Media Influences Level 2

 Target market  Consumer  Manipulate  Deceptive Vocabulary

 A group of people who are most likely to buy a particular product or service. What are some examples? Target Market

 Consumer- user or purchaser of goods and services  Manipulate-to influence or manage deviously  Deceptive- misleading Vocabulary

Take a second, turn to a partner and come up with as many advertising techniques from Level 1 that you can remember.

 Once a manufacturer and advertiser identify a product’s target market, they then choose an advertising technique that has been proven to work for that group.  The techniques used by advertisers usually include both a stated message (what the ad actually says) and an implied/hidden message (what is implied by either the stated message or by how the ad looks or sounds)

Advertising Techniques  Celebrity Endorsement  Voice of Authority  Scientific Evidence  Comparisons tests and opinions Polls  Demonstration  Bandwagon Appeal  Romance/Sex appeal  Maturity/Sophistication Appeal  Fun/Relaxation Appeal  Popularity Appeal  The “Deal” Appeal  Provide additional examples of ads that fit a particular technique. What is the target market?  Write the technique in the spaces provided in your student guide. Turn to Page 22-23, Identifying Advertising Techniques

Cigarettes and Alcohol Media  Now we will apply the techniques we just reviewed to cigarette and alcohol ads.  Work in pairs to analyze the tobacco and alcohol ads. Record your answers on page  What is the target market?  What gives you that information.  What are the ad’s stated messages?  Are there any implied messages in the ad?  How realistic are these messages?  What techniques are used? How do you know?

 What are the common advertising techniques?  Why do advertisers use these techniques and why do they work?  What would happen if people were knowledgeable about the techniques and how they are used? Discussion Questions

 Ads for cigarettes and alcoholic beverages try to get people to buy their products by creating the false impression that smoking or drinking their product will make their life better and more enjoyable.  Advertisers try to manipulate you into buy these products. Smoking cigarettes or drinking does not make you more popular, successful, masculine or feminine, sophisticated, or grown-up. Points to Make

 Did the ad convince me that I would be a better or happier person or improve myself in some way by using that product?  Do I feel that I would be more attractive if I followed the ad’s advice  Do I feel that if I ignored the ad I will lose status with my friends or that something bad will happen? Resisting Common Advertising Techniques Ask yourself While reviewing Page 27

 The purpose of advertising is to sell products.  Many ads are deceptive in that they try to trick or mislead the consumer  To convince us to buy their products, advertisers use specific methods or techniques that they have found to work  Being aware of these techniques can help protect you from being influence to buy a product you don’t want to do. Keep in Mind

 Take a moment and think of the ads we looked at. Answer the following questions in your notebook: 1.How reliable is the ad? 2.Does it sound too good to be true? 3.What is the purpose of the ad, and what does the advertisers have to gain? Let’s Take Another Look

 The purpose of advertising is to sell products.  Ads are everywhere and in all types of locations  Many ads are deceptive in that they mislead the consumer by focusing on some irrelevant appeal rather than the product itself.  Many advertisers are so effective in manipulating us that they often make us want their products without being aware of the fact that we have been persuaded.  Being aware of advertising techniques can help us to resist ad pressures.  Advertising techniques apply to all media. When we understand a technique, we can make an informed decision about whether a product is right for us. Summary