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Title: Side Arrows Background


1
A Review of Advertising RAM
Powerpoint Templates
2
Part I Wording Techniques
Powerpoint Templates
3
Wording Techniques
The following scenario BEST exemplifies which
wording technique?
4
Wording Techniques
The following scenario BEST exemplifies which
wording technique? Dirty Jobs star Mike Rowe
claims Ford trucks are Americas truck.
5
Wording Technique
Answer Endorsement
6
Wording Techniques
The following scenario BEST exemplifies which
wording technique?
7
Wording Techniques
The following scenario BEST exemplifies which
wording technique? Nancy from Denver, Colorado,
is quoted on an advertisment for Swiffer as
saying It makes my job so much easier! Dust and
dirt are picked up in no time flat!
8
Wording Technique
Answer Testimonial
9
Wording Techniques
The following scenario BEST exemplifies which
wording technique?
10
Wording Techniques
The following scenario BEST exemplifies which
wording technique? Teen Spirit deodorant brags
that it eliminates sweat and odor to keep you
fresh.
11
Wording Technique
Answer Water Is Wet (Its deodorant. By
definition, thats its job.)
12
Wording Techniques
The following scenario BEST exemplifies which
wording technique?
13
Wording Techniques
The following scenario BEST exemplifies which
wording technique? Herbal Essence shampoo wants
you to let you hair shine like the sun on the
first day of summer.
14
Wording Technique
Answer Vague Technique (How will it help your
hair do this in ways other products wont? It
doesnt specify.)
15
Wording Techniques
The following scenario BEST exemplifies which
wording technique?
16
Wording Techniques
The following scenario BEST exemplifies which
wording technique? Underneath a picture of a
Five Star notebook, an ad reads Obviously, we
only use the finest paper and of course we
provide you with organizational tools to help you
succeed.
17
Wording Technique
Answer Language of certitude (Obviously and
of course)
18
Wording Techniques
The following scenario BEST exemplifies which
wording technique?
19
Wording Techniques
The following scenario BEST exemplifies which
wording technique? Why use pens like Papermate
that skip or leak ink all over your purse? Trust
Pilot, the only pen sophisticated enough to keep
up with your hectic lifestyle.
20
Wording Technique
Answer Slanting (Makes Papermate seem
incompetant while raising the value of Pilot
despite the fact that no evidence was given.)
21
Wording Techniques
The following scenario BEST exemplifies which
wording technique?
22
Wording Techniques
The following scenario BEST exemplifies which
wording technique? Samsung high definition
televisions claims We provide the quality. You
provide the popcorn. Make it a memorable movie
with Samsung.
23
Wording Technique
Answer Pronouns of Solidarity (Makes consumer
believe we you a team)
24
Wording Techniques
The following scenario BEST exemplifies which
wording technique?
25
Wording Techniques
The following scenario BEST exemplifies which
wording technique? Only Keebler cookies give you
so much more.
26
Wording Technique
Answer Unfinished Technique (More what?)
27
Wording Techniques
The following scenario BEST exemplifies which
wording technique?
28
Wording Techniques
The following scenario BEST exemplifies which
wording technique? Lysol The best brand in
clean there is.
29
Wording Technique
Answer Word Weasel (Doesnt say why its the
best, nor does it compare itself directly to any
other cleaning brands.)
30
Wording Techniques
The following scenario BEST exemplifies which
wording technique?
31
Wording Techniques
The following scenario BEST exemplifies which
wording technique? Keep your color in your hair
30 longer using Suave shampoo than if you use
any other brand.
32
Wording Technique
Answer Scientific/statistical
33
Wording Techniques
The following scenario BEST exemplifies which
wording technique?
34
Wording Techniques
The following scenario BEST exemplifies which
wording technique? Only Huggies has patented
anti-leak technology to save you from the messes
of a leaky diaper.
35
Wording Technique
Answer Were Unique and Different
36
Wording Techniques
The following scenario BEST exemplifies which
wording technique?
37
Wording Techniques
The following scenario BEST exemplifies which
wording technique? We work as hard as you do.
ComEd. Because progress never sleeps.
38
Wording Technique
Answer Compliment the consumer
39
Wording Techniques
The following scenario BEST exemplifies which
wording technique?
40
Wording Techniques
The following scenario BEST exemplifies which
wording technique? Is your grocery store just
too expensive? Then shop at Aldis.
41
Wording Technique
Answer Rhetorical Question (Does anyone ever
think they pay too little for groceries? By
answering, you affirm Aldis.)
42
Wording Techniques
The following scenario BEST exemplifies which
wording technique?
43
Wording Techniques
The following scenario BEST exemplifies which
wording technique? Skippy We know peanut
butter.
