Advertising Terminology
and Proposition and
Support language
Opinion
Believe
Agree/Disagree
Justify a position
Reasons
Problem
Explain your reasoning
Based on
Defend your position
Objective:
SWBAT analyze a product for marketing strategies
and support their analysis through a proposition and
support paragraph.
Bubble Map: What I Think I
know

Focus Question: What
tools do marketing
strategists use to sell
their product to an
audience?
What I Think I Know
Bubble Map: What I Need To
Know

Focus Question: What tools do marketing
strategists use to sell their product to an
audience?
What do
I Need Know
Advertising Terminology



Advertising: A paid, mediated form of
communication from an identifiable source
that is designed to persuade the receiver to
take some action, now or in the future.
Artwork: The visual components of an ad or
product
Layout: A drawing that indicates the relative
positions of the elements (e.g., headline,
photo, logo, body copy, etc.) of an ad or
product.
Advertising terms cont.
Target audience/market: Figure out not only who
has a need for your product or service, but also who is
most likely to buy it.
Consider the following:
• Age
• Location
• Gender
• Income level
• Education level
• Marital or family status
• Occupation
• Ethnic background

Packaging:
The wrapping material around a consumer item that
serves to contain, identify, describe, protect,
display, promote and otherwise make the product
marketable and keep it clean
 Publicity: A type of public relations in the form
of a news item or story that conveys information
about a product, service, or idea in the media

How do I explain my reasoning,
justify my position, and defend my
opinion?
Proposition
and Support
Language
Intermediate Level
Helpful Words
Believe
Opinion
Problem
Agree/Disagree
Reasons
For Example
In Fact
Suggests
Solution
Sentence Frames
I believe that _______. I believe this
because _______.
It is my opinion that _______.
There is a problem with _______. The
proof of this problem is _______.
I disagree with _______ because _______.
Early Advance
Helpful Words
States
Argues
Supports
Position
View
Most
Importantly
According to
Proposes
Evidence
Clearly
Sentence Frames
According to _______. _______ is a
serious problem.
In support of this position, _______. I
would argue that
_____________________.
The evidence suggest that
______________.
Advance
Helpful Words
Asserts
Claims
Defends
Persuades
Based On
Ultimately
Apparently
Therefore
Nevertheless
Moreover
Sentence Frames
Nevertheless, the evidence strongly suggest
that ______________.
______________ defends this position by
__________.
Ultimately, we must agree that
_____________.
Additional Frames
Description
For instance, the product ________.
An example of _________ is _________.
The situation can be understood by examining
___________.
Additional Frames
Drawing Conclusions
In sum, the evidence suggest that ________________.
Thus, ________________________________.
After analyzing the features, it can be concluded
that_____________.
Additional Frames
Stating Opinions
I’ve always believed that ________________.
When it comes to ________, most people agree that __
_______.
In discussion about ___________, _______emphasizes
the fact that ________.
Additional Frames
Introducing Sources
As evident in/by ________, there is little doubt that
_______.
The product ________ by/sold by ______,
urges/reveals to/ enables the buyer to
______________.
You try! Use one of the
frames!
Respond to this claim in writing by using a
proposition and support frame on your
handout.
 Claim:
Water is/is not delicious.

Analysis of a Product: Ethos
water
“Helping Children get clean water”
“Natural spring water”
“For every bottle of Ethos water you buy, Starbucks will donate 5 cents to support
humanitarian programs in coffee growing-communities, providing clean, safe water
to those in need.”
Starbucks.com/responsibility
Tree Map: Ethos Water Analysis
“Helping Children get clean water”
Title
Packaging
“Natural spring water”
Ethos
Water
Writing
Layout
“For every bottle of Ethos water you buy, Starbucks will donate 5 cents to
support humanitarian programs in coffee growing-communities, providing clean,
safe water to those in need.”
Starbucks.com/responsibility
How do I summarize?

When you summarize the product, you want
to mention the at least three of the key areas
of product presentation--title, packaging,
writing, layout.
Sample Frame

The product _______sold by/________, urges the
buyer to____________________. For instance, the
product____________________________________
___________________________________________
___________________________________________
___________________________________________
___________________________________________
When it comes to___________________, most people
wouldagree_________________________________
___________________________________________
_______________________________________. In
sum, the product_____________________________
suggests__________________________________.
Prop/Support Frame: 4
sentences

The product Ethos water sold by Starbucks, urges the buyer to
make an ethical choice. For instance, the product is titled
Ethos water, making the reader feel that he/she is making an
ethical choice by buying the water because, as it states on the
bottle, five cents of all sales are donated to “humanitarian
programs in coffee growing-communities, providing clean,
safe water to those in need.” When it comes to helping others,
most people would agree that it should be done, and this way,
the packaging of the product allows one to be ethical on the
go. In sum, the product packaging, title, and writing, suggests
that being ethical can be easy and relatively inexpensive.
TOD: Rip a piece of paper in half
and answer the following
questions



1. What did you learn today about
analyzing a product (you must include 3
examples)?
2. Using one of the Proposition/Support
frames given to you earlier, select a level
to use and identify the that level on your
paper. Then, fill out the frame using
Ethos water as your focus.
3. Pulse Check
Homework





Students will complete for homework on the lefthand side of their interactive notebook:
1. Choose a product from home and analyze it
for the tools use to advertise/sell the product.
2. Create a tree map and focus on Title, Layout,
Writing, Packaging
4. Bring the product into class on Friday for a
modified World Café activity.
We will work on the paragraph frame Thursday.
Did we meet our Objective?

YES OR NO?

Good Luck on the CAHSEE!