Media Literacy Notes Persuasive Techniques Used in Advertising

All advertisements have the following: what the ad makes you think or feel about the product the primary things you see when you look at the ad (pics, colors, font, etc)

10 persuasive techniques We will be analyzing ads (both print and commercials) to identify the following techniques and how they are used to get us to buy products.

Appeal to be like everyone else. You can be part of the “in” crowd by using the product or you can be left behind if you do not use the product “Everybody’s doing it”

Attractive and/or “ideal” people are used to advertise products.

Famous people (movie stars, athletes, musicians, etc.) are used to sell products.

A person is quoted, endorsing the product.

A slogan is a phrase or sentence that is identified with a certain product. Slogans often contain catchy words to grab the consumer’s attention. McDonalds- “I’m Lovin’ It”

The advertised product is compared to a similar product “proving” that the advertised product is better.

Words, images, or ideas are repeated over and over for emphasis. Sometimes this is within one ad or sometimes different ads for the same product repeat certain elements.

Tricks used to make you pay attention to the ad.

Shows the good things that will happen if you use the product.

Shows the bad things that will happen if you DON’T use the product.

The “AD IT UP” method Leave 2-3 lines between each letter. A D I T U P

A Author – Who created this message? – Include the product being sold as well as the company in charge (sometimes these are different)

D Directed Toward – Who is the audience for the ad? – How do you know this? OR What makes you think this?

I Ideas – What ideas and emotions does this ad connect to the product? – How do you feel when you look at it? Why do you feel that?

T Techniques – What techniques are used to attract your attention and/or “sell” this product? Think about the persuasive techniques we just discussed (bandwagon, negative appeal, gimmicks, etc) – Be sure to explain how this technique is demonstrated in the ad – Include whether or not you think it is effective in selling this product

U Unsaid – What is NOT said in this ad? Why might this info be important? – What might the company in charge be implying? How do you know this?

P Production – Is this ad successful? Do you think people would buy it? Why or why not? (Keep target audience in mind) – Changes What might you change to improve the ad and why? OR Why would you keep it the same?

The “AD IT UP” Method A uthor D irected toward I deas T echniques U nsaid P roduction