Post on 01-Nov-2014
description
PRESENTED BY
CHAVALEEPHORN BOONMA
550132045
ENGLISH FOR INTERNATIONAL COMMUNICATION
The Persuasive Techniques in Advertising
The Objectives
- To analyse the persuasive techniques in advertising
in order to reach media literacy skill and how it is used in advertising- To present “ English language” is used
through advertising- To study the persuasive techniques/language
of persuasion that effect towards Consumers- Data collection will be based on websites,
researches
The Importance of Persuasive Techniquestowards media literacy
The goal of most media messages is to persuade the audience to believe and commercial advertising tries to persuade us to buy a product or service
Learning these techniques is an important media literacy skills by examining advertising in order to keep in mind that many media messages
Media Literacy in 21st Century
The Center for Media Literacy stated that "Media Literacy is a 21st century approach to education. It provides a framework to access, analyze, evaluate and create messages in a variety of forms – from print to video to the Internet. Media literacy builds an understanding of the role of media in society as well as essential skills of inquiry and self-expression necessary for citizens of a democracy.”
Analyzing Persuasive Techniques in Advertising
Product ComparisonCompare a product with the “inferior” competition
Intended effectConsumers believe the feature product is superior
Individuality
Appeals to consumers’ desire to be different from everyone else
Intended EffectConsumers celebrate their own style
or rebel against what others are doing Consumers perceive the product as
unique, stylish or cool
Celebrity Spokensperson
Uses a celebrity of famous person to endorse a product
Intended EffectConsumers transfer admiration or respect for the celebrity to the product
Name-calling
Attacks people or groups to discredit their ideas
Intended EffectConsumers focus on the attack rather than the issues
Humor
Used to make audiences laugh, but provides little information about the product or service
It’s a powerful persuasion technique. When we laugh, we feel good
Intended EffectConsumers remember the advertising
and associate positive feeling with the product
Emotional Appeals
Make viewers feel certain emotions, such as excitement, sadness or fear
Intended EffectAudience transfers that feeling to the product
Fear/message
How do you feel?
Don’t talk while driving
Bribery
Persuade us to buy a product by promising to give us something else, like a discount, a coupon, a free gift, sales, special offers
Intended EffectConsumers are persuaded to buy a
more item and accept this information without enough real evidence
Conclusion
Media literacy beginners will be better able to make your own decisions to believe or do something/buy ,vote, give money etc.
References http://
medialiteracyproject.org/language-persuasion
http://www.wikihow.com/Identify-Persuasive-Techniques-in-Advertising
http://teach.clarkschools.net/jbernhard/literacy_web/persuasion/CommonPersuasiveTechniques.ppt.
http://medialiteracyproject.org/learn/media-literacy