Examing Ads & Reviewing Appeals. Journal Think about advertising appeals you have learned previously as well as examples from everyday life and respond.

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Presentation transcript:

Examing Ads & Reviewing Appeals

Journal Think about advertising appeals you have learned previously as well as examples from everyday life and respond to how you think these appeals affect your peers reading habits.

Bandwagon Advertisers make it seem as if everyone is buying this product, so you better buy it too: “The best car of the year is here.... All your friends and neighbors are driving one....” This technique makes you feel left out if you are not buying the product.

Avant-garde This technique is almost the reverse of bandwagon: It makes the product seem so new and so cool that you will be the first on the block to have it.

Testimonials Advertisers use celebrities or just regular people to endorse the product. Pay close attention; sometimes the celebrity doesn’t even actually say that he or she uses the product.

Facts and Figures Statistics, percentages, and numbers are used to convince you that this product is better or more effective than another product. Be aware of what the numbers are actually saying. What does “30 percent more effective than the leading brand” really mean?

Transfer This is a rather complicated technique for persuasion. To recognize it, you really need to pay attention to the background of the ad or to the story of the commercial. This technique gets you to associate the good feelings shown in the ad with the product itself. Then the good feelings transfer to you when you buy the product. A commercial that shows a group of people having a lot of fun while drinking a certain brand of soft drink wants you to believe that you will be a part of fun groups if you buy that brand of soft drink too.