1. How does the media convince us of things?
Media Strategies
How does the media convince us of things?

3. Media Strategies – Coca Cola
1971
1980s
1990s
2014

4. 1. Bandwagon
Bandwagon is an appeal to the subject to follow the crowd, to join in because others are doing so as well. “Everyone else is doing it…”

5. Bandwagon = propaganda

6. 2. Cartoons or cute characters
Why does this strategy work?

7. 3. Celebrity Endorsement
Nikon Aston Kutcher
Pepsi Michael Jackson
Honda Bruce Willis

8. Got Milk Campaign

9. 4. Emotional Appeal
This Driver Safety ad Is an example And this one by Sally Struthers

10. 5. Facts and Figures
The media use facts and figures in order to show credibility.
They convince you of something by showing you data.
However, the data can be misleading or can exclude important information.

11. 6. Gender or Sex Appeal Why does this appeal to people?
How does it appeal to men? To women?
Are there differences in how both genders react to advertisements?

12. 7. Name calling
Usually found in political ads, name calling is intended to discredit an opponent.

13. Graphic Cigarette Warnings Evoke Important Emotions

14. Vying for the Buying: Apply versus Samsung
Samsung S3

15. 8. Plain folks
Why would people want to be considered “simple folk”?

16. 9. Shock Appeal
Advertisements with shock appeal deliberately startle and offend its audience by violating norms for social values and personal ideals.
Shock advertising is designed to break through the advertising “clutter” to capture attention and create buzz.

17. 10. Snob Appeal
Some companies brand themselves as only being for rich people. Why do you think this is?

18. 11. Testimonials
Testimonials are statements written or spoken by consumers of products. They back up companies’ claims that their products work or are of high quality.
Think infomercials or exercise programs
Sometimes testimonials are made
to discourage the use of a product.