Media Literacy Notes

Persuasive TechniquesUsed in Advertising

All advertisements have the following:

what the ad makes you think or feel

about the product

the primary things you see when you look at the ad(pics, colors, font, etc)

10 persuasive techniques

• We will be analyzing ads (both print and commercials) to identify the following techniques and how they are used to get us to buy products.

Appeal to be like everyone else.

You can be part of the “in” crowd by using the product or you can be left behind if you

do not use the product

“Everybody’s doing it”

Attractive and/or “ideal” people are used to advertise products.

Famous people (movie stars, athletes,

musicians, etc.) are used to sell

products.

A person is quoted, endorsing the

product.

A slogan is a phrase or sentence that is identified with

a certain product. Slogans often contain catchy words to grab the consumer’s

attention.

McDonalds- “I’m Lovin’ It”

The advertised product is compared to a similar product

“proving” that the advertised product is

better.

Words, images, or ideas are repeated over and over for

emphasis.

Sometimes this is within one ad or sometimes

different ads for the same product repeat certain

elements.

Tricks used to make you pay attention to

the ad.

Shows the good things that will happen if you

use the product.

Shows the bad things that will happen if you

DON’T use the product.

The “AD IT UP” methodLeave 2-3 lines between each letter.ADITUP

A•Author–Who created this message?–Include the product being

sold as well as the company in charge (sometimes these are different)

D•Directed Toward–Who is the audience for the

ad? –How do you know this? OR

What makes you think this?

I• Ideas–What ideas and emotions does

this ad connect to the product? –How do you feel when you look

at it? Why do you feel that?

T• Techniques–What techniques are used to attract your

attention and/or “sell” this product? • Think about the persuasive techniques we just

discussed (bandwagon, negative appeal, gimmicks, etc)

–Be sure to explain how this technique is demonstrated in the ad– Include whether or not you think it is

effective in selling this product

U• Unsaid–What is NOT said in this ad?•Why might this info be important?

–What might the company in charge be implying?•How do you know this?

P• Production–Is this ad successful? Do you think

people would buy it? Why or why not? (Keep target audience in mind)

–Changes•What might you change to improve the

ad and why? OR •Why would you keep it the same?

The “AD IT UP” Method

Author

Directed toward

Ideas

Techniques

Unsaid

Production