1. S2 MEDIA UNIT (PERSUASION)
Promote your school

2. What is Advertising?
If you have something you want to promote or sell and you want to draw attention to it , you advertise it.
There are many different types of advertising:
Newspaper
Radio TV
Cinema
Internet
Word of Mouth

3. Advertise your School. You are required to promote your school to the community.

4. LET’S EXPLORE SOME PERSUASIVE ADVERTISING TECHNIQUES …..
YOUR JOB …..
…. IS TO PERSUADE LOCAL PARENTS THAT BROUGHTON HIGH SCHOOL IS THE BEST SCHOOL FOR THEIR CHILDREN TO ATTEND.
HOW DO YOU DO THAT?????
PERSUASION
LET’S EXPLORE SOME PERSUASIVE ADVERTISING TECHNIQUES …..

5. What is persuasion? 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
Or TO CHOSE BROUGHTON HIGH AS THEIR FUTURE HIGH SCHOOL!
DCHS

6. Common persuasive techniques often used in advertising
Slogan and Logos
Repetition
Bandwagon
Testimonial
Emotional Appeal
Expert Opinion
Use of Rhetorical Questions
Purpose?
… to get future students to come to BHS

7. SLOGANS
Slogans are short, catchy phrases used by advertisers to promote a product.
If effective, they remain in the memory long after the campaign has finished
Can you work out these ……..?

8. Snap! Crackle! Pop!
Finger Lickin’ Good
Because You’re Worth it
Just do it
I’m lovin’ it.

9. Broughton High School Slogan????
You will need to think up a short, catchy slogan to promote your school to future students …
Ideas???
Broughton … A school for tomorrow’s leaders.
Broughton… great teachers, great opportunities!

10. Logos
Logos are symbols that a business or product will use that is easily recognisable …
Do you recognise these?

19. Another Persuasive Technique …. Needs, fears and aspirations
Advertisers play on our insecurities and needs. (Think of all the insurance adverts, cosmetic adverts)
They know that people want to:
feel safe
Feel that they belong or are accepted by others
Be part of a relationship, good looking and popular
Secure in old age.
Be good parents ….
Advertisers use LOTS of GUILT on parents “give your child the best possible start in life …. (otherwise you are a REALLY BAD PARENT!!!)
=> Advertisers try to persuade consumers that they can buy a better life…a better education.

20. How could you use “Guilt” in your advertisement for Broughton High?
You will need to convince parents that Broughton High IS THE BEST POSSIBLE EDUCATIONAL CHOICE FOR THEIR CHILD ….
How will you do that?
Show that BHS is safe, small, caring and successful. (photos of happy, smiling students!)
Show colourful photos of the school and students
List School Achievements and Awards
Get Quotes from past and present students
= Convince people that this is the right school for their child

21. Repetition: The name of a product is repeated many times

22. How could we use Repetition?
Repeat the word “Broughton” to remind people of the school’s name.
e.g. At Broughton, we care for your child ..
At Broughton, we strive for success ..
At Broughton, we look to the future.
Repeat strong emotional words such as “success”, “achievement”, “happiness”
e.g. Broughton is the school for today, the school for tomorrow and
the school for the future.
Succeed in class, succeed in life, succeed at Broughton!

23. Three Part Lists
Use “Three part Lists” to explain why Broughton High is a such a good school
e.g.
Broughton is !
Our teachers are talented, helpful and kind.
Our Cafeteria is clean, bright and spacious

24. Bandwagon
A statement suggesting that everyone is using a specific product, so you should too

25. How could we use Bandwagon?
Who are our feeder schools?
Do most of them come to this school?
Use this information to show that “EVERYONE comes to Broughton … you should too!”
(Otherwise, you’ll feel left out and odd!)
“Come on and join us …. At Broughton High School”

26. Testimonial
A well-known person supports a
product or service

27. Sending my children to Broughton High School next year. Are you?

28. How can we use Testimonials?
Interview or quote “famous” or important people who have attended Broughton High
…. E.g. The Principal!
Teachers
Past students
Current Students
New Students

29. Rhetorical Questions Rhetorical questions are questions put to people
... where you do not really want an answer, because the answer is OBVIOUS!!
… you also want the people to THINK about your question.
e.g. Do you want fresh breath?
Does your child deserve a good education?
Are small classes and skilled teachers important to you?

30. Emotional Appeal
Where a person is made to have strong feelings about a situation or product. E.g. An ex-student may have wonderful memories of going to this school.
Use images, words that
create strong emotions
of happiness, family,
achievement …

31. Expert opinion
Experts recommend this product, so you should use it too.
“Four out of five dentists recommend sugarless gum”

32. How can we use Expert Opinion?
Go onto the Broughton homepage on the internet and find information that shows that:
According to Tatler School Guide, Broughton is the #1 Top State School in the country

33. Persuasive techniques
Quick review
Slogan
Repetition
Bandwagon
Testimonial
Emotional Appeal
Expert Opinion
Three Part Lists
Rhetorical Questions
How could you use these
Persuasive techniques
To promote
Your school????