Advertising Smarts

1. Advertising Smarts Media Literacy for Millenials

2. What is “media”? The means of communication to reach or influence people: radio, television, newspapers, magazines, etc.

3. What is a “consumer”? A person who uses goods or services.

4. Sooo… what is “media literacy”? The ability to access, analyze, evaluate, and create media in a variety of forms.

5. Marketing: processes and techniques used to promote and sell products. • Regulate: to make rules to control something. • Deregulate: to remove governmental controls. • Brand Loyalty: tendency of consumers to always buy the same brand. • Materialism: valuing possessions and money over all aspects of one’s life.

6. Commercialism: excessive emphasis on profit. • Age Compression: marketing of items for older children and adults to young children. • Micro-targeting: strategies used to track and analyze specific consumers. • Product Placement: inclusion of a product in a TV program, film, or video game.

7. Consuming Kids: the commercialization of childhood

9. How do you get what you want? It’s a school night, but your favorite band of all time is playing a free show, but it’s not over until 10:00pm. How will you convince your parents to let you go?

10. Aristotle 384 BCE – 322 BCE Rhetoric: The art of speaking or writing effectively

11. Rhetorical Appeals Pathos an appeal to emotions Ethos an appeal to credibility. Logos an appeal to logic.

12. Pathos

13. Ethos

14. Logos

15. Target Marketing • Target Audience: A group of customers that a business aims its advertisements towards. • Demographic: A particular group of the population.

16. Marketing Strategies • Emotional Appeals • Associations • Fear Tactics

17. Emotional Appeals The need… • to be accepted by others • for self-acceptance • for security • for family • for excitement • to be sexy (sex appeal)

18. Associations To be associated with… • wealth / fame • happiness • success • youthfulness / health • excitement / adventure / risk • independence / individuality

19. Fear Tactics Fear of… • death / aging / sickness • bodily embarrassments • failure • poverty • violence • guilt

20. Advertising Techniques • Slogan: A catchy phrase or statement used to sell a product or service. • Repetition: The name of the product is repeated many times. • Bandwagon: Everyone is using a specific product so you should, too.

21. Bandwagon

22. Repetition

23. Slogan

24. Learning Target I can… Identify the advertising techniques slogan, repetition, and bandwagon in magazine advertisements. Mrs. Nite is looking for… 3 examples that predominantly use these advertising techniques.

25. Advertising Techniques • Testimonial: A well-known or famous person supports a product or service. • Expert Opinion: Experts approve of the product so you should use it. • Plain Folk: Suggests that a product is a good, practical product for ordinary people.

26. Expert Opinion

27. Testimonial

28. Plain Folk

29. Learning Target I can… Identify the advertising techniques testimonial, expert opinion, and plain folk in magazine advertisements. Mrs. Nite is looking for… 3 examples that predominantly use these advertising techniques.

30. Advertising Techniques • Snob Appeal: Suggests that the use of a product makes the customer cooler/better than others. • Magic Ingredients: Something is different/special that makes the product better than others. • Weasel Words: Words used to suggest a positive meaning without making a guarantee.

31. Magic Ingredients

32. Weasel Words

33. Weasel Wordsto watch for… • Virtually • Essentially • Clearly • Visibly

34. Snob Appeal

35. Learning Target I can… Identify the advertising techniques snob appeal, magic ingredients, and weasel words in magazine advertisements. Mrs. Nite is looking for… 3 examples that predominantly use these advertising techniques.

36. Advertising Techniques • Facts & Figures: Statistics and factual information used to show that a product is better. • Rewards & Gimmicks: A “trick” used attract consumers.

37. Rewards & Gimmicks

38. Facts & Figures

39. Learning Target I can… Identify the advertising techniques facts & figures, and rewards & gimmicks in magazine advertisements. Mrs. Nite is looking for… 3 examples that predominantly use these advertising techniques.

40. Analyze This! Write your name somewhere on the ad you are given. For each ad (both sides): • Identify the target audience. What demographic are the advertisers targeting? • Identify if the ad is using Pathos, Ethos, or Logos. • Identify where the add is using emotional appeals, associations, or fear tactics. Which ones? • Look for at least 4-5 per advertisement. • Identify where the ad is using specific advertising techniques. Which ones? • Look for at least 2-3 per advertisement.

41. Commercial Hunt • www.retrojunk.com • Select “TV” -> “Commercials” on navigation bar • Choose decade. • Click to view commercial from list results. 5. Start your hunt!

42. Commercial Hunt Table 1: 1970s Table 2: 1980s Table 3: 1960s Table 4: 1990s Table 5: 2000s Table 6: 1970s Table 7: 1980s Table 8: 1990s Table 9: 2000s

43. Learning Target I can… identify and explain how ethos, pathos, and logosare used in television commercials. Mrs. Nite is looking for… 3 examples (one of each rhetorical appeal) that demonstrates the appeal from each table.