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Where in your daily life do you experience advertising?

Where in your daily life do you experience advertising?. Media surround us – TV, magazines, radio, the Internet, billboards – all packed with advertisements that scream BUY ME ! Advertisers market their products in ways to grab your attention.

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Where in your daily life do you experience advertising?

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  1. Where in your daily life do you experience advertising?

  2. Media surround us – TV, magazines, radio, the Internet, billboards – all packed with advertisements that scream BUY ME! • Advertisers market their products in ways to grab your attention. • They provide appeals and claims that entice you to buy what they are selling.

  3. Just as knowing how to read is a vital skill for making informed decisions in life, so is understanding the media that bombards us. • It is important to understand the tactics that they are using to lure us in.

  4. What is propaganda? • Spreading of information to help or to hurt a cause. • Telling only the side you want people to know. • Propaganda appeals to emotions rather than intellect

  5. Standards Addressed: • ELA12LSV2 The student formulates reasoned judgments about written and oral communication in various media genres. When responding to visual and oral texts and media the student: • a. Identifies and evaluates strategies used by the media to inform, persuade, entertain, and transmit culture • b. Analyzes the impact of the media on the democratic process (i.e., exerting influence on elections, creating images of leaders, shaping attitudes) • c. Identifies and evaluates the effect of media on the production and consumption of personal and societal values • d. Interprets and evaluates the various ways in which local, national, and international events are presented and the ways information is communicated by visual image makers (i.e., graphic artists, documentary filmmakers, illustrators, news photographers) • ELABLRL2 The student identifies, analyzes, and applies knowledge of theme in a work of British and/or Commonwealth literature and provides evidence from the work to support understanding. ELABLRL3 The student deepens understanding of literary works by relating them to their contemporary context.

  6. Advertising Techniques • AVANTE GARDEThe suggestion that using this product puts the user ahead of the times e.g. a toy manufacturer encourages kids to be the first on their block to have a new toy.

  7. Bandwagon • Bandwagon is a form of propaganda that exploits the desire of most people to join the crowd or be on the winning side, and avoid winding up the losing side. Few of us would want to wear nerdy clothes, smell differently from everyone else, or be unpopular. The popularity of a product is important to many people. Even if most of us say we make our own choice when buying something, we often choose well-advertised items -- the popular ones.

  8. Advertising copywriters must be careful with the bandwagon propaganda technique because most of us see ourselves as individuals who think for ourselves. If a bandwagon commercial is too obvious, viewers may reject the product outright.

  9. Facts and figures • Statistics and objective factual information is used to prove the superiority of the product e.g. a car manufacturer quotes the amount of time it takes the car to get from 0 to 100 mph

  10. GlitteringGeneralities • This technique uses appealing words and images to sell. The message this gives, though indirectly, is that if you buy the item, you will be using a wonderful product, and it will change your life. This cosmetic will make you look younger, this car will give you status.

  11. HIDDEN FEARS: The suggestion that this product will protect the user from some danger e.g. a laundry detergent suggests that you will be embarrassed when strangers see "ring around the collar" of your shirts or blouses • MAGIC INGREDIENTS: The suggestion that some almost miraculous discovery makes the product exceptionally effective e.g. a pharmaceutical manufacturer describes a special coating that makes their pain reliever less irritating to the stomach than a competitor's.

  12. PATRIOTISM: The suggestion that purchasing this product shows your love of your country e.g. a company brags about its product being made in America and employing American workers. • PLAIN FOLKS: The suggestion that the product is a practical product of good value for ordinary people e.g. a cereal manufacturer shows an ordinary family sitting down to breakfast and enjoying their product.

  13. SNOB APPEAL: The suggestion that the use of the product makes the customer part of an elite group with a luxurious and glamorous lifestyle e.g. a coffee manufacturer shows people dressed in formal gowns and tuxedos drinking their brand at an art gallery. • TRANSFER: Words and ideas with positive connotations are used to suggest that the positive qualities should be associated with the product and the user e.g. a textile manufacturer wanting people to wear their product to stay cool during the summer shows people wearing fashions made from their cloth at a sunny seaside setting where there is a cool breeze.

  14. TESTIMONIALA famous personality is used to endorse the product e.g. a famous basketball player (Michael Jordan) recommends a particular brand of shoes. Celebrity endorsements are frequent in Super Bowl advertisements.

  15. WIT AND HUMORCustomers are attracted to products that divert the audience by giving viewers a reason to laugh or to be entertained by clever use of visuals or language.

  16. Bandwagon • Facts and Figures • Glittering Generalities • Hidden Fears • Magic Ingredients • Patriotism • Plain Folks • Snob Appeal • Transfer • Testimonial • Wit and Humor • What advertising techniques are being used to sell the product?

  17. Bandwagon • Facts and Figures • Glittering Generalities • Hidden Fears • Magic Ingredients • Patriotism • Plain Folks • Snob Appeal • Transfer • Testimonial • Wit and Humor • What advertising techniques are being used to sell the product?

  18. Bandwagon • Facts and Figures • Glittering Generalities • Hidden Fears • Magic Ingredients • Patriotism • Plain Folks • Snob Appeal • Transfer • Testimonial • Wit and Humor • What advertising techniques are being used to sell the product?

  19. What does this have to do with Brave New World? • Hypnopaedia slogans are very similar to commercial advertising slogans • “I love new clothes, I love new clothes... Ending is better than mending... I’m so glad I’m a Beta... was and will make me ill; I take a gramme and only am”

  20. Why is the propaganda in the text not challenged by most people in the society? • Which characters do question the propaganda and what causes their questioning?

  21. Now, let’s try it for ourselves!  • You may work with a partner  - See your handout… • Find examples of elements of advertising/persuasion by using the magazines provided to cut out and label techniques. You may glue these to the large paper taped on the white board. You may work with one partner, each of you working together to find these examples. Find at least three of the 11 types. • To connect to the literature, complete the Propaganda Department Assignment. Use the paper provided. You may draw pictures or use art from the magazines. Feel free to use the other computer to create this advertisement.

  22. Just for fun … • http://cyco.sulekha.com/blog/post/2006/12/award-winning-advertisements.htm

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