Name: Hour: Due Date: Persuasion in Media

Transcription

1 Video Production - Rea Name: Hour: Due Date: Persuasion in Media Directions: Read and actively code the following article. The goal of creating any video (television, movie, online, etc.) is to communicate your ideas to the audience. All of these ideas contribute to three main purposes for creating a video: to persuade, inform, or entertain the audience. The primary goal of the majority of media messages is to persuade the audience to believe or do something. Hollywood movies use expensive special effects to make us believe that what we re seeing is real. News stories use different techniques to make us believe that the story is accurate. The media messages most concerned with persuading us are found in advertising, public service announcements, and advocacy. Commercial advertising tries to persuade us to buy a product or service. A public service announcement (PSA) is a message in the public interest with the objective of raising awareness, changing public attitudes and behavior towards a social issue. Lastly, politicians and advocacy groups (groups that support a particular belief, point of view, policy, or action) try to persuade us to vote for or support them, using ads, speeches, newsletters, websites, and other means. These "persuaders" use a variety of techniques to grab our attention, to establish credibility and trust, to stimulate desire for the product or policy, and to motivate us to act (buy, vote, give money, etc.) We call these techniques the language of persuasion. They re not new; Aristotle wrote about persuasion techniques more than 2,000 years ago, and they ve been used by speakers, writers, and media makers for even longer than that. Learning the language of persuasion is an important skill. Once you know how to recognize these strategies used to make you believe or do something, you ll be better able to make your own decisions. Advertising is the easiest starting point: most ads are relatively simple in structure and easily available. Keep in mind that many media messages, such as television commercials, use several techniques simultaneously. Others employ one or two. Identifying the persuasion techniques in public discourse is important because the consequences of that discourse are so significant war and peace, justice and injustice, freedom and oppression, and the future of our planet. Learning the language of persuasion can also help us sort out complex emotional arguments, define the key issues, and make up our own minds about the problems facing us. Adapted from The Language of Persuasion by the New Mexico Media Literacy Project. 1

2 The Art of Rhetoric: Persuasive Techniques in Advertising Video Production - Rea Directions: Review the presentation Persuasion in Media on Google Classroom. After watching the 1 linked video, complete the following guided notes. In rhetoric (art of persuasion), there are three appeals: #1. EXAMPLES FROM VIDEO: Definition: EXAMPLES: Rhetorical questions Vivid, concrete language Emotional language Emotional tone Testimony (personal stories). How is this an appeal to emotion? Don t be the last person to get one. You don t want to be the laughing stock of your school! EXPLAIN: Here the speaker is appealing to the audience s sense of pride by pointing out that they will be laughed at if they don t get the product. This would make the listener/reader feel compelled to get it, in order to maintain their dignity and not hurt their pride. 1. If you don t purchase this life insurance, and something happens to you, how will your family survive? 2. We have been mistreated, abused and oppressed. They have benefited from our suffering and we must act now! 3. Caring for the environment may not change your life, but it will change the lives of your children

3 Video Production - Rea #2. EXAMPLES FROM VIDEO: Definition: EXAMPLES: Factual data Statistics Definitions Comparisons Is this an effective appeal to logic? YES NO Explain: I need new jeans. Everyone in my class has new jeans. 1. All men and women will die. You are a man. Therefore, you will die one day. 2. Everyone has children. Therefore, everyone needs to think about the schooling of his or her children. 3. Cigarette smoke contains over 4,800 chemicals, 69 of which are known to cause cancer. So why start smoking? This reasoning is not logical and convincing. Firstly, it s highly unlikely that everyone has new jeans (hyperbole). Secondly, just because other people have new jeans, it doesn t logically follow that the speaker needs them. #3. Definition: EXAMPLES FROM VIDEO: EXAMPLES: Language appropriate to the audience and subject. Multiple perspectives. Quotations from expert sources (ads: celebrities). Testimony 3

4 Video Production - Rea Is this an appeals to reliability? You should definitely get help with your debt, & I say that as somebody with over 30 years experience of debt counseling. 1. We really should try that recipe. Someone told me that it was good. 2. The research conducted by professors at Harvard University suggests that you should learn a second language. 3. Dentists all over the world are telling their patients the same things. You must floss regularly. Yes EXPLAIN: The speaker is has referred to their extensive experience in this area, in order to give credit to their opinion. Somebody with over 30 years experience would surely know what he or she is talking about. Check Your Understanding Directions: Practice labeling the following appeals to logic (logic), emotion (pathos), and reliability (ethos) by writing the correct appeal in the blank. 1. A child is shown covered in bug bites after using an inferior bug spray. 2. Tiger Woods endorses Nike. 3. Sprite Zero is 100% sugar-free. 4. A 32-oz. bottle of Tide holds enough to wash 32 loads. 5. A commercial shows an image of a happy couple riding in a Corvette. 6. Cardiologists recommend Ecotrin more than any other aspirin brand. 7. Advil Liqui-Gels provide up to 8 hours of continuous pain relief. 8. Miley Cyrus appears in Oreo advertisements. 9. If you donate to this foundation, sick children will have a chance to fulfill their dying wishes. 10. A man acts crabby when he is hungry. 4

