S1 ADVERTISING
UNIT
Promote your
school
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
Advertise your School.
You are required to promote your
school to the community.
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 …..
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
Common persuasive techniques often
used in advertising
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Slogan and Logos
Repetition
Purpose?
Bandwagon
… to get future
Testimonial
students to come
Emotional Appeal
to DCHS
Expert Opinion
Use of Rhetorical Questions
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 ……..?
Snap! Crackle! Pop!
Finger Lickin’ Good
Because You’re Worth it
Just do it
I’m lovin’ it.
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!
Logos
Logos are symbols that a
business or product will use
that is easily recognisable …
Do you recognise these?
Another Persuasive Technique ….
Needs, fears and aspirations
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…a
better education.
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
Repetition:
The name of a product is repeated many times
How could we use Repetition?
Repeat the word “Drummond” to remind people of the school’s name.
e.g.
At Drummond, we care for your child ..
At Drummond, we strive for success ..
At Drummond, we look to the future.
Repeat strong emotional words such as “success”, “achievement”,
“happiness”
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!
Three Part Lists
Use “Three part Lists” to explain why
Drummond is a such a good school
e.g.
Drummond is small, caring and strong!
Our teachers are talented, helpful and kind.
Our Cafeteria is clean, bright and spacious
Bandwagon
A statement suggesting that everyone is using
a specific product, so you should too
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!)
“Come on and join us …. At Drummond Community
High School”
Testimonial
A well-known person supports a
product or service
Sending my children to
Drummond Community
High School next year!
How can we use Testimonials?
Interview or quote “famous” or important
people who have attended Drummond
…. E.g. The Principal!
Teachers
Past students
Current Students
New Students
Rhetorical Questions
Rhetorical questions are questions put to people
... where you do not really want an answer, because the
answer is OBVIOUS!!
… you also want the people to THINK about your
question.
e.g. Do you want fresh breath?
Does your child deserve a good education?
Are small classes and skilled teachers important to you?
Emotional Appeal
Where a person is made to have strong feelings
about a situation or product. E.g. An exstudent may have wonderful memories of
going to this school.
Use images, words that
create strong emotions
of happiness, family,
achievement …
Expert opinion
Experts recommend this product, so you should
use it too.
“Four out of five dentists recommend sugarless
gum”
How can we use Expert Opinion?
Go onto the Drummond homepage on the internet and
find information that shows that:
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Drummond is a small and successful school
Has wonderful supporting teachers
Has high attainment rates (we stay at school)
Has high achievement rates. (we are clever!)
Quick review
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Slogan
Repetition
Bandwagon
Testimonial
Emotional Appeal
Expert Opinion
Three Part Lists
Rhetorical Questions
How could you use these
Persuasive techniques
To promote
Your school????
GOOD LUCK
AND
HAVE FUN!