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WARM-UP
Think about your favorite commercial and answer the
following questions.
1. What company is the commercial for?
2. What is the commercial selling?
3. What makes it your favorite commercial?
WHAT DO WRITERS TRY TO PERSUADE US TO DO?
Buy/not buy something Try/ not try something Go/ not go somewhere Stop/start doing something Vote for someone Step to action Believe or stop believing something Think or stop thinking a certain way
HOW ARE THINGS ADVERTISED TO US?
Commercials (TV and Radio) Print Advertisements Billboards On the sides of buses or tops of
taxis Posters
Can you think of any others?
1. WHAT IS BANDWAGON?
Making it seem like EVERYONE ELSE is buying or using a product.
Making you feel like you may be left out if you don’t use this product.
“Everybody is doing it. You should do it too.”
EXAMPLES OF BANDWAGON
http://www.youtube.com/watch?v=bzln22voxVM
http://www.youtube.com/watch?v=EaXOttV2VJ0http://www.youtube.com/watch?v=MWUPMe9I_gQ&feature=related
2. WHAT IS FEAR? Scaring you into buying into an idea or buying a product.
Something bad might happen to you if you don’t buy this product.
EXAMPLES OF FEAR
http://www.youtube.com/watch?v=cwOTJohWark
http://www.youtube.com/watch?v=YOi5FclEh_Q&feature=related
https://www.youtube.com/watch?v=
cMpKDZDjBWM
3. WHAT ARE REWARDS? Giving you something for free if you buy a product.
EX1: Buy one, get one free!
EX2: Sign up for a one year gym membership and get your first three months free.
EX3: If you purchase this now you will get free shipping and handling.
EXAMPLES OF REWARDS
http://www.youtube.com/watch?v=VogjLauTNOk
https://www.youtube.com/watch?v=xOy6KRRp3hg
4. WHAT IS TESTIMONIAL?
When someone speaks about using the product.
When an AD uses a quote by someone about the product.
EX: “Proactive changed my life. I am more confident and happy.”
EX OF TESTIMONIAL
http://www.youtube.com/watch?v=_5KrmhxHxuw
http://www.youtube.com/watch?v=jTe2fiwSzZw
5. WHAT IS TRANSFER?
Using a celebrity OR a person in power to sell something.
EX1: Jennifer Hudson selling a weight loss plan.
EX2: Katy Perry selling Proactive.
EX3: A doctor selling cough medicine.
EXAMPLES OF TRANSFER
http://www.youtube.com/watch?v=FvZFGdcSlQUhttps://www.youtube.com/watch?v=
QxcerxiSD9ohttps://www.youtube.com/watch?v=
PmrTDZy3f2M
6. WHAT IS AN EUPHEMISM?
For Ex: “passed away” instead of “died” “correctional facility” instead of “jail” “letting someone go” instead of “firing them”
A polite expression used in place of words or phrases that otherwise might be considered harsh or unpleasant to
hear.
EXAMPLES OF EUPHEMISM
https://www.youtube.com/watch?v=sxR2MebjM5A
7. WHAT ARE GLITTERING GENERALITIES?
Ex: WONDERFUL OUTSTANDING FOREVER IN LOVE
The use of words that contain good connotations without actually
relaying any significant information.
EXAMPLES OF GLITTERING GENERALITIES
http://www.youtube.com/watch?v=YJ4B6MbVw9U
8. WHAT ARE LOGICAL FALLACIES?
Ex: Because of the possibility of a terrorist hijacking or a mechanical
failure, flying on a plane is too dangerous and should be avoided
altogether.
Ex: Because of the possibility of poisoning of Halloween candy by some people who give it out to trick-or-treaters, communities should ban trick-or-treating.
Definition: refers to the concept of making an error in terms of reasoning.
EXAMPLES OF LOGICAL FALLACIES https://www.youtube.com/watch?v=pem_FwggPsM(only show the first TWO commercial clips in this compilation)
9. WHAT IS NAME-CALLING?Abusive or insulting language
referring to a person or group, a verbal abuse.
EX: Referring to a labor union supporter as anti-business
EX: Calling a Policeman a Pig
EXAMPLES OF NAME-CALLING
https://www.youtube.com/watch?v=WV6mZfR258s
https://www.youtube.com/watch?v=zi9g8HBTABI
10. WHAT IS PLAIN-FOLKS TALK?
Plain folk propaganda tricks people into thinking that a corporation or politician is just like ordinary people. They have noble ideas and goals that will benefit your regular Joe.
EX: if your local governor were to go out to a small college and talk about how he was once taking tests and exams too.
EXAMPLE OF PLAIN-FOLKS TALK
http://www.youtube.com/watch?v=h6E_fYlm54U
http://www.youtube.com/watch?v=pBpx3tV78W
WHAT IS THE “PROMISE” OF AN ADVERTISEMENT (AD)?
Every time you look at an ad it is promising you something. The promise is the benefit you will get as a result of buying into what they are selling.
EXAMPLES: Using this perfume will make you feel like a
princess. Using this cologne will make women fall all
over you. Eating this will make you thin.
WHAT IS A TARGET AUDIENCE?
You cannot properly sell something unless you know who you want to sell it to.
A target audience is the SPECIFIC group you are targeting your product/idea towards.
EXAMPLES OF TARGET AUDIENCE
Females between 13-18 Males between 21-28 Teachers Men and women senior citizens