1. Persuasive Techniques Used in Advertising
Media Literacy Notes
Persuasive Techniques
Used in Advertising

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

3. 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.

4. “Everybody’s doing it”
Bandwagon
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”

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

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

7. Testimonial
A person is quoted,
endorsing the product.

8. Slogans/Catchy words
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”

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

10. Words, images, or ideas are repeated over and over for emphasis.
Repetition
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.

11. Tricks used to make you pay attention to the ad.
Gimmick
Tricks used to make you pay attention to the ad.

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

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

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

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

16. D Directed Toward Who is the audience for the ad?
How do you know this? OR What makes you think this? (What specifically in the actual AD makes you pick this audience?)

17. 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?

18. 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

19. U Unsaid What is NOT said in this ad?
Why might this info be important?

20. 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?

21. Author The “AD IT UP” Method Directed toward Ideas Techniques Unsaid
Production