44
Wording Technique
Answer Pronouns of Power
45
Part II Persuasive Techniques Appealing to
Consumers Needs
Powerpoint Templates
46
Persuasive Appeals
The following scenario BEST exemplifies which
persuasive appeal?
47
Persuasive Appeals
The following scenario BEST exemplifies which
persuasive appeal? Hungry? Why wait. Grab a
Snickers. Fills you up without holding you down.
48
Persuasive Appeals
Answer Physiological Needs
49
Persuasive Appeals
The following scenario BEST exemplifies which
persuasive appeal?
50
Persuasive Appeals
The following scenario BEST exemplifies which
persuasive appeal? Usain Bolt, the Olympic
Champion track runner, asks, Do you want the
best Internet service? To be faster than
everyone else? Then you need ATT.
51
Persuasive Appeals
Answer Need to Dominate
52
Persuasive Appeals
The following scenario BEST exemplifies which
persuasive appeal?
53
Persuasive Appeals
The following scenario BEST exemplifies which
persuasive appeal? LasVegas.com advertises,
Tired of your same old boring routine at the
office? Then visit the city that never sleeps!
Enter a world of infinite possibilities. The
lights and sounds of opportunity. Only in Las
Vegas.
54
Persuasive Appeals
Answer Need to Escape
55
Persuasive Appeals
The following scenario BEST exemplifies which
persuasive appeal?
56
Persuasive Appeals
The following scenario BEST exemplifies which
persuasive appeal? Give your baby the best baby
food there is, made with the healthiest
ingredients. Make your baby a happy, healthy
Gerber baby.
57
Persuasive Appeals
Answer Need to Nurture
58
Persuasive Appeals
The following scenario BEST exemplifies which
persuasive appeal?
59
Persuasive Appeals
The following scenario BEST exemplifies which
persuasive appeal? Let Monster.com post your
resume for thousands of employers to see. We can
help you land the perfect job to jumpstart your
career. Monster.com. See how far you can go.
60
Persuasive Appeals
Answer Need to Achieve
61
Persuasive Appeals
The following scenario BEST exemplifies which
persuasive appeal?
62
Persuasive Appeals
The following scenario BEST exemplifies which
persuasive appeal? A spoonful of sugar still
makes the medicine go down, but it doesnt have
to. When youre sick, try Tylenol gelcaps with a
new watermelon flavored coating. Let us take
care of you and save Mary Poppins for the
movies.
63
Persuasive Appeals
Answer Need for Guidance
64
Persuasive Appeals
The following scenario BEST exemplifies which
persuasive appeal?
65
Persuasive Appeals
The following scenario BEST exemplifies which
persuasive appeal? Get the look that will have
everyones jaw drop. Shop at Wet Seal today!
66
Persuasive Appeals
Answer Need for Attention
67
Persuasive Appeals
The following scenario BEST exemplifies which
persuasive appeal?
68
Persuasive Appeals
The following scenario BEST exemplifies which
persuasive appeal? A Camel cigarette
advertisement shows a group of people smoking and
laughing as they watch a football game.
69
Persuasive Appeals
Answer Need for Affiliation
70
Persuasive Appeals
The following scenario BEST exemplifies which
persuasive appeal?
71
Persuasive Appeals
The following scenario BEST exemplifies which
persuasive appeal? An advertisement for a
college shows two parents in the background, and
a confident 18-year-old girl walking forward,
smiling and looking determined. The caption
reads, Its time to cut the umbilical cord.
Discover you own path at Drake University.
72
Persuasive Appeals
Answer Need for autonomy
73
Persuasive Appeals
The following scenario BEST exemplifies which
persuasive appeal?
74
Persuasive Appeals
The following scenario BEST exemplifies which
persuasive appeal? A Rolex watch is pictured
with the caption, Limited edition. Only 200
available.
75
Persuasive Appeals
Answer Need for Prominence
76
Persuasive Appeals
The following scenario BEST exemplifies which
persuasive appeal?
77
Persuasive Appeals
The following scenario BEST exemplifies which
persuasive appeal? An advertisement for Kato
Karate advises, When life gets you down, punch
back. 
78
Persuasive Appeals
Answer Need to Aggress
79
Persuasive Appeals
The following scenario BEST exemplifies which
persuasive appeal?
80
Persuasive Appeals
The following scenario BEST exemplifies which
persuasive appeal? Two young 19-year-olds
advertise for Abercrombie and Fitch. No clothing
is visible, and fig tree blocks any sensitive
areas. They gaze at each other.
81
Persuasive Appeals
Answer Need for Sex
82
Persuasive Appeals
The following scenario BEST exemplifies which
persuasive appeal?
