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

2. 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…”

3. Bandwagon - Examples Coke Faberge Organic Shampoo
Faberge Organic Shampoo

4. 2. Cartoons or cute characters
Why does this strategy work?
What other strategies are evident on this box of cereal?

5. Cartoon/Cute Examples
Dear Kitten
This “cute” creature ???
The Force

6. 3. Celebrity endorsement
Consider the perceptions of the celebrity’s talents and values.
How do these reflect those of the target audience/demographic?

7. Celebrity Endorsement - Examples
Betty White -
Taylor Swift -
Ashton Kutcher –

8. 4. Emotional Appeal Relies heavily on audience’s pathos (pity)
Classic examples include stories that tug at the heart strings (orphaned, hungry, sick children; abandoned or abused animals, etc.)
THIS ad ☹

9. 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, this data can be misleading or can exclude important information.

10. 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?

11. Sex appeal - examples
Sadly, there are WAY too many that are misogynistic in nature. If you want to see them, do a Google search. I won’t perpetuate it here.
Here’s one that’s not misogynistic:

12. Humour
Often used in conjunction with other media strategies, in-your-face humour is considered one of the most effective tools for advertising, as it allows the audience to perceive the advertiser as a company that’s fun and wishes only to bring the consumer joy.

13. 7. Name calling
Usually found in political ads, name calling is intended to discredit an opponent.
PAC Vs. Trump
Conservatives vs. Trudeau

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

15. Plain Folks - Examples Home Hardware Tim Horton’s
Tim Horton’s

16. Simple Solutions Campbell's Soup Commercial – YouTube
Tide Commercial - Talking Stain - Sorry to Keep You Waiting - YouTube

17. Bribery
Slap Chop Commercial - YouTube

18. 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.

19. Shock Appeal - Examples
Life Insurance

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

21. Snob Appeal -Examples
Grey Poupon "Son Of Rolls" 30 Sec Commercial – YouTube
Fancy Feast - YouTube

22. 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

23. Patriotism I Am Canadian Alexander Keith's - Label Peeler - YouTube
Halftime in America: OFFICIAL Chrysler Super Bowl 2012 Commercial – YouTube

24. Transfer Old Spice | The Man Your Man Could Smell Like – YouTube
This is a technique of projecting positive or negative qualities (praise or blame) of a person, entity, object, or value (an individual, group, organization, nation, patriotism, etc.) to another in order to make the second more acceptable or to discredit it.
Old Spice | The Man Your Man Could Smell Like – YouTube