1. W ARM -UP Think about your favorite commercial and answer the following questions. 1. What company is the commercial for? 2. What is the commercial selling? 3. What makes it your favorite commercial?

2. A DVERTISING & P ERSUASIVE D EVICES How Are We Persuaded to Buy Things?

3. W HAT ARE SYNONYMS FOR THE WORD “ PERSUADE ”? Convince Influence Urge Coax Brainwash?

4. W HAT DO WRITERS TRY TO PERSUADE US TO DO ? Buy/not buy something Try/ not try something Go/ not go somewhere Stop/start doing something Vote for someone Step to action Believe or stop believing something Think or stop thinking a certain way

5. H OW ARE THINGS ADVERTISED TO US ? Commercials (TV and Radio) Print Advertisements Billboards On the sides of buses or tops of taxis Posters Can you think of any others?

6. 1. W HAT IS B ANDWAGON ? Making it seem like EVERYONE ELSE is buying or using a product. Making you feel like you may be left out if you don’t use this product. “Everybody is doing it. You should do it too.”

7. E XAMPLES OF B ANDWAGON http://www.youtube.com/watch?v=bzln22voxVM http://www.youtube.com/watch?v=EaXOtt V2VJ0 http://www.youtube.com/watch?v=MWUPMe9I_gQ &feature=related

8. 2. W HAT IS F EAR ? Scaring you into buying into an idea or buying a product. Something bad might happen to you if you don’t buy this product.

9. E XAMPLES OF F EAR http://www.youtube.com/wa tch?v=cwOTJohWark http://www.youtube.com/wa tch?v=YOi5FclEh_Q&fea ture=related https://www.youtube.com/w atch?v=cMpKDZDjBWM

10. 3. W HAT ARE R EWARDS ? Giving you something for free if you buy a product. EX1: Buy one, get one free! EX2: Sign up for a one year gym membership and get your first three months free. EX3: If you purchase this now you will get free shipping and handling.

11. E XAMPLES OF REWARDS http://www.youtube.com/watch?v=VogjLauTNOk https://www.youtube.com/watch?v=xOy6KRRp3hg

12. 4. W HAT IS T ESTIMONIAL ? When someone speaks about using the product. When an AD uses a quote by someone about the product. EX: “Proactive changed my life. I am more confident and happy.”

13. E X OF T ESTIMONIAL http://www.youtube.com/watch?v=_5KrmhxHxuw http://www.youtube.com/watch?v=jTe2fiwSzZw

14. 5. W HAT IS T RANSFER ? Using a celebrity OR a person in power to sell something. EX1: Jennifer Hudson selling a weight loss plan. EX2: Katy Perry selling Proactive. EX3: A doctor selling cough medicine.

15. E XAMPLES OF TRANSFER http://www.youtube.com/watch?v=FvZFGdcSlQU https://www.youtube.com/watch?v=QxcerxiSD9o https://www.youtube.com/watch?v=PmrTDZy3f2M

16. 6. W HAT IS AN E UPHEMISM ? For Ex: “passed away” instead of “died” “correctional facility” instead of “jail” “letting someone go” instead of “firing them” A polite expression used in place of words or phrases that otherwise might be considered harsh or unpleasant to hear.

17. E XAMPLES OF E UPHEMISM https://www.youtube.com/watch?v=sxR2 MebjM5A

18. 7. W HAT ARE G LITTERING GENERALITIES ? Ex: WONDERFUL OUTSTANDING FOREVER IN LOVE The use of words that contain good connotations without actually relaying any significant information.

19. E XAMPLES OF GLITTERING GENERALITIES http://www.youtube.com/watch? v=YJ4B6MbVw9U

20. 8. W HAT ARE L OGICAL FALLACIES ? Ex: Because of the possibility of a terrorist hijacking or a mechanical failure, flying on a plane is too dangerous and should be avoided altogether. Ex: Because of the possibility of poisoning of Halloween candy by some people who give it out to trick-or-treaters, communities should ban trick-or-treating. Definition: refers to the concept of making an error in terms of reasoning.

21. E XAMPLES OF L OGICAL FALLACIES https://www.youtube.com/watch?v=pem_ FwggPsM (only show the first TWO commercial clips in this compilation)

22. 9. W HAT IS NAME - CALLING ? Abusive or insulting language referring to a person or group, a verbal abuse. EX: Referring to a labor union supporter as anti-business EX: Calling a Policeman a Pig

23. E XAMPLES OF NAME - CALLING https://www.youtube.com/watch?v=WV6 mZfR258s https://www.youtube.com/watch?v=zi9g 8HBTABI

24. 10. W HAT IS P LAIN - FOLKS TALK ? Plain folk propaganda tricks people into thinking that a corporation or politician is just like ordinary people. They have noble ideas and goals that will benefit your regular Joe. EX: if your local governor were to go out to a small college and talk about how he was once taking tests and exams too.

25. E XAMPLE OF PLAIN - FOLKS TALK http://www.youtube.com/watch?v=h 6E_fYlm54U http://www.youtube.com/watch?v=p Bpx3tV78W

26. W HAT IS T HE “ PROMISE ” OF AN ADVERTISEMENT ( AD )? Every time you look at an ad it is promising you something. The promise is the benefit you will get as a result of buying into what they are selling. EXAMPLES: Using this perfume will make you feel like a princess. Using this cologne will make women fall all over you. Eating this will make you thin.

27. W HAT IS A T ARGET AUDIENCE ? You cannot properly sell something unless you know who you want to sell it to. A target audience is the SPECIFIC group you are targeting your product/idea towards. EXAMPLES OF TARGET AUDIENCE Females between 13-18 Males between 21-28 Teachers Men and women senior citizens

28. W RITING G ROUP W ORK You will choose from 2 bags: Bag #1 = product Bag #2 = 2 persuasive devices Your Goal: Your writing group must write a commercial SCRIPT (incorporating ALL group members somehow) that sells your product using BOTH persuasive devices. You will perform this script tomorrow in class.