LESSON
15
ACADEMIC VOCABULARY
COPY MASTER
Analyzing Persuasive
Techniques in Advertising
Persuasive
Technique
How It Is Used
Intended Effect
Bandwagon
Suggests that everyone is using
the product
•
•
Celebrity
Spokesperson
Shows a popular celebrity
promoting a product
•
Consumers transfer their respect or
admiration of the celebrity to the
product.
Consumers associate the product
with the celebrity.
Emotional
Appeals
Taps into certain emotions,
such as happiness, sadness, or
excitement
•
Emotions prompt consumers to feel
a certain way about a product.
Glittering
Generalities
Uses vague words—such as
patriotism and freedom—that
bring to mind values people
agree with; often provides little
or no concrete evidence
•
Consumers accept this information,
often without questioning why no
evidence was given to support the
claim.
Humor
Makes the consumer laugh;
often gives little information
about the product
•
Consumers remember the ad and
the product.
Individuality
Appeals to consumers’ desire
to be different from everyone
else; the opposite of the
bandwagon appeal
•
Consumers celebrate their own
style, or rebel against what others
are doing.
Consumers think of the product as
different, fashionable, or cool.
Uses words that have positive
connotations, such as “tasty,”
“fresh,” or “sensational”
•
Repetition
Uses specific words, images,
or phrases that are stated or
shown over and over again
•
Consumers remember the phrases
and associate them with the
product.
Snob Appeal
Taps into people’s desire to be
special or part of an elite group
•
Consumers associate being special
or elite with the product, service,
or idea.
Purr Words
Standards Lesson Files
•
•
Media 15
Copyright © McDougal Littell/Houghton Mifflin Company.
•
Consumers buy the product because
they want to fit in.
Consumers assume that if others
buy it, the product must be good.
The words make the product seem
more desirable.
The words appeal to consumers’
emotions, rather than their reason.
Book 6: Media and Speaking and Listening
Grade 8
101
LESSON
15
STUDENT LESSON SUMMARY
COPY MASTER
Analyzing Persuasive
Techniques in Advertising
By recognizing persuasive techniques, you can better understand the effects these
techniques have on you and make informed decisions about products and ideas.
HERE’S HOW
Strategy 1: Identify the message and audience. Advertisers use certain
techniques to sell their products and ideas. Identifying the message and audience will
help you think about why the advertisers may have chosen to use specific techniques.
Ask yourself:
• What does the ad want consumers to buy or believe? What is the ad’s message?
• Who is the ad targeting? What type of people might this ad appeal to?
Media 15
techniques to persuade consumers to buy, do, or believe in something. Ask yourself:
• What are the people in the ad like? Advertisers often choose people who may
resemble the target audience or might be appealing to them.
• Is a celebrity used to endorse the product? Think about why that celebrity
spokesperson may have been chosen.
• Does the ad appeal to emotions or logic? Today’s ads don’t always give
the audience any real information about the product. As you examine the ad,
consider how the advertisers might want you to feel. Think about how these
emotional appeals may be influencing the way you feel about the product.
• What persuasive language is used? Notice whether purr words are used to
make the product seem more appealing. Also listen for repetition. Consider how
these techniques are intended to affect you.
• Does the ad provide evidence to support any claims? Be aware of glittering
generalities.
102
Book 6: Media and Speaking and Listening
Grade 8
Standards Lesson Files
Copyright © McDougal Littell/Houghton Mifflin Company.
Strategy 2: Recognize the persuasive techniques. Advertisers use many
Name
LESSON
15
Date
PRACTICE WORKSHEET A
COPY MASTER
Analyzing Persuasive
Techniques in Advertising
Describe the character in the ad. Based on the character, what can you infer
about the target audience?
2.
Examine the slogan. What is the ad’s message?
3.
What type of persuasive technique is used?
Media 15
1.
Emotional Appeal
b. Repetition
a.
4.
104
Individuality
d. Purr Words
c.
Why might this technique have been chosen to advertise Adidas sportwear to this
target audience?
Book 6: Media and Speaking and Listening
Grade 8
Standards Lesson Files
Copyright © McDougal Littell/Houghton Mifflin Company.
Directions: Advertisers use many persuasive techniques to enhance their messages
and target a specific audience. Study the ad, and answer the questions.
Name
Date
LESSON
15
PRACTICE WORKSHEET B
COPY MASTER
Analyzing Persuasive
Techniques in Advertising
Directions:What persuasive techniques do you think advertisers choose to target
people your age? Choose a TV show that targets people your age, and record it.
Then choose three commercials from that show, and watch them several times. Use
the chart to compare the messages and techniques used to advertise each product.
Share your findings with the class.
Product 1
Product 2
Product 3
1. Name of Product
2. Description of
Commercial
Media 15
Copyright © McDougal Littell/Houghton Mifflin Company.
3. Message
4. Slogan
5. Persuasive Techniques
(give evidence to support
your answer)
Standards Lesson Files
Book 6: Media and Speaking and Listening
Grade 8
105