“But Wait…There’s More!!!” 7.04 Persuasive Methods Used in Advertising and Sales Kathy Carr Personal Finance Rosman High School

Why Teach on the Power of Advertising? $15 billion is spent on online advertising directed at kids $15 billion is spent on online advertising directed at kids A Harvard University study: A Harvard University study: 1 hour of TV/week=$200 average increase in yearly spending We remember it! We remember it! Source: Dave Ramsey, Foundations in Personal Finance, 2008

Do You Remember These? 1954: “Melts in your mouth, not in your hands.” 1954: “Melts in your mouth, not in your hands.” M&Ms M&Ms 1960s: “It’s the real thing.” 1960s: “It’s the real thing.” Coca Cola Coca Cola 1971: “You deserve a break today.” 1971: “You deserve a break today.” McDonalds McDonalds 1985: “Where’s the beef?” 1985: “Where’s the beef?” Wendy’s Wendy’s

What is the Objective? 7.00 Understand ways to protect personal and family resources 7.00 Understand ways to protect personal and family resources 7.04 Exemplify persuasive methods used in advertising and sales 7.04 Exemplify persuasive methods used in advertising and sales

Essential Question #1: What is the role of advertising? What is the role of advertising? Create a PowerPoint covering: Create a PowerPoint covering: Purpose of advertising Purpose of advertising Forms of advertising – show examples Forms of advertising – show examples Benefits for consumers – ask for class feedback Benefits for consumers – ask for class feedback Drawbacks for consumers – discuss relevant examples, i.e. Pigeon Forge Drawbacks for consumers – discuss relevant examples, i.e. Pigeon Forge Regulation of ads by the FTC – refer back to learning in Obj Regulation of ads by the FTC – refer back to learning in Obj. 2.02

Essential Question #2 What methods of persuasion are used in advertising and sales? What methods of persuasion are used in advertising and sales? Start saving your junk mail! Start saving your junk mail! Show examples of INCENTIVES and PROMOTIONS Show examples of INCENTIVES and PROMOTIONS Discuss PERSONAL SELLING and STORE FACILITIES (a great way to plug other MKT courses) Discuss PERSONAL SELLING and STORE FACILITIES (a great way to plug other MKT courses) Explain/review DECEPTIVE ADVERTISING (some were already covered in 2.02) Explain/review DECEPTIVE ADVERTISING (some were already covered in 2.02)

EQ#2: Advertising Techniques Slogan, jingle: catchy songs, rhymes, phrases used to help consumers remember products Slogan, jingle: catchy songs, rhymes, phrases used to help consumers remember products “There’s an app for that.” “There’s an app for that.”

More Advertising Techniques Logo/brand recognition: graphics or symbols that represent a company, used to identify products Logo/brand recognition: graphics or symbols that represent a company, used to identify products

Advertising Techniques Positive images, beauty appeal: a claim that this product will make you beautiful or like the persons pictured Positive images, beauty appeal: a claim that this product will make you beautiful or like the persons pictured

Testimonial/endorsement: a positive statement made by a person who is endorsing a product or service Testimonial/endorsement: a positive statement made by a person who is endorsing a product or service Advertising Techniques

Escape: associating products with beautiful, adventurous settings to create the illusion of escape for viewers Escape: associating products with beautiful, adventurous settings to create the illusion of escape for viewers Advertising Techniques

Lifestyle: Associating a product with a desirable style of living Lifestyle: Associating a product with a desirable style of living

Advertising Techniques Bandwagon: attempting to convince consumers that everyone is using the product Bandwagon: attempting to convince consumers that everyone is using the product

Advertising Techniques Rebel: associating products with behaviors that contradict societal norms Rebel: associating products with behaviors that contradict societal norms Group identification: If you use this product, you will fit in with this group. Group identification: If you use this product, you will fit in with this group. Trendsetter: if you use this product, you will stand out from the crowd. Trendsetter: if you use this product, you will stand out from the crowd.

