Advertisement Attempt to convince people to buy something or do something (using all types of media-print, billboard, paid announcements)
Good Advertisements • Hook- grab your attention with a memorable slogan, attention grabbing image, or catchy jingle • Clearly presents a concept/main message • Images- uses pictures/video • Words- Vivid persuasive language • Multimedia techniques (such as music) appeal to a specific audience • Supports claims
Audience • Identifies target audience- • age (under 5, 5-7, 8-10, 11-15, 16-20, 21-25, etc., retirement over 55) • male or female • Single/married • Parents • Income level • Uses age appropriate language • Images- Design/color scheme, models
Purpose • Buy product • Buy service • Take action
Appeal • Appeal - in rhetoric, the means of persuasion in an argument. • According to Aristotle, there are three fundamental appeals to convince a person: • Mom, please buy this for me! • reason (logos) I NEED this! • ethics (ethos) It will help me be organized. • emotion (pathos) I’ll love you forever.
Techniques • Endorsements/Testimonial- celebrity or well-known figure of that specialty “recommends the product/service” • Counter-arguments- anticipates and responds to the viewsand possible concerns of audience (political campaigns, cable ads) • Facts- statistics, data, success rate • Repetition- repeating information, slogan, or brand over and over • Bandwagon appeal - a persuasive technique used in media messages that appeals to the “everyone is doing it” mentality.
Techniques • Exaggeration- unrealistic claims about the successfulness of a product or service • Contradiction- refuting the claims of competitor • Misleading statement- leading message without directly lying • Sentimental appeal- image or statements that appeal to emotions • Scare tactic- nearly threatening the consumer • False authority - use of authority instead of evidence