Persuasion in Advertising Project:
The “People’s Choice Award” Challenge
Scenario:
Students in Mrs. Milton’s 521 English class will be part of an advertising challenge that will
see teams choose, present, explain, and analyse for their peers what they feel to be “The
Best Advertisement of All Time.” A tangible prize (yet to be determined) will be awarded
to the team whose chosen advertisement gets the most “People’s Choice” votes. Each
student will be granted 1 vote. Criteria for judging is left up to the discretion of the voter:
perhaps the ad is funny, heart-warming, intriguing, inspirational…vote for whatever
appeals the most to you.
Your Task:
Choose a print or commercial advertisement that appeals to your group and create a slide
show presentation in which you de-construct and analyze the ad for your peers. Your
presentation will be in the form of an advertising “pitch”: you are trying to convince your
audience to vote for your commercial as the one which is most persuasive.
Note:
Considering the given setting of the school classroom, only school-appropriate
advertisements/ product endorsements may be used. When in doubt, let me check it out!
Required Components:

Introduction: Show the ad (insert hyperlink into slide show). Describe the advertisement and
the product/company, and explain why you chose it.

Describe the target audience of the advertisement you have chosen.
-List at least 3 demographic characteristics (see handout).
-Explain why you think the advertiser has targeted this group, and HOW they do so.

Identify at least 2 specific advertising techniques that are used. (see handout)
-Describe how and why the specific techniques are used.
-Be sure to support your answers with detailed information about the ad.

Evaluate the effectiveness of the ad.
-Is the message an opinion or does it present accurate factual information?
-How clearly is the message communicated?
-Is the message misleading? How do you know?
-Does the ad reflect any of society’s stereotypes?
- Do you think this advertisement is effective at gaining the attention of the target audience?
Why?
- Do you think consumers who watch the advertisement are likely to buy this product rather
than another brand? Why?
(Be sure to support your answers with detailed information about the advertisement).

Conclusion: one final plea for the audience’s vote! Why should people vote for this ad?
Suggested online resources:
http://www.superbowl-commercials.org/
http://bestadsever.com/
http://youtube.com
SAS INPUT/Evaluation:
Viewing
/ 20
Writing & Representing
/ 10 Speaking & Listening
/10
Curriculum Outcome: evaluate
purpose, structure, and
characteristics of a variety of
texts (ie. multi-media)
Curriculum Outcome: Create
texts collaboratively using a
variety of forms for a range of
audiences and purposes.
Curriculum Outcome: Justify
understanding of a text through
effective communication.
Achievement Indicators:
Students effectively analyzes the
purpose, target audience,
advertising techniques, and
overall effectiveness of the
chosen advertisement.
Achievement Indicators:
Slide show is visually appealing,
clear, and concise. No spelling or
grammatical errors present; very
polished and professional.
Achievement Indicators:
Presenter speaks with confidence
and poise, with strong voice
projection and frequent eye
contact. Presentation is
convincing and persuasive.
Techniques of Persuasion in Advertising
Stacking: list of reasons why the product or service is good
Repetition: makes product or service familiar to consumer
Slogan: identifies product or service with an idea
Logo: identifies product or service with a symbol
Snob Appeal: associates product or service with a personality or lifestyle
Cause and Effect: use this product or service and your problems will disappear
Emotional Appeal: uses emotion to sell a product or service (pity, fear, patriotism, happiness,
etc.)
Price Appeal: consumers will be getting something extra for less money
Testimonial: someone endorses the product
Sex Appeal: the product will enhance you sexual attractiveness.
Bandwagon: uses peer pressure to influence the consumer. If everyone else is doing it so
should you.
Confusion: gains the consumers attention by confusing them, and then retains the attention as
the consumer tries to figure out the message.
Technical Jargon: uses technical words to impress the consumer
Transfer: associates the product with words or ideas that may or may not be related to the
product. The association seeks to transfer certain qualities to the product.
Name Calling: the advertiser compares its product or service to the competition in a way that
is favorable to the advertiser.
Plain Folks: the advertiser tries to identify its product with common people just like you.
Glittering Generality: the viewer is given a general feeling about the product, but not much
else.
Demographics: Knowing the Target Audience
Advertisers use audience research to find out what kinds of people buy their products. This is
called a demographic profile. They use this information to create advertising that will influence
these people specifically. This specific group is called a target audience. Here are some of the
most common characteristics that are included in a demographic profile.

Sex/Age/Race

Marital Status/ Sexual Orientation

Level of Education

Employment Status/Industry/Occupation

Primary Language in Household

Language Preferred

Household Size/Income

Number of Adults in Household

Presence of Children by Age

Home Ownership/Market Value

Tenure in Current Residence

Geographical region