“But Wait…There’s More!!!” 7.04 Persuasive Methods Used in Advertising and Sales

1. “But Wait…There’s More!!!”7.04 Persuasive Methods Used in Advertising and Sales Kathy Carr Personal Finance Rosman High School

2. Why Teach on the Power of Advertising? • $15 billion is spent on online advertising directed at kids • A Harvard University study: 1 hour of TV/week=$200 average increase in yearly spending • We remember it! Source: Dave Ramsey, Foundations in Personal Finance, 2008

3. Do You Remember These? • 1954: “Melts in your mouth, not in your hands.” • M&Ms • 1960s: “It’s the real thing.” • Coca Cola • 1971: “You deserve a break today.” • McDonalds • 1985: “Where’s the beef?” • Wendy’s

4. What is the Objective? • 7.00 Understand ways to protect personal and family resources • 7.04 Exemplify persuasive methods used in advertising and sales

5. Essential Question #1: • What is the role of advertising? • Create a PowerPoint covering: • Purpose of advertising • Forms of advertising – show examples • Benefits for consumers – ask for class feedback • Drawbacks for consumers – discuss relevant examples, i.e. Pigeon Forge • Regulation of ads by the FTC – refer back to learning in Obj. 2.02

6. Essential Question #2 • What methods of persuasion are used in advertising and sales? • Start saving your junk mail! • Show examples of INCENTIVES and PROMOTIONS • Discuss PERSONAL SELLING and STORE FACILITIES (a great way to plug other MKT courses) • Explain/review DECEPTIVE ADVERTISING (some were already covered in 2.02)

7. EQ#2: Advertising Techniques • Slogan, jingle: catchy songs, rhymes, phrases used to help consumers remember products • “There’s an app for that.”

8. More Advertising Techniques • Logo/brand recognition: graphics or symbols that represent a company, used to identify products

9. Advertising Techniques • Positive images, beauty appeal: a claim that this product will make you beautiful or like the persons pictured

10. Advertising Techniques • Testimonial/endorsement: a positive statement made by a person who is endorsing a product or service

11. Advertising Techniques • Escape: associating products with beautiful, adventurous settings to create the illusion of escape for viewers

12. Advertising Techniques • Lifestyle: Associating a product with a desirable style of living

13. Advertising Techniques • Bandwagon: attempting to convince consumers that everyone is using the product

14. Advertising Techniques • Rebel: associating products with behaviors that contradict societal norms • Group identification: If you use this product, you will fit in with this group. • Trendsetter: if you use this product, you will stand out from the crowd.

15. Advertising Techniques • Unfinished comparison: claiming a product “works better”…better than what? • “With Texarcon you get more miles per gallon.”

16. Advertising Techniques • Hidden fears: strategy playing on the fears of consumers

17. Advertising Techniques • Before-and-after: “before” and “after” pictures show results of a product or treatment

18. Advertising Techniques • Traditional values: trying to associate with home and family

19. Advertising Techniques • Puffery: exaggerated claims intended to increase a product’s reputation or appeal

20. 7.04 EXEMPLIFY Persuasive Methods • Use the Optic Strategy • OPTIC: OPTIC is an organized approach for teaching students how to read visual or graphic text closely. • As noted in How to Study in College (2001) by Walter Pauk, the five letters in the word OPTIC provide a mnemonic device to remember the five key elements in analyzing a visual. Source: http://www.tealighthouse.org/ela/classroom_strategies/strategies.php#sg9_optic

21. O is for Overview • Conduct a brief overview of the main subject of the visual. • What do you first see? • What is the ad for?

22. P is for Parts • Scrutinize the parts of the visual. • Note any elements or details that seem important • Pictures • Colors • Copy (the words in the ad) • Emotion

23. T is for Title • Read the title of caption of the visual (if present) for added information.

24. I is for Interrelationships • Use the words in the title or caption and the individual parts of the visual to determine connections and relationships within the graphic. • Predict what will happen if you buy this product • If I buy/use this product, then ______ will happen.

25. C is for Conclusion • Draw a conclusion about the meaning of the visual as a whole. • Are you motivated to buy?

26. Student Reflection • Which advertising technique is being used? • Did the ad provide factual information? • Which elements of this advertisement appeal to you? • How is the ad trying to play on your emotions, fears, or dreams? • What does the fine print (if any) say? • If the ad made specific claims, how can you research them to find out if they’re accurate? Source: Consumer Education & Economics: Teacher Resource Guide, Glencoe/McGraw-Hill, 2003.

27. Other Activity Ideas • Use the worksheet as a rough draft for an essay • Create a matching game using Elements test questions • Have students create their own advertisement or commercial • “The Persuaders.” FRONTLINE, PBS, Nov. 9, 2004

28. Works Cited Ramsey, Dave. Foundations in Personal Finance. Brentwood, TN: Lampo Press, 2008. “Lighthouse Initiative for Texas Classrooms.” tealighthouse.org. Web. 2006. Consumer Education & Economics: Teacher Resource Guide. New York, NT: Glencoe/McGraw-Hill, 2003. Print.

29. 3.01 Strategies to Achieve Lifestyle Goals (5 days) • Career Journal Entry • 3.01B PPT • FEFE Career Development Unit • Personality Mosaic Test, Scoring and Career Options Mosaic • Career Interest (Work Activity) Inventory

30. 3.01 Outline, cont. • FEFE Investment in Yourself Unit • PPT and colored card game • Notetaking Guide • Traits of Successful Workers handout • Earning Power worksheet • Collegeboard.com Webquest • Elements Test Questions

31. Questions?