2. S1 ADVERTISING UNIT Promote your school

3. 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: 1.Newspaper 2.Radio 3.TV 4.Cinema 5.Internet 6.Word of Mouth

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

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

6. 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 DRUMMOND COMMUNITY HIGH AS THEIR FUTURE HIGH SCHOOL! DCHS

7. Common persuasive techniques often used in advertising Slogan and Logos Repetition Bandwagon Testimonial Emotional Appeal Expert Opinion Use of Rhetoric (special words that persuade) Purpose? … to get future students to come to DCHS

8. 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 ……..?

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

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

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

20. 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. Another Persuasive Technique …. Needs, fears and aspirations

21. How could you use “Guilt” in your advertisement for Drummond? You will need to convince parents that Drummond IS THE BEST POSSIBLE EDUCATIONAL CHOICE FOR THEIR CHILD …. How will you do that? Show that DCHS 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

22. Repetition: The name of a product is repeated many times HEAD ON Apply directly to the forehead

23. How could we use Repetition? Repeat the word “Drummond” to remind people of the school’s name. Repeat strong words such as “success” e.g. Drummond is the school for today, the school for tomorrow and the school for the future. Succeed in class, succeed in life, succeed at Drummond!

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 Drummond … you should too!”  (Otherwise, you’ll feel left out and odd!)

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

27. Sending my children to Drummond Community High School next year!

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

29. Emotional Appeal 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 Give strong emotions Of happiness, family, Achievement …

30. Expert opinion Experts approve this product, so you should use it “Four out of five dentists recommend sugarless gum for their patients who chew gum”

31. How can we use Expert Opinion? Go onto the SQA site and find information that shows that: Drummond is a small and successful school Has wonderful supporting teachers Has high attainment rates (we stay at school) Has high achievement rates.

32. Quick review Slogan Repetition Bandwagon Testimonial Emotional Appeal Expert Opinion How could you use these Persuasive techniques To promote Your school????