PPT-Advertising Appeals and Techniques

Target audiencethe group of people that an ad is focused to reach the intended buyers of the product or service Demographicsa populations statistical characteristics age gender income education level etc. Chapter Objectives. After reading this chapter you should be able to. :. Describe . the role of endorsers . in advertising. .. Explain . the requirements for an effective endorser.. Appreciate the . factors that enter . Presupposition. Presupposition is a necessary PRECONDITION for the processing of communication. It involves the existence of some objects or ideas. Presupposition (2). Here we PRESUPPOSE that there exists something which is as juicy as a fruit.. Media Literacy for . Millenials. W. hat is “media”?. The means of communication to reach or influence people: radio, television, newspapers, magazines, etc.. What is a “consumer”?. A person who uses goods or services.. ARISTOTLE & BEYOND. Rhetoric – the art of using language effectively and persuasively. What is rhetoric?. Ethos – relies on the credibility of the author. Logos – relies on logic and evidence. An Introduction. Aristotelian . appeals. Ethos – relies on the credibility of the author. Logos – relies on logic and evidence. Pathos – relies on emotion. Medium – written text, speech, TV, film, art, internet, etc.. 3. Objectives. Advertising’s Role in Capitalism. Role in Manufacturing & Retailing. Know Era’s & Association with Culture. Identify Evolutionary Forces. The Value of an Evolutionary Perspective. What is the difference between . propaganda and advertising. ? . In . today’s world, excessive use of technology and unfair methods have made the . line between propaganda and advertising very blurred. ROMANCE APPEALS. These advertisements display the attraction between the sexes.. The appeal is used to signify that buying certain products will have  a positive impact on the opposite sex and improve your romantic or love life. . Theoretical Frameworks and Appeals . Structure of an Advertisement. Headline. Short, simple, limited number of words. Sub-headline (not always present). Supports headline, somewhat of a follow-up to headline. The linguistic message. Almost all images, in all contexts, are accompanied by some sort of linguistic message. . Roland Barthes introduced the concept of . anchorage. . . Linguistic elements can serve to 'anchor' (or constrain) the preferred readings of an image: 'to . All Course materials can be found here:. http://faculty.cit.cornell.edu/jl2545/teaching.htm. AEM 4550: Economics of Advertising. Laptops, Tablets, Phones, Oh My. For the fourth straight postseason, Cleveland's superstar is trying to shield himself from the outside world…. STUDENTS LEARN ABOUT:. How do you know who to believe?. Promotional techniques eg direct marketing, limited offer memberships. Accuracy of information. Ethics of advertising. Students learn to:. Who is the advertisement targeting?. What techniques does a speaker use if he or she is trying to convince you of something? . What stylistic choices do they make?. What type of language do they use?. What kind of words do they choose?. Chapter 6. Adweek Media and Harris Interactive Survey. Ads somewhat or very interesting (55%). Ads not interesting at all (12%). Ads very influential in purchase decisions (6%). Nearly . half of 18-34 year-olds influenced by advertising.