Analyze+Advertisements


 * Objective: Students will be able to**
 * analyze "language of persuasion" techniques used to target an audience

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 * Background Information: Language of Persuasion**
 * 1) **Association**: links a product, service, or idea with something already liked or desired by the target audience
 * 2) **Bandwagon**: everyone is using the product
 * 3) **Beautiful People**: good-looking, beautiful people use the product
 * 4) **Bribery**: buy something to get something else, like a discount
 * 5) **Celebrities**: famous people testimonials
 * 6) **Experts**: scientists, doctors, engineers, etc
 * 7) ** Explicit claims **: tell exactly the price, ingredients, etc - and often compared to similar products
 * 8) ** Fear **: if you buy the product a bad situation will not happen (bad breath, car accident, etc.)
 * 9) ** Humor **: humor attracts attention, makes us feel good and feel good about the product.
 * 10) ** Intensity **: many superlatives (greatest, best, etc)
 * 11) ** Plain folks **: A type of testimonial but with "regular person" just like you using the product
 * 12) ** Repetition **: words and sound repeated to become more familiar to viewers
 * 13) ** Warm & Fuzzy **: sentimental images especially of families, kids and animals.


 * Assignment**
 * ** View the Super Bowl 2014 advertisements in the list below. **
 * ** Select one to study in more detail. Provide the URL of the ad. (Each group will do a different ad.) **
 * ** Then answer the questions below about the message in the advertisement on the assigned wiki page **
 * 1) Who created the message?
 * 2) Why is this message being sent? What is your evidence?
 * 3) What is the target audience? What is your evidence?
 * 4) How might different people (of different age groups, religious groups, nationalities, etc.) understand this message differently? What is your evidence?
 * 5) Which language of persuasion is used in the ad? Provide evidence from the ad.
 * 6) Would you buy the product? Why or why not?
 * 7) What creative techniques are used to attract attention of the target audience? (see bullet list below)
 * logo (when and where?
 * lighting? (bright? dark?)
 * camera angles
 * distance of shot (close-up, medium, long shot)
 * number of shots
 * sound track
 * special effects
 * characters (people and/or animals or animated product)
 * celebrities (Why is this celebrity selling or demonstrating or using the product? Do you think they really use it?)
 * costumes
 * setting
 * other?

Links to Superbowl Ads on Youtube
all ads on Huffington Post site
 * Dorito Time Travel
 * Pepsi
 * Microsoft
 * MetLife with Peanuts
 * Radio Shack
 * Coca Cola
 * Volkswagon
 * Chobani yoghurt
 * Ford Fusion

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