ELA 7-McChesney
DIRECTIONS
Persuasive Techniques and Rhetorical Appeals
in Advertising
Activity Learning Goal: Students will understand how their lives are affected by advertising and how to
identify the various persuasive techniques, language, and rhetorical appeals in informational and
argumentative texts.
Guiding Question: What role does advertising play in the lives of youth? What makes advertising
effective?
You will need the following resources:
 Springboard pages 90-91 (text), 94-95 (text), 99-100 (Advertising Techniques) & pg 86 Academic
Vocabulary/Literary Terms
 Cornell Notes on Rhetorical Appeals (B23) & QHT Chart (B22) – Interactive Notebook
 Advertising Decision Matrix/Claim & Evidence (two-sided graphic organizer)
 Folder with various ads to analyze
What you will need to do:

Work in groups to analyze the ads in the folder. Ads are clearly identified for you with letters. You will
choose 4 ads that you can use to complete the Advertising Decision Matrix (Side 1) and Claims &
Evidence Matrix (Side 2). Be sure to identify the ads in the first column on the matrix.
Side 1: Advertising Decision Matrix
 Decide as a group which Persuasive Advertising Technique and Rhetorical Appeal is being used for
each ad. If you disagree with your group, then choose the technique and appeal you feel is correct.
 Place a checkmark under the appropriate column for each ad.
 If you believe that a particular ad has more than one technique/appeal being used, place two checkmarks
under the technique/appeal column that is stronger in the ad and just one checkmark for the
technique/appeal that is weaker. Ex. One ad uses both “bandwagon & avant-garde” techniques but the
ad leans more toward “avant-garde.” Place two checkmarks under “avant-garde” column and only one
checkmark under “bandwagon.” The same applies to rhetorical appeals. Keep in mind that you will
have to provide textual evidence to support your choice.
Side 2: Claim & Evidence
 Identify the product being advertised as well as the target audience. See list below for the target
audiences to choose from. You may choose another target audience that is not listed below.
 Decide what the ad is claiming (Claim) then identify the evidence found in the ad that supports the
claim. If you cannot find any evidence, mark the space on the matrix with N/A.
Common Target Audiences
Men (age 55 and over) Senior citizens (age 65 & over)
Men (age 30-54)
Men (age 20-30)
Teen males (13-19) Tween males (age 10-12)
Children (boys age 6-12) Boys under age 5
Women (age 55 and over) Senior citizens (age 65 & over)
Women (age 30-54)
Women (age 20-30)
Teen females (age 13-19) Tween females (age 10-12)
Children (girls age 6-12) Girls under age 5
Name: ______________________________
ELA 7-McChesney
Investigative Questions
Directions: Respond to the following questions using academic vocabulary and precise language. Write in
complete sentences and keep your written response within the box.
Projective Investigation:
Write an explanatory response below. Choose one of the ads plotted on the Advertising Matrix and predict how
the ad would change if the advertiser targeted a different audience.
Definitional Investigation:
Define the characteristics or important features of an ad that uses the transfer advertising technique and explain
how that persuasive advertising technique is similar to the pathos rhetorical appeal.
According to what you have learned, which persuasive advertising technique is the most effective in
targeting teens ages 13-19 (male and female). Use textual evidence to support your claim.
The persuasive advertising technique that is most effective in targeting teens ages 13-19 is (fill in blank
with chosen technique) because (provide three valid reasons).