83
Persuasive Appeals
The following scenario BEST exemplifies which
persuasive appeal? A real estate advertisement
reads, Your kids are in middle school. Let
them focus on science, not guessing who brought a
knife to school. We can help you find the
perfect home in a good suburban school district.
84
Persuasive Appeals
Answer Need to Feel Safe
85
Persuasive Appeals
The following scenario BEST exemplifies which
persuasive appeal?
86
Persuasive Appeals
The following scenario BEST exemplifies which
persuasive appeal? An advertisement for flight
lessons pictures Superman flying through the air.
The caption reads, Have you ever wondered if
you could fly? We bet you can.
87
Persuasive Appeals
Answer Need to Satisfy Curiosity
88
Part III Image Techniques
Powerpoint Templates
89
Image Analysis
The following is a definition of which image
analysis term?
90
Image Analysis
The following is a definition of which image
analysis term? The practice of using a variety
of different sized objects within an image. For
example, a womans smile larger and the rest of
her body smaller as she advertises for Colgate
Total.
91
Image Analysis
Answer Proportion
92
Image Analysis
The following is a definition of which image
analysis term?
93
Image Analysis
The following is a definition of which image
analysis term? This is the use of signs to carry
a message in a simple picture form. For example,
the donkey represents the Democratic party while
the elephant represents the Republican party.
94
Image Analysis
Answer Symbolism
95
Image Analysis
The following is a definition of which image
analysis term?
96
Image Analysis
The following is a definition of which image
analysis term? Deliberate exaggeration of
particular parts of the images or parts within
the images. For example, an ad for diet pills
might use a cartoon character with an extremely
small waist to visualize how thin the consumer
can be if they buy the product.
97
Image Analysis
Answer Hyperbole
98
Image Analysis
The following is a definition of which image
analysis term?
99
Image Analysis
The following is a definition of which image
analysis term? This could be external (like a
picture frame) or internal (used to separate
elements within the image). For example, a girl
holding a Dr. Pepper is strategically positioned
under an arc, so the consumers eyes naturally
fall on the girl and the can in her hand.
100
Image Analysis
Answer Frame
101
Image Analysis
The following is a definition of which image
analysis term?
102
Image Analysis
The following is a definition of which image
analysis term? This can be used to attract
attention to a certain point in an image or to
create a mood. It can also be used to represent
feelings or emotions. For example, it might
stimulate hunger, anxiety, or a sense of calm.
103
Image Analysis
Answer Color
104
Image Analysis
The following is a definition of which image
analysis term?
105
Image Analysis
The following is a definition of which image
analysis term? This refers to the style that the
words have been written in, not the meaning of
the words themselves. For example, a bridal shop
uses a soft script that looks like calligraphy to
illustrate elegance.
106
Image Analysis
Answer Font/Lettering
107
Image Analysis
The following is a definition of which image
analysis term?
108
Image Analysis
The following is a definition of which image
analysis term? Making part of the photo bright
while another part is shadowed. For example, as
Julius Peppers tackles an opponent in an ad for
Nike shoes, his shoes are the brightest object in
the picture while people in the background are in
the shadows.
109
Image Analysis
Answer Lighting
110
Image Analysis
The following is a definition of which image
analysis term?
111
Image Analysis
The following is a definition of which image
analysis term? These may create straight or
curved edges in a static image. Our eyes often
use these to travel around within an image. For
example, a ballerinas foot is pointed toward the
Art Institute logo and address in the bottom
corner of the picture, drawing the viewers eyes
toward this information.
112
Image Analysis
Answer Lines
113
Image Analysis
The following is a definition of which image
analysis term?
114
Image Analysis
The following is a definition of which image
analysis term? This refers to the way that words
have been used on an image. Look for metaphors,
similes, puns and pronouns. For example, Chevy
Like a rock.
115
Image Analysis
Answer Verbal features
116
Image Analysis
The following is a definition of which image
analysis term?
117
Image Analysis
The following is a definition of which image
analysis term? The way components are put
together on the page is called the layout of an
image. Usually there is a dominant subject that
takes up the majority of the space on the page.
For example, in an advertisement for Air Jordans,
Michael is slam dunking the ball, and he takes up
the majority of the space on the page.
118
Image Analysis
Answer Layout
119
Describe a media literate person.
120
What do you remember about cool hunting? How
does it help our society today? What are the
drawbacks?
121
How does the media portray women?
122
What do you remember about the points made by
Jean Kilbourne in Killing Us Softly? Make a
connection between what she said and an
advertisement youve seen in todays society
portraying women.

123
How are men portrayed in the media? What are
men told about what it means to be masculine in
todays society? What effects does it have on
their behavior as a whole?
124
Deconstruct this ad.
125
Deconstruct this ad.
126
Deconstruct this ad.
127
Deconstruct this ad.
128
Deconstruct this ad.
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