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English I Bell Work 6 May 2016

Learn how advertisers influence customers through Ethos, Logos, and Pathos techniques along with examples of Bandwagon, Avant Garde, Testimonials, Facts and Figures, and Transfer. Analyze ads for effective use of persuasive appeals and design.

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English I Bell Work 6 May 2016

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  1. English I Bell Work6 May 2016 On the top of your sheet, answer the following question: How do advertisers try to influence customers?

  2. Persuasive Techniques • Ethos • The author’s “moral competence” (ethics), expertise and knowledge of the subject • Basically, you should listen to the author because s/he has proven s/he knows what s/he is talking about. • For example: your teachers prove their ethos by having a college education. This proves their credibility and expertise in teaching. • Another example: celebrity endorsements What do you think are some ways an author can prove his or her credibility (establish ethos)?

  3. Ethos

  4. Persuasive Techniques • Logos • The logical appeal of the author • The argument makes sense because it is logical and thought-out. • Usually in chronological order (step-by-step) • If you were trying to convince your teacher to give you an extra day on a writing assignment, what logical appeal would you use? Remember…it must make sense to the teacher!

  5. Logos

  6. Persuasive Techniques • Pathos • Appeal to the audience’s emotions • The author tries to make you FEEL something to persuade you. • For example: commercials on TV about adopting abused animals or giving money to a charity

  7. Persuasive Techniques Video http://www.readwritethink.org/classroom-resources/lesson-plans/video/persuasive-techniques-advertising-1166.html

  8. Advertising Techniques - Bandwagon Definition: a device to encourage us to follow the crowd and accept if “everybody is doing it, I should too” Examples: “America’s # 1 best-selling product…” “Join the millions who have succeeded in losing weight with the use of this product.” Question: When you use this technique with your parents, what is their usual response? In other words, what is the age-old saying that parents still use as a comeback for this type of appeal?

  9. https://www.youtube.com/watch?v=9oWla577xsY

  10. Advertising Techniques – Avant Garde Makes the product seem so new and so cool that you will be the first on the block to have it. Only super cool people like you will even know about this product. Suggests that using the product will put the user ahead of the times. Example: A toy manufacturer encourages kids to be the first to have a new toy!

  11. Avant Garde https://www.youtube.com/watch?v=GWnunavN4bQ

  12. Advertising Techniques - Testimonials Definition: an endorsement by a reliable source to persuade or dissuade someone to accept your belief or opinion Example: “That was the best movie I’ve ever seen. You have to see it!” “Don’t go to that restaurant. The food was cold and the service was horrible!”

  13. https://www.youtube.com/watch?v=nrythD3kkoA

  14. Advertising Techniques – Facts and Figures Statistics, percentages, and numbers are used to convince you that this product is better or more effective than another product. Be aware of what the numbers are actually saying. What does “30% more effective than the leading brand” really mean?

  15. Facts and Figures https://www.youtube.com/watch?v=dhEkVakVWFE

  16. Advertising Techniques - Transfer Definition: a device that carries over the authority or prestige of something or someone already respected or revered Example: “WWJD?” “That is so un-American.”

  17. Transfer http://www.ispot.tv/ad/7tM5/walmart-american-jobs

  18. Bell Work 4 April 2013 Please take out your notes from Tuesday and review them. If you were absent on Tuesday, the terms are on pages 71 and page 73 of your SpringBoard book. You also need your SpringBoard book today.

  19. Analyzing Ads For this activity, you and your group will analyze an advertisement. Turn to pages 69-71 of your SpringBoard book. Answer all questions in parts 1, 2, and 3! You do NOT need to respond the writing prompt at the bottom of page 70.

  20. Share! Which advertising and persuasive appeals are used in the ad? Are these used effectively? How does the layout and design contribute to the effectiveness of the ad?

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