LESSON

15ACADEMIC VOCABULARY COPY MASTER

Analyzing PersuasiveTechniques in Advertising

PersuasiveTechnique

How It Is Used Intended Effect

Bandwagon Suggests that everyone is usingthe product

• Consumers buy the product becausethey want to fit in.

• Consumers assume that if othersbuy it, the product must be good.

CelebritySpokesperson

Shows a popular celebritypromoting a product

• Consumers transfer their respect oradmiration of the celebrity to theproduct.

• Consumers associate the productwith the celebrity.

EmotionalAppeals

Taps into certain emotions,such as happiness, sadness, orexcitement

• Emotions prompt consumers to feela certain way about a product.

GlitteringGeneralities

Uses vague words—such aspatriotism and freedom—thatbring to mind values peopleagree with; often provides littleor no concrete evidence

• Consumers accept this information,often without questioning why noevidence was given to support theclaim.

Humor Makes the consumer laugh;often gives little informationabout the product

• Consumers remember the ad andthe product.

Individuality Appeals to consumers’ desireto be different from everyoneelse; the opposite of thebandwagon appeal

• Consumers celebrate their ownstyle, or rebel against what othersare doing.

• Consumers think of the product asdifferent, fashionable, or cool.

Purr Words Uses words that have positiveconnotations, such as “tasty,”“fresh,” or “sensational”

• The words make the product seemmore desirable.

• The words appeal to consumers’emotions, rather than their reason.

Repetition Uses specific words, images,or phrases that are stated orshown over and over again

• Consumers remember the phrasesand associate them with theproduct.

Snob Appeal Taps into people’s desire to bespecial or part of an elite group

• Consumers associate being specialor elite with the product, service,or idea.

Standards Lesson Files Book 6: Media and Speaking and Listening 101Grade 8

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LESSON

15STUDENT LESSON SUMMARY COPY MASTER

Analyzing PersuasiveTechniques in Advertising

By recognizing persuasive techniques, you can better understand the effects thesetechniques have on you and make informed decisions about products and ideas.

HERE’S HOW

Strategy 1: Identify the message and audience. Advertisers use certaintechniques to sell their products and ideas. Identifying the message and audience willhelp you think about why the advertisers may have chosen to use specific techniques.Ask yourself:

• What does the ad want consumers to buy or believe? What is the ad’s message?

• Who is the ad targeting? What type of people might this ad appeal to?

Strategy 2: Recognize the persuasive techniques. Advertisers use manytechniques to persuade consumers to buy, do, or believe in something. Ask yourself:

• What are the people in the ad like? Advertisers often choose people who mayresemble the target audience or might be appealing to them.

• Is a celebrity used to endorse the product? Think about why that celebrityspokesperson may have been chosen.

• Does the ad appeal to emotions or logic? Today’s ads don’t always givethe audience any real information about the product. As you examine the ad,consider how the advertisers might want you to feel. Think about how theseemotional appeals may be influencing the way you feel about the product.

• What persuasive language is used? Notice whether purr words are used tomake the product seem more appealing. Also listen for repetition. Consider howthese techniques are intended to affect you.

• Does the ad provide evidence to support any claims? Be aware of glitteringgeneralities.

102 Book 6: Media and Speaking and Listening Standards Lesson FilesGrade 8

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LESSON

15PRACTICE WORKSHEET A COPY MASTER

Analyzing PersuasiveTechniques in Advertising

Directions: Advertisers use many persuasive techniques to enhance their messagesand target a specific audience. Study the ad, and answer the questions.

1. Describe the character in the ad. Based on the character, what can you inferabout the target audience?

2. Examine the slogan. What is the ad’s message?

3. What type of persuasive technique is used?

a. Emotional Appealb. Repetition

c. Individualityd. Purr Words

4. Why might this technique have been chosen to advertise Adidas sportwear to thistarget audience?

104 Book 6: Media and Speaking and Listening Standards Lesson FilesGrade 8

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LESSON

15PRACTICE WORKSHEET B COPY MASTER

Analyzing PersuasiveTechniques in Advertising

Directions:What persuasive techniques do you think advertisers choose to targetpeople your age? Choose a TV show that targets people your age, and record it.Then choose three commercials from that show, and watch them several times. Usethe chart to compare the messages and techniques used to advertise each product.Share your findings with the class.

Product 1 Product 2 Product 3

1. Name of Product

2. Description of Commercial

3. Message

4. Slogan

5. Persuasive Techniques (give evidence to support your answer)

Standards Lesson Files Book 6: Media and Speaking and Listening 105Grade 8

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