Attempt to convince people to buy something or do something
(using all types of media-print, billboard, paid
announcements)AdvertisementGood AdvertisementsHook- grab your
attention with a memorable slogan, attention grabbing image, or
catchy jingleClearly presents a concept/main messageImages- uses
pictures/videoWords- Vivid persuasive languageMultimedia techniques
(such as music) appeal to a specific audienceSupports claims
AudienceIdentifies target audience- age (under 5, 5-7, 8-10,
11-15, 16-20, 21-25, etc., retirement over 55) male or
femaleSingle/marriedParentsIncome levelUses age appropriate
languageImages- Design/color scheme, models
PurposeBuy productBuy serviceTake actionAppealAppeal - in
rhetoric, the means of persuasion in an argument. According to
Aristotle, there are three fundamental appeals to convince a
person: Mom, please buy this for me! reason (logos) I NEED
this!ethics (ethos) It will help me be organized.emotion (pathos)
Ill love you forever.TechniquesEndorsements/Testimonial- celebrity
or well-known figure of that specialty recommends the
product/serviceCounter-arguments- anticipates and responds to the
views and possible concerns of audience (political campaigns, cable
ads)Facts- statistics, data, success rateRepetition- repeating
information, slogan, or brand over and overBandwagon appeal - a
persuasive technique used in media messages that appeals to the
everyone is doing it mentality.TechniquesExaggeration- unrealistic
claims about the successfulness of a product or
serviceContradiction- refuting the claims of competitorMisleading
statement- leading message without directly lyingSentimental
appeal- image or statements that appeal to emotionsScare tactic-
nearly threatening the consumerFalse authority - use of authority
instead of evidence
