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 ID: 295385
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Slide1
Advertising Smarts
Media Literacy for
MillenialsSlide2
W
hat is “media”?
The means of communication to reach or influence people: radio, television, newspapers, magazines, etc.Slide3
What is a “consumer”?
A person who uses goods or services.Slide4
Sooo… what is “media literacy”?
The
ability to access, analyze, evaluate, and create media in a variety of forms.Slide5Slide6
How do you get what you want?
It’s a school night, but your favorite
band of all time is playing a
free
show, but it’s not over until 10:00pm.
How will you convince your parents to let you go?Slide7
Aristotle
384 BCE – 322 BCE
Rhetoric
:
The art of speaking or writing effectivelySlide8
Rhetorical Appeals
Ethos
an appeal to credibility.
Pathos
an appeal to emotions
Logos
an appeal to logic.Slide9
PathosSlide10
EthosSlide11
LogosSlide12
Target Marketing
Target Audience: A group of customers that a business aims its a
dvertisements towards.
Demographic:
A particular group of the population.Slide13
Magazine Hunt
Number off 1,
2
,
3
, 1, 2,
3…1’s: You are looking for an ad that uses
PATHOS2’s: You are looking for an ad that uses
ETHOS3’s: You are looking for an ad that uses LOGOS AND
Identify the Target AudienceSlide14
Marketing Strategies
Emotional Appeals
Associations
Fear TacticsSlide15
Emotional Appeals
to be accepted by othersfor
self-acceptance
for
security
for familyfor excitementto be sexy (sex appeal)
The need… Slide16
Associations
wealth / famehappiness
success
youthfulness / health
excitement / adventure / risk
independence / individuality
To be associated with…Slide17
Fear Tactics
death / aging / sickness
bodily embarrassments
f
ailure
povertyviolenceguilt
Fear of…Slide18Slide19Slide20Slide21Slide22
Advertising Techniques
Slogan
: A catchy phrase or statement used to sell a product or service.
Repetition
: The name of the product is repeated many times.
Bandwagon
: Everyone is using a specific product so you should, too.Slide23
BandwagonSlide24
RepetitionSlide25
SloganSlide26
Learning Target
I can…
Identify the advertising techniques
slogan
, repetition, and
bandwagon in magazine advertisements.Mrs. Nite is looking for…
With your table partner find: 1 ad that uses slogan
1 ad that uses repetition 1 ad that uses bandwagonSlide27
Advertising Techniques
Testimonial
: A well-known or famous person supports a product or service.
Expert Opinion
: Experts approve of the product so you should use it.
Plain Folk
: Suggests that a product is a good, practical product for ordinary people.Slide28
Expert OpinionSlide29
TestimonialSlide30
Plain FolkSlide31
Learning Target
I can…
Identify the advertising techniques
testimonial
, expert opinion, and
plain folk in magazine advertisements.Mrs. Nite is looking for…
With your table partner find: 1 ad that uses
testimonial 1 ad that uses expert opinion
1 ad that uses plain folkSlide32
Advertising Techniques
Snob Appeal
: Suggests that the use of a product makes the customer cooler/better than others.
Magic Ingredients
:
Something is different/special that makes the product better than others.
Weasel Words: Words used to suggest a positive meaning without making a guarantee.Slide33
Magic IngredientsSlide34
Weasel WordsSlide35
Weasel Wordsto watch for…
Virtually
Essentially
Clearly
VisiblySlide36
Snob AppealSlide37
Learning Target
I can…
Identify the advertising techniques
snob appeal,
magic ingredients, and weasel words in magazine advertisements.
Mrs. Nite is looking for… With your table partner find:
1 ad that uses snob appeal 1 ad that uses magic ingredients
1 ad that uses weasel words Slide38
Advertising Techniques
Facts & Figures
:
Statistics and
factual information used to
show that a product is better.Rewards & Gimmicks
: A “trick” used attract consumers.Slide39
Rewards & GimmicksSlide40
Facts & FiguresSlide41
Learning Target
I can…
Identify the advertising techniques
facts & figures
and rewards & gimmicks in magazine advertisements.
Mrs. Nite is looking for… With your table partner find:
1 ad that uses facts & figures
1 ad that uses rewards & gimmicks Slide42
Analyze This!
Write your name somewhere on the ad you are given
.
For each ad (both sides):
What
demographic is the
target audience? Is the ad using Pathos
, Ethos, or Logos
?What emotional appeals are being used?
What associations are being used?
What fear tactics
are being used?
Look for
4-5
per advertisement.
What
advertising techniques
are being used?
Look
for
2-3
per advertisement.Slide43