Media Strategies

Media Strategies How does the media convince us of things?

Media Strategies – Coca Cola • From 1971 – 2013 • http://www.youtube.com/watch?v=1VM2eLhvsSM&safety_mode=true&persist_safety_mode=1&safe=active • http://www.youtube.com/watch?v=FYuykEGyjqg&safety_mode=true&persist_safety_mode=1&safe=active

1. Bandwagon • Bandwagon is an appeal to the subject to follow the crowd, to join in because others are doing so as well. “Everyone else is doing it…”

Bandwagon = propaganda

2. Cartoons or cute characters • Why does this strategy work?

3. Celebrity Endorsement • Nikon Aston Kutcher • Pepsi Micahel Jackson • Make-up Jessica Alba

Got Milk Campaign

4. Emotional Appeal • And of course… • THIS ad

5. Facts and Figures • The media use facts and figures in order to show credibility. • They convince you of something by showing you data. • However, the data can be misleading or can exclude important information.

6. Gender or Sex Appeal • Why does this appeal to people? • How does it appeal to men? To women? • Are there differences in how both genders react to advertisements?

7. Name calling • Usually found in political ads, name calling is tended to discredit an opponent.

8. Plain folks • Why would people want to be considered “simple folk”?

9. Shock Appeal • Advertisements with shock appeal deliberately startle and offend its audience by violating norms for social values and personal ideals. • Shock advertising is designed to break through the advertising “clutter” to capture attention and create buzz.

10. Snob Appeal • Some companies brand themselves as only being for rich people. Why do you think this is?

11. Testimonials • Testimonials are statements written or spoken by consumers of products. They back up companies’ claims that their products work or are of high quality. • Think infomercials or exercise programs

Media Strategies