Advertising Terminology and Proposition and Support language

1. Advertising Terminology and Proposition and Support language Opinion Believe Explain your reasoning Problem Agree/Disagree Justify a position Based on Defend your position Reasons Objective: SWBATanalyze a product formarketing strategies and support their analysis through a proposition and support paragraph.

2. Bubble Map: What I Think I know • Focus Question: What tools do marketing strategists use to sell their product to an audience? What I Think I Know

3. Bubble Map: What I Need To Know • Focus Question: What tools do marketing strategists use to sell their product to an audience? What do I Need Know

4. Advertising Terminology • Advertising: A paid, mediated form of communication from an identifiable source that is designed to persuade the receiver to take some action, now or in the future. • Artwork: The visual components of an ad or product • Layout:A drawing that indicates the relative positions of the elements (e.g., headline, photo, logo, body copy, etc.) of an ad or product.

5. Advertising terms cont. • Target audience/market: Figure out not only who has a need for your product or service, but also who is most likely to buy it. Consider the following: • Age  • Location • Gender • Income level • Education level • Marital or family status • Occupation • Ethnic background

6. Packaging: The wrapping material around a consumer item that serves to contain, identify, describe, protect, display, promote and otherwise make the product marketable and keep it clean • Publicity: A type of public relations in the form of a news item or story that conveys information about a product, service, or idea in the media

7. How do I explain my reasoning, justify my position, and defend my opinion? • Proposition and Support Language

8. Helpful Words Believe Opinion Problem Agree/Disagree Reasons For Example In Fact Suggests Solution Sentence Frames I believe that _______. I believe this because _______. It is my opinion that _______. There is a problem with _______. The proof of this problem is _______. I disagree with _______ because _______. Intermediate Level

9. Helpful Words States Argues Supports Position View Most Importantly According to Proposes Evidence Clearly Sentence Frames According to _______. _______ is a serious problem. In support of this position, _______. I would argue that _____________________. The evidence suggest that ______________. Early Advance

10. Helpful Words Asserts Claims Defends Persuades Based On Ultimately Apparently Therefore Nevertheless Moreover Sentence Frames Nevertheless, the evidence strongly suggest that ______________. ______________ defends this position by __________. Ultimately, we must agree that _____________. Advance

11. Additional Frames Description For instance, the product ________. An example of _________ is _________. The situation can be understood by examining ___________.

12. Additional Frames Drawing Conclusions In sum, the evidence suggest that ________________. Thus, ________________________________. After analyzing the features, it can be concluded that_____________.

13. Additional Frames Stating Opinions I’ve always believed that ________________. When it comes to ________, most people agree that __ _______. In discussion about ___________, _______emphasizes the fact that ________.

14. Additional Frames Introducing Sources As evident in/by ________, there is little doubt that _______. The product ________ by/sold by ______, urges/reveals to/ enables the buyer to ______________.

15. You try! • Claim: Water is/is not delicious.

16. Analysis of a Product: Ethos water “Helping Children get clean water” “Natural spring water” “For every bottle of Ethos water you buy, Starbucks will donate 5 cents to support humanitarian programs in coffee growing-communities, providing clean, safe water to those in need.” Starbucks.com/responsibility

17. Tree Map: Ethos Water Analysis “Natural spring water” Ethos Water “Helping Children get clean water” Title Writing Packaging Layout “For every bottle of Ethos water you buy, Starbucks will donate 5 cents to support humanitarian programs in coffee growing-communities, providing clean, safe water to those in need.” Starbucks.com/responsibility

18. How do I summarize? • When you summarize the product, you want to mention the at least three of the key areas of product presentation--title, packaging, writing, layout.

19. Three questions to ask • What meanings and conclusions can we make? • What does it say about the target consumer? • What does it say about our social/cultural beliefs and/or values, beliefs/time?

20. Consolidate your information What meanings and conclusions can we make? What does it say about the target consumer? Title What does it say about our social/cultural beliefs and/or values, beliefs/time?

21. Consolidate your information What meanings and conclusions can we make? What does it say about the target consumer? Writing What does it say about our social/cultural beliefs and/or values, beliefs/time?

22. Consolidate your information What meanings and conclusions can we make? What does it say about the target consumer? Packaging What does it say about our social/cultural beliefs and/or values, beliefs/time?

23. Sample Frame • The product _______sold by/________, urges the buyer to____________________. For instance, the product____________________________________ ____________________________________________________________________________________________________________________________________________________________________________When it comes to___________________, most people wouldagree___________________________________________________________________________________________________________________. In sum, the product_____________________________suggests__________________________________.

24. Prop/Support Frame: 4 sentences • The product Ethos watersold byStarbucks, urges the buyer to make an ethical choice. For instance, the productis titled Ethos water, making the reader feel that he/she is making an ethical choice by buying the water because, as it states on the bottle, five cents of all sales are donated to “humanitarian programs in coffee growing-communities, providing clean, safe water to those in need.”When it comes to helping others, most people would agree that it should be done, and this way, the packaging of the product allows one to be ethical on the go. In sum, the product title, packaging and writing,suggeststhat being ethical can be easy and relatively inexpensive.

25. TOD: Rip a piece of paper in halfand answer the following questions • 1. What did you learn today about analyzing a product (you must include 3 examples)? • 2. Using one of the Proposition/Support frames given to you earlier, select a level to use and identify the that level on your paper. Then, fill out the frame using Ethos water as your focus • 3. Pulse Check

26. Homework • Students will complete for homework on the left-hand side of their interactive notebook: • 1. Choose a product from home and analyze it for the tools use to advertise/sell the product. • 2. Create a tree map and focus on Title, Layout, Writing, Packaging • 4. Bring the product into class on Friday for a modified World Café activity. • We will work on the paragraph frame more! Don’t Worry.