Advertising
“Advertising is the ‘wonder’ in
Wonder Bread”
Relevance of Advertising
Anyone
sales?
here planning on going into
– 22 percent of students, majoring in
business in the U.S.
– Largest number of students
8%
in health fields
6% in education
– according to the National Center on
Education Statistics
Advertising
Advertising
(or advertizing) is a form
of marketing communication used to
promote or sell something, usually a
business’ product or service.
In Latin, ad vertere means "to turn
toward".
The purpose of advertising may also
be to reassure employees or
shareholders that a company is viable
or successful.
Relevance Cont…
Advertisements are mini-persuasive
speeches:
– They capture attention.
– Present a case.
– And end memorably.
Recognizing persuasive techniques help
you:
– Present your own effective appeals.
– Listen with greater objectivity.
Relevance cont…
When
do we give speeches to
persuade?
– Try to entice a friend to join a group.
(Extra-Curricular,
Sport, Church)
– Discuss a controversial issue.
– Propose a change.
– Complete an assignment.
– Talk to an employer about a job.
(Interview)
Interviews
Most
important “Persuasive Speech”
The skills leaned in this unit are
applicable to your interview
***Persuasive Language***
You want to use good, strong, convincing,
or memorable language:
1.) Speak directly to the audience, addressing
them as “you” often.
2.) State specific actions listeners should take.
3.) Use words of action; Be direct.
4.) Do not wander, or soft-pedal around what
you want the listeners to do.
5.) Use positive language that repeatedly points
toward solutions.
*Focus on why you’re correct, not why they’re
wrong. #
Techniques of Persuasion
1.
These techniques focus on gaining
credibility, stirring emotion, and using
logic. Don’t be #sheeple!
Ethos
2.
Logos
3.
The way in which the audience perceives the
character and personality of a speaker.
Logical appeal based on reasoning and
evidence.
Pathos
Using the listeners’ personal drives, needs
and desires. #
Techniques…
Ethos
is never changing…People will
only listen to and buy from good
people
– Or people they PERCEIVE as good people.
Pathos
is also never changing…People
always want to know what they get
out of it!
– Persuasive Speeches
– Advertisements, etc.
Techniques…
Logos,
on the other hand does differ
between persuasive speeches, and
advertisements.
– Speeches have to use facts, supportive
details, and need to be backed up.
– Advertisements deal in:
Logical
Fallacies…AKA, Propaganda
Games between wants/needs
End of Advertising
Notes…
What will you sell today?
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