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1 On a piece of paper... Write the words to an advertising slogan or jingle that you are familiar with. For example, “Five. Five dollar. Five dollar foot long,” is a jingle for SUBWAY that is often stuck in my head. Are there any slogans or jingles that you know the words to? Do any of them get stuck in your head? Do these jingles cause to you purchase the product? Be prepared to share them with the class. 1
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The next slide has the answers to slogans and products match up. 2
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Read the slogans below. See if you can determine out what products they belong to and write them on a piece of paper. Like a good neighbor… It keeps going and going and going… They’re Greeeeat! Just Do It. Freaky Fast So easy a cave man can do it I’m Lovin’ It. The best part of waking up State Farm Insurance Energizer Frosted Flakes Nike Jimmy Johns Geico McDonalds Folgers
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Types of Persuasion and Persuasive Techniques
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Persuasion is... A means of convincing people: To buy a certain product To believe something or act in a certain way To agree with a point of view
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3 Appeals Logical Ethical Emotional
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1. Logical Appeal Logical appeals include convincing reasons and evidence. Reasons: why the author holds an opinion. Evidence: facts, stats, etc.
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2. Ethical Appeals Authors use these to appeal to our sense of ethics and morals. “What would we do?” situations.
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3. Emotional Appeal These appeals stir feelings such as happiness or anger. Authors use these because they know the power of emotions. Use: loaded language, anecdotes, etc.
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Stop and think Briefly describe a time you were persuaded to do something. Which of the previous appeals: logical, ethical or emotional did the persuader use to persuade you? 10
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Class Sharing – Sub, ask for a few responses to the prompts below Briefly describe a time you were persuaded to do something. Which of the previous appeals: logical, ethical or emotional did the persuader use to persuade you? 11
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Persuasive Techniques Students – write the type of technique and the definition in the blank provided. ex, Bandwagon. Suggesting that “everyone” is doing it (so you should too!)
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1. Bandwagon Suggesting that “everyone” is doing it (so you should too!) Example: “Join the millions of people on the Verizon Network...” http://www.youtube.com/watch?v=70UzgxL3XFo http://www.youtube.com/watch?v=70UzgxL3XFo
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2. Glittering Generalities Making broad, unsupported statements- “all” or “never” ALL teens wear Tommy jeans, OR NEVER leave home without your Motorola cell phone.
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3. Negative Comparison Put down of a similar product to make one seem better Mac / PC http://www.youtube.com/watch?v=C5z0Ia5jDt4 http://www.youtube.com/watch?v=C5z0Ia5jDt4
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4. Parallel Situation Citing similar events or circumstances to suggest the truth of another situation Like the city of Tulsa, Louisville can’t keep a hockey team. Coke vs. Coke Zero. “Taste Infringement”: Coke Zero tastes as good as Coke. http://www.youtube.com/watch?v=5D2fNmsLjfE&feature=related Chrysler Ad compares incorrect negative images of Detroit to incorrect perception of the vehicle. http://www.youtube.com/watch?v=SKL254Y_jtc http://www.youtube.com/watch?v=SKL254Y_jtc
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5. Loaded Language Use of emotionally charged words or language “Death” “Dead-beat Dad” “Hate” “Police Brutality” “Racist”
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6. Fear and Insecurity Appeal to a person’s concern or insecurity If you don’t wear Sure deodorant, you will smell bad. http://www.youtube.com/watch?v=R78WVDQvhrQ (1980s commercial for Sure) http://www.youtube.com/watch?v=R78WVDQvhrQ Not having acne makes you more confident, and Proactive keeps away acne. http://www.youtube.com/watch?v=hyET522rKMA ( Justin Beiber Ad) http://www.youtube.com/watch?v=hyET522rKMA
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7. Plain Folks Appeals to the common, average person Grandpa sitting on the front porch in his rocker drinking Lipton Ice Tea. Folgers Coffee uses simple people by using everyday situations. http://www.youtube.com/watch?v=zZnqBL6iYjA http://www.youtube.com/watch?v=zZnqBL6iYjA In addition to using “Plain Folks” what other persuasive techniques do you see used? http://www.youtube.com/watch?v=ql-N3F1FhW4 http://www.youtube.com/watch?v=ql-N3F1FhW4
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8. Snob Appeal Use of exotic or high class language or pictures A luxury car (BMW) parked in front of a mansion with a pool. “He went to Jared.” Gives the impression that it is the best and most luxurious jeweler.
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9. Exaggerated Situation Overstatements and hyperboles that stretch the truth of a situation Cheerios is the best cereal for your health. Oral B Toothbrushes leave teeth clean, others don’t. http://www.bing.com/videos/search?q=oral+b+electric+toothbrus h+commercial&FORM=HDRSC3#view=detail&mid=A84457149887 3BA27F1DA844571498873BA27F1D http://www.bing.com/videos/search?q=oral+b+electric+toothbrus h+commercial&FORM=HDRSC3#view=detail&mid=A84457149887 3BA27F1DA844571498873BA27F1D Angel Soft Toilet Paper: http://www.youtube.com/watch?v=cYZMlOFU4zMhttp://www.youtube.com/watch?v=cYZMlOFU4zM
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10. Expert Opinion Using an expert’s opinion to make a bold statement of fact. Ex: 4 out of 5 dentists use Crest in their own homes. “Four out of five dentists recommend sugarless gum for their patients who chew gum”
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11. Celebrity Endorsement Use of testimonials from well-known people Wheaties
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12. Sex Appeal Subtle images that appeal to a gender image Paris Hilton in a bikini eating a Hardee’s hamburger.
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13. Humor Use of jokes, play on words or clever pictures Talking baby ad to sell stocks and bonds. Snickers using the elderly actors in a soccer game.
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14. Something for Nothing Promises special deals, discounts or bargains- often too good to be true No interest and no payment until June 2017. Buy one, get one free.
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15. Facts, Science, and Statistics Use of numbers or scientific jargon as statements of fact- which may or may not be true 75% of the people surveyed prefer Pepsi.
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16. Rhetorical Question Asking a question only for the sake of emphasizing and driving home a point, not for getting feedback Aren’t you glad you use Dial? “What did I do wrong” Humane Society. http://www.youtube.com/watch?v=T1Xh-tZrzwk http://www.youtube.com/watch?v=T1Xh-tZrzwk
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Some of Mrs. S’s favorite commercials. Which of the three appeals do they use? Budweiser commerical https://www.youtube.com/watch?v=XWb O-oq6ZPw https://www.youtube.com/watch?v=XWb O-oq6ZPw 29
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i Phone commerical http://www.bing.com/videos/search?q=ip hone+christmas+commercials+2013&FOR M=VIRE1#view=detail&mid=A95561732C BCEE256903A95561732CBCEE256903 http://www.bing.com/videos/search?q=ip hone+christmas+commercials+2013&FOR M=VIRE1#view=detail&mid=A95561732C BCEE256903A95561732CBCEE256903 30
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Insurance Commercial http://www.bing.com/videos/search?q=dir ty+dancing+insurance+commercial&FORM =VIRE1#view=detail&mid=656B82B03D5 900BEE1B6656B82B03D5900BEE1B6 http://www.bing.com/videos/search?q=dir ty+dancing+insurance+commercial&FORM =VIRE1#view=detail&mid=656B82B03D5 900BEE1B6656B82B03D5900BEE1B6 31
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