter –human enjoyment of humor • Enlightenment –need for information • Allurement –sex appeal • Sensation –senses --sight, sound, taste, smell, touch • Uniqueness -novelty • Rivalry –the drama of conflict • Esteem –snob appeal

  47. Emotional Appeal: Fruit of the Loom

  48. Emotional Appeal: Fruit of the Loom

  49. Emotional Appeal: Fruit of the Loom

  50. Emotional Appeal: Fruit of the Loom