5 Persuasion Dig Directions: As you watch the following commercials, public service announcements (PSA), and advocacy, consider the primary method of support being used by the advertiser. 1. What is being advertised? Appeal Used: EXPLAIN: Video Production - Rea

6 What is being advertised? Appeal Used: EXPLAIN: Video Production - Rea

7 Commercial / PSA Video Production - Rea Advertisers create commercials and public service announcements (PSA) with the intention of persuading their audience to buy a product or to change their behavior or actions. Most commercials and PSAs utilize at least one, if not all three, appeals to logic, emotion, and reliability. Work alone or with a small group to create a commercial or PSA. If you choose to create a commercial, you may select any product that is school appropriate and persuade your audience to purchase the product. If you choose to create a PSA, your goal is to educate the general public about how to think or behave in regards to an issue of concern. You want to take a stand on an issue and present it in a way that informs and inspires others. Follow the steps of the production process to create your Travel Guide video. They include: 1.) Pre-production - Brainstorm ideas, create a storyboard, and write a t-script. 2.) Production - Shoot video footage or photographs as needed. 3.) Post-production - Use any program to create your commercial or PSA, such as WeVideo, Windows Movie Maker, and imovie, and it should be an appropriate length of time (between seconds). When it is complete, your commercial or PSA video must be turned in on Google Classroom. Refer to the rubric for specific grading criteria. This project is an assessment worth 25 points. MASTERED (5) PROGRESSING (4-3) EMERGING (2-1) STRUCTURE & ORGANIZATION Commercial/PSA meets the required time of seconds and effectively persuades the audience to either buy a product or to change their beliefs or actions. Commercial/PSA meets the required time of seconds and attempts to persuade the audience to either buy a product or to change their beliefs or actions. Commercial/PSA does not meet the required time of seconds and/r fails to persuade the audience to either buy a product or to change their beliefs or actions. CONTENT (10 points) Commercial/PSA combines all three content: video and/or still images, text, and sound, all of which effectively supplies information about a location from which the video is shot. Commercial/PSA combines some of the three content: video and/or still images, text, and sound, some of which effectively supplies information about a location from which the video is shot. Commercial/PSA combines some of the three content: video and/or still images, text, and sound, little of which information about a location from which the video is shot. COHESION Commercial/PSA is well-crafted, striking and designed using specific appeals to logic, emotion, or reliability; effectively combines different elements into a cohesive whole. Commercial/PSA has some interesting touches but lacks specific appeals to logic, emotion, or reliability; combines some elements that may be excessive or not fit well together. Commercial/PSA has few interesting touches; combines several different elements that do not fit well together. CREATIVITY Commercial/PSA is visually exciting and includes elements that are fun, lively, engaging, or powerful to the audience. Commercial/PSA is somewhat exciting and includes some elements that are lively or engaging, to the audience. Commercial/PSA is not exciting and includes few elements that are lively or engaging to the audience. 7

8 Video Production - Rea Commercial / PSA Storyboard & T-Script 8

9 Video Production - Rea Video Audio 9

10 Deadline February, 2017 The contest is open to any Michigan student in sixth, seventh or eighth grade. The video PSA must address what individuals and families should do to prepare for Michigan severe weather, such as snowstorms, severe cold, severe heat, tornadoes, thunder- storms, lightning or floods. Registration form must be submitted on Michigan Committee for Severe Weather website, Each video submission is based on incorporation of chosen topic; creativity and originality; information content; accuracy of information; and production quality. 1st Prize $300 2nd Prize $150 Any Michigan student in sixth, seventh or eighth grades during the school year. Registration form must be submitted by a teacher on behalf of the participating student(s) on the Michigan Committee for Severe Weather Awareness web site, no later than February 17, Winners will be notified by e- mail no later than March 17, Video PSA shall be no more than 30 seconds long. 2. Third-party materials including but not limited to music, lyrics, logos, trademarks, or characters or references to third party materials cannot be included in the video without evidence of permission from the third party. 3. Number of participants for each video submitted will be limited to three (3) students. An entire class can appear in the video, but the contest is limited to up to three students that write, produce, direct and edit the video PSA. 4. Registration will require a publically available website link or social media application link to access the submitted video such as YouTube, school Facebook page, etc. 5. All winning video PSAs electronic files will need to be sent to the MCSWA. The winning video PSAs will be used to promote weather safety throughout the State of Michigan on weather preparedness websites, social media and traditional media. 6. Through the online registration, the registrant will agree to the best of their knowledge that no copyrighted material was used. The registrant will also agree to accept the contest Rules and Regulations. Finally, the registrant will agree that any students that appear in the video will fall under the school s consent to use those students images. For more information, contact: Richard Pollman, National Weather Service, , Ext richard.pollman@noaa.gov or visit s wa.com The contest is sponsored by the Michigan Committee for Severe Weather Awareness, Michigan Emergency Management Association and State Farm Insurance.