2. Appeals to a persons sense of wanting to belong. Everybody is saving money with Geico. Why aren’t you? Everybody is saving money with Geico. Why aren’t you? None of my other math teachers give as many assignments as you do. None of my other math teachers give as many assignments as you do. Problem—By suggesting that others are not doing as many assignments, the student avoids the real question. Is the work important and necessary to prepare students for the next level of mathematics? Problem—By suggesting that others are not doing as many assignments, the student avoids the real question. Is the work important and necessary to prepare students for the next level of mathematics?

3. Appeals to the use of specific words to evoke emotion. Can be both positive and negative L’Oreal – because you’re worth it! L’Oreal – because you’re worth it! Subway- Eat Fresh! Subway- Eat Fresh! The Senator is such a snake in the grass. The Senator is such a snake in the grass..

4. Appeals to the use of a person of power or trust. Michael Jordan wears Nike (and Hanes) Michael Jordan wears Nike (and Hanes) Dr. Smith loves to use his Camry to take long road trips! He even says, “I would rather not drive than drive something other than my Camry!” Dr. Smith loves to use his Camry to take long road trips! He even says, “I would rather not drive than drive something other than my Camry!” Problem: Their knowledge though is often not related to what they are selling. (false authority) Problem: Their knowledge though is often not related to what they are selling. (false authority)

5. Focuses on competitors shortcomings instead of a product or candidates strengths, often using derogatory terms. Calling competitors bad names Does your DSL leave you hanging on the line? Why settle for less? Switch to Comcast high-speed internet. Does your DSL leave you hanging on the line? Why settle for less? Switch to Comcast high-speed internet. Tide is better than any other detergent. Tide is better than any other detergent.

6. Uses ordinary folks to sell the product by claiming to relate to the problems of everyday people. Like a good neighbor, State Farm is there. Like a good neighbor, State Farm is there. Problem- Just because you are presented as an ordinary person, doesn’t mean you understand the problems of the masses. Problem- Just because you are presented as an ordinary person, doesn’t mean you understand the problems of the masses.

7. Uses high class products or names to push you to make a purchase and/or appeals to your sense to be smarter, richer, or in some way, better than average. Choosy mothers choose Jif. Choosy mothers choose Jif. Problem- Is a BMW really better than a Chevy? Problem- Is a BMW really better than a Chevy?

8. Appeals to the use of a statistics even though they may be used improperly. 9 out of 10 dentists recommend it Colgate 9 out of 10 dentists recommend it Colgate If 85% of students pass English then we must be doing something right. If 85% of students pass English then we must be doing something right. Ignoring the fact that 15% of students fail is never good. Ignoring the fact that 15% of students fail is never good.

9. Connects feelings about one item to another through comparison. John Kerry (2004 presidential candidate) is a freak/monster John Kerry (2004 presidential candidate) is a freak/monster Problem- You are attaching characteristics with no basis or reason. Problem- You are attaching characteristics with no basis or reason.

10. Get 3 note cards or similar size paper (cut it!) Get 3 note cards or similar size paper (cut it!) Identify 3 slogans or advertisements as you go through your day: on radio, billboard, TV… Identify 3 slogans or advertisements as you go through your day: on radio, billboard, TV… SIDE 1: write out the slogan and/or description of the advertisement with the name of the company/product SIDE 1: write out the slogan and/or description of the advertisement with the name of the company/product “Choosy moms choose Jif” Jif peanut butter “Choosy moms choose Jif” Jif peanut butter  SIDE 2: write the device(s) used snob appeal (loaded words] snob appeal (loaded words]  Loaded Words can NOT be used as a primary device – ALL ads use them, so find 3 DIFFERENT devices [do NOT repeat the focus device]

11. Use at least one of the persuasive devices we’ve talked about and do the following: Use at least one of the persuasive devices we’ve talked about and do the following: Pick a product. It can be real or made-up Pick a product. It can be real or made-up Think about what kinds of people the product would be sold to determine target audience Think about what kinds of people the product would be sold to determine target audience Think about what kind of persuasive device would help sell the product to those people Think about what kind of persuasive device would help sell the product to those people Create an ad for your product using at least one of the persuasive devices Create an ad for your product using at least one of the persuasive devices -Create a “pitch” to sell your advertising campaign to the producers of your product - Include where your ad will appear (T.V., radio, Internet, magazine…) as well as who is your target audience - Practice presentation skills so you are sure to make good eye contact, use appropriate volume, pronounce words correctly…