Unfinished comparison: claiming a product “works better”…better than what? Unfinished comparison: claiming a product “works better”…better than what? “With Texarcon you get more miles per gallon.” “With Texarcon you get more miles per gallon.” Advertising Techniques

Hidden fears: strategy playing on the fears of consumers Hidden fears: strategy playing on the fears of consumers Advertising Techniques

Before-and-after: “before” and “after” pictures show results of a product or treatment Before-and-after: “before” and “after” pictures show results of a product or treatment Advertising Techniques

Traditional values: trying to associate with home and family Traditional values: trying to associate with home and family Advertising Techniques

Puffery: exaggerated claims intended to increase a product’s reputation or appeal Puffery: exaggerated claims intended to increase a product’s reputation or appeal Advertising Techniques

7.04 EXEMPLIFY Persuasive Methods Use the Optic Strategy Use the Optic Strategy OPTIC: OPTIC is an organized approach for teaching students how to read visual or graphic text closely. OPTIC As noted in How to Study in College (2001) by Walter Pauk, the five letters in the word OPTIC provide a mnemonic device to remember the five key elements in analyzing a visual. As noted in How to Study in College (2001) by Walter Pauk, the five letters in the word OPTIC provide a mnemonic device to remember the five key elements in analyzing a visual. Source:

O is for Overview Conduct a brief overview of the main subject of the visual. Conduct a brief overview of the main subject of the visual. What do you first see? What do you first see? What is the ad for? What is the ad for?

P is for Parts Scrutinize the parts of the visual. Scrutinize the parts of the visual. Note any elements or details that seem important Note any elements or details that seem important Pictures Pictures Colors Colors Copy (the words in the ad) Copy (the words in the ad) Emotion Emotion

T is for Title Read the title of caption of the visual (if present) for added information. Read the title of caption of the visual (if present) for added information.

I is for Interrelationships Use the words in the title or caption and the individual parts of the visual to determine connections and relationships within the graphic. Use the words in the title or caption and the individual parts of the visual to determine connections and relationships within the graphic. Predict what will happen if you buy this product Predict what will happen if you buy this product If I buy/use this product, then ______ will happen. If I buy/use this product, then ______ will happen.

C is for Conclusion Draw a conclusion about the meaning of the visual as a whole. Draw a conclusion about the meaning of the visual as a whole. Are you motivated to buy? Are you motivated to buy?

Student Reflection Which advertising technique is being used? Which advertising technique is being used? Did the ad provide factual information? Did the ad provide factual information? Which elements of this advertisement appeal to you? Which elements of this advertisement appeal to you? How is the ad trying to play on your emotions, fears, or dreams? How is the ad trying to play on your emotions, fears, or dreams? What does the fine print (if any) say? What does the fine print (if any) say? If the ad made specific claims, how can you research them to find out if they’re accurate? If the ad made specific claims, how can you research them to find out if they’re accurate? Source: Consumer Education & Economics: Teacher Resource Guide, Glencoe/McGraw-Hill, 2003.

Other Activity Ideas Use the worksheet as a rough draft for an essay Use the worksheet as a rough draft for an essay Create a matching game using Elements test questions Create a matching game using Elements test questions Have students create their own advertisement or commercial Have students create their own advertisement or commercial “The Persuaders.” FRONTLINE, PBS, Nov. 9, 2004 “The Persuaders.” FRONTLINE, PBS, Nov. 9, 2004

Works Cited Ramsey, Dave. Foundations in Personal Finance. Brentwood, TN: Lampo Press, “Lighthouse Initiative for Texas Classrooms.” tealighthouse.org. Web Consumer Education & Economics: Teacher Resource Guide. New York, NT: Glencoe/McGraw-Hill, Print.

3.01 Strategies to Achieve Lifestyle Goals (5 days) Career Journal Entry Career Journal Entry 3.01B PPT 3.01B PPT FEFE Career Development Unit FEFE Career Development Unit Personality Mosaic Test, Scoring and Career Options Mosaic Personality Mosaic Test, Scoring and Career Options Mosaic Career Interest (Work Activity) Inventory Career Interest (Work Activity) Inventory

3.01 Outline, cont. FEFE Investment in Yourself Unit FEFE Investment in Yourself Unit PPT and colored card game PPT and colored card game Notetaking Guide Notetaking Guide Traits of Successful Workers handout Traits of Successful Workers handout Earning Power worksheet Earning Power worksheet Collegeboard.com Webquest Collegeboard.com Webquest Elements Test Questions Elements Test Questions

Questions?