Media Literacy : Persuasive Techniques in Advertising.

Transcription

1 Media Literacy : Persuasive Techniques in Advertising

2 Topic:MediaLiteracy:PersuasiveTechniquesinAdvertising Understand)and)Identify)Persuasive)Techniques)in)Advertising) Overview:Throughaclassdiscussionandtheuseofvisuals,studentswillidentify andunderstandthethreepersuasivetechniques(pathos,ethosandlogos)usedin advertising. Objective:/ Studentswill: Gparticipateinaclassdiscussiontounderstandthemeaningofthethree techniques Gobservedifferentadvertisementsandidentifythetechniquesrelatedtoit Gapplypersuasivetechniquestodifferentsituations Materials:/ PersuasiveTechniqueshandout(oneperstudent) Accesstoviewavideoasaclass SituationalHandouts(onepergroup)seebelow / Activities:/ 1. Haveageneraldiscussionwithstudentsaboutadvertisements.The discussionshouldleadtoaconversationabouthowadvertisementsare directedtospecificaudiences.thisiscalledatargetaudience. Samplequestionscouldbe: Wheredoweseeadvertising?Whataresomeofthe catchphrases thatyou caneasilyremember?whydoyouthink?whatcouldpossiblybethereason thatadvertisementsdothat?doyouthinkthatbydoingso,advertisementstry tohaveaneffectonwhatyoulikeanddon tlike,orwhatyouwanttobuyor notbuy? 2. Explaintostudentsthatadvertisementsarebuiltinsuchawaytomakethem memorableandalluringtotheconsumer.makeaconnectionwith persuasivewriting;howonewritestoaspecificaudiencetoconvincethemto actonatopic.thisisexactlythesameinadvertising,wherepersuasive techniquesareused. 3. DistributethePersuasiveTechniqueshandout.Utilizingthedefinitionshave adiscussionaboutthetechniquesandcomeupwithanexampleofan advertisementforeachone. 2013www.teachingrocks.ca

3 4. Onceyouhavereviewedthehandout,provideexamplestostudentssothey canapplytheirknowledgeofpathos,ethosandlogos.youcanusethe followingassomeexamples: TigerWoodsappearsinNikecommercials Tylenol8HourMuscleAchesandPain CokeZerois100sugarfree AcommercialshowsahappybabyeatingCheerios Asunburntmanusinganinferiorsunscreen Anewspaperadshowsahappycouplewhilethewomanis wearingdiamonds Children stylenolisrecommendedbypediatricians Ensurestudentsunderstandthatmostofthetimesadvertisementsutilize morethanonetechniquetocreateallurefortheaudience. 5. Toconsolidatethisunderstandingwatchthefollowingvideo Thisvideoisjustover5minuteslongbuthasanexcellentexplanationof pathos,ethosandlogos(persuasivetechniques)andassociatedcommercials foreach. 6. Arrangestudentsingroupsanddistributesituationalhandouts.Foreach handout,groupsmustutilizeethos,pathosandlogosseparatelytopersuade theaudiencetodowhatisrequired. 7. StudentsregroupanddiscusstheirwriteGups.Ensuretheyunderstandthat theycanuseacombinationoftechniquestoconvincethetargetaudience. / Assessment/ / Studentsaretofind3differentadvertisementsandidentifythepersuasive techniqueutilizedtoconvincetheconsumer.studentsubmissionsaretobegraded forunderstandingofthethreedifferenttypesoftechniques. 2013www.teachingrocks.ca

4 Persuasive Techniques Advertisersusepersuasivetechniquestoconvincethetargetaudiencetobuytheir product.thesetechniquescanbebrokendownintothreecategories.theyare pathos,logos,andethos. Pathos: uses emotion to appeal to a consumer Anadvertisementusingthistechniquewilltrytogettheconsumertoconnect emotionallytoaproduct.theemotionscanbeofhappiness,sadness,fear,andguilt. Example: Logos: uses logic or reason to appeal to a consumer Inthistypeoftechnique,theadvertisementwillgiveyoutheevidenceandstatistics toattractyourattentiontowardstheproduct. Example: Ethos: uses credibility or character to appeal to a consumer. Advertisersuseethostotrytoconvinceyouthatthecompanyismorereliable, honest,andcredible;therefore,youshouldbuyitsproduct. Example: 2013www.teachingrocks.ca

5 You are the older sibling left with the responsibility to care for your younger sister who is at a house party. She is to come home by 9:30 p.m and absolutely no later. You get a call from your sister saying that she wants to stay later as she is having a fabulous time. Now if she stays later, you will be in big trouble. Use the different persuasive techniques to convince your sister she must come home right away! The more you have the better! PAT HOS ETHOS LOGOS (c)$2013$

6 You are playing outside with your little brother. He takes off down the busy street on your scooter. Use the three persuasive techniques to convince him to come back. PAT HOS ETHOS LOGOS (c)$2013$

7 You really want to eat pizza tonight. Convince your mom to order pizza in using the three different persuasive techniques. PAT HOS ETHOS LOGOS (c)$2013$

8 Credits * Graphics:* Font*Cherry*Cream*Soda:* *h9p://

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