“But Wait…There’s More!!!”7.04 Persuasive Methods Used in

Advertising and Sales

Kathy Carr

Personal Finance

Rosman High School

Why Teach on the Power of Advertising?

$15 billion is spent on online advertising directed at kids

A Harvard University study:

1 hour of TV/week=$200 average increase in yearly spendingWe remember it!

Source: Dave Ramsey, Foundations in Personal Finance, 2008

Do You Remember These?1954: “Melts in your mouth, not in your

hands.”M&Ms

1960s: “It’s the real thing.”Coca Cola

1971: “You deserve a break today.”McDonalds

1985: “Where’s the beef?”Wendy’s

What is the Objective?

7.00 Understand ways to protect personal and family resources

7.04 Exemplify persuasive methods used in advertising and sales

Essential Question #1:

What is the role of advertising?Create a PowerPoint covering:

Purpose of advertisingForms of advertising – show examplesBenefits for consumers – ask for class feedbackDrawbacks for consumers – discuss relevant

examples, i.e. Pigeon ForgeRegulation of ads by the FTC – refer back to

learning in Obj. 2.02

Essential Question #2What methods of persuasion are used in

advertising and sales?Start saving your junk mail!Show examples of INCENTIVES and

PROMOTIONSDiscuss PERSONAL SELLING and STORE

FACILITIES (a great way to plug other MKT courses)

Explain/review DECEPTIVE ADVERTISING (some were already covered in 2.02)

EQ#2: Advertising Techniques

Slogan, jingle: catchy songs, rhymes, phrases used to help consumers remember products

“There’s an app for that.”

More Advertising Techniques

Logo/brand recognition: graphics or symbols that represent a company, used to identify products

Advertising Techniques

Positive images, beauty appeal: a claim that this product will make you beautiful or like the persons pictured

Testimonial/endorsement: a positive statement made by a person who is endorsing a product or service

Advertising Techniques

Escape: associating products with beautiful, adventurous settings to create the illusion of escape for viewers

Advertising Techniques

Advertising Techniques

Lifestyle: Associating a product with a desirable style of living

Advertising Techniques

Bandwagon: attempting to convince consumers that everyone is using the product

Advertising Techniques

Rebel: associating products with behaviors that contradict societal norms

Group identification: If you use this product, you will fit in with this group.

Trendsetter: if you use this product, you will stand out from the crowd.

Unfinished comparison: claiming a product “works better”…better than what?

“With Texarcon you get more miles per gallon.”

Advertising Techniques

Hidden fears: strategy playing on the fears of consumers

Advertising Techniques

Before-and-after: “before” and “after” pictures show results of a product or treatment

Advertising Techniques

Traditional values: trying to associate with home and family

Advertising Techniques

Puffery: exaggerated claims intended to increase a product’s reputation or appeal

Advertising Techniques

7.04 EXEMPLIFY Persuasive Methods

Use the Optic StrategyOPTIC: OPTIC is an organized approach

for teaching students how to read visual or graphic text closely.

As noted in How to Study in College (2001) by Walter Pauk, the five letters in the word OPTIC provide a mnemonic device to remember the five key elements in analyzing a visual.

Source: http://www.tealighthouse.org/ela/classroom_strategies/strategies.php#sg9_optic

O is for Overview

Conduct a brief overview of the main subject of the visual.

What do you first see?What is the ad for?

P is for Parts

Scrutinize the parts of the visual.Note any elements or details that seem

importantPicturesColorsCopy (the words in the ad)Emotion

T is for Title

Read the title of caption of the visual (if present) for added information.

I is for Interrelationships

Use the words in the title or caption and the individual parts of the visual to determine connections and relationships within the graphic.

Predict what will happen if you buy this product

If I buy/use this product, then ______ will happen.

C is for Conclusion

Draw a conclusion about the meaning of the visual as a whole.

Are you motivated to buy?

Student Reflection

Which advertising technique is being used? Did the ad provide factual information? Which elements of this advertisement appeal to

you? How is the ad trying to play on your emotions,

fears, or dreams? What does the fine print (if any) say? If the ad made specific claims, how can you

research them to find out if they’re accurate?

Source: Consumer Education & Economics: Teacher Resource Guide, