Advertising StrategiesChapter Four: Listening

Media is Everywhere!

• Average time American teens spend watching TV a day: 4 hours

• 54% of American kids have a TV in their bedroom

• Americans have gone from seeing 500 ads a day in the 1970’s to as many as 5,000 a day today

• http://www.youtube.com/watch?v=gpRQhVd63Y8

Types of Advertisements

• Radio

• TV Commercials

• Internet ads

• Billboards

• Magazines

• Newspapers

• Any others?

Hasty generalization

• Conclusions or opinions that are drawn from very few observations or that ignore exceptions

Begging the question

• Assuming the truth of a statement before it is proven

False Premise

• Stated or implied starting point for an argument that is untrue or distorted.

False Analogy• Draws invalid conclusions from weak or often

far-fetched comparisons.

Irrelevant evidence

• Information that has nothing to do with the argument being made.

Transfer

• Builds a connection between things that are not logically connected.

• Connection between a product and a positive value.

• TV Example: http://www.youtube.com/watch?v=7i4rrcE5qdI

Bandwagon

• Technique that encourages people to buy something because everybody else is doing it

• Form of peer pressure

• TV Example: http://www.youtube.com/watch?v=IZ7EUKsgy1Q

Name-Calling

• Intended to inspire powerful negative feelings

• Represent a person, product or group as inferior without providing evidence to support the claim

• TV example: http://www.youtube.com/watch?v=wAP2yVsgI6c

Card-Stacking

• Based on half-truths

• Presents only partial information in order to leave inaccurate impression

• TV Example: http://www.youtube.com/watch?v=QWVFVNpEJFw

Stereotype

• Biased belief about a whole group of people based on insufficient or irrelevant evidence

• Ignores the individual

• TV Example: http://www.youtube.com/watch?v=8tZR3M7SQwA

Loaded Words

• Evoke or draw out strong positive or negative attitudes toward a person, group or idea.

• Can create bias

• TV Example: http://www.youtube.com/watch?v=TRMjvSxe1x8

Emotional Appeal

• Used to provoke various emotional reactions to persuade consumers

• Tear-Jerker: http://www.youtube.com/watch?v=R4vkVHijdQk

• Inspirational: http://www.youtube.com/watch?v=9op_Bb1C5Oo

• Funny: http://www.youtube.com/watch?v=h8qgk5tXuUA