Media Literacy Notes

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Media Literacy Notes

• Persuasive Techniques
• Used in Advertising

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All advertisements have the following
Basic Message
what the ad makes you think or feel about the
product
Visual Images
the primary things you see when you look at the
ad (pics, colors, font, etc)
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10 persuasive techniques

• We will be analyzing ads (both print and
  commercials) to identify the following techniques
  and how they are used to get us to buy products.

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Bandwagon
Appeal to be like everyone else. You can be part
of the in crowd by using the product or you can
be left behind if you do not use the
product Everybodys doing it
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Physical Attraction
Attractive and/or ideal people are used to
advertise products.
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Celebrity Attraction
Famous people (movie stars, athletes, musicians,
etc.) are used to sell products.
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Testimonial
A person is quoted, endorsing the product.
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Slogans/Catchy words
A slogan is a phrase or sentence that is
identified with a certain product. Slogans often
contain catchy words to grab the consumers
attention. McDonalds- Im Lovin It
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Product Comparison
The advertised product is compared to a similar
product proving that the advertised product is
better.
10
Repetition
Words, images, or ideas are repeated over and
over for emphasis. Sometimes this is within one
ad or sometimes different ads for the same
product repeat certain elements.
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______
Tricks used to make you pay attention to the ad.
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Positive Appeal
Shows the good things that will happen if you use
the product.
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Negative Appeal
Shows the bad things that will happen if you
DONT use the product.
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The AD IT UP method

• Leave 2-3 lines between each letter.
• A
• D
• I
• T
• U
• P

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A

• Author
• Who created this message?
• Include the product being sold as well as the
  company in charge (sometimes these are different)

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D

• Directed Toward
• Who is the audience for the ad?
• How do you know this? OR What makes you think
  this?

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I

• Ideas
• What ideas and emotions does this ad connect to
  the product?
• How do you feel when you look at it? Why do you
  feel that?

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T

• Techniques
• What techniques are used to attract your
  attention and/or sell this product?
• Think about the persuasive techniques we just
  discussed (bandwagon, negative appeal, gimmicks,
  etc)
• Be sure to explain how this technique is
  demonstrated in the ad
• Include whether or not you think it is effective
  in selling this product

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U

• Unsaid
• What is NOT said in this ad?
• Why might this info be important?
• What might the company in charge be implying?
• How do you know this?

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P

• Production
• Is this ad successful? Do you think people would
  buy it? Why or why not? (Keep target audience in
  mind)
• Changes
• What might you change to improve the ad and why?
  OR
• Why would you keep it the same?

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The AD IT UP Method

• Author
• Directed toward
• Ideas
• Techniques
• Unsaid
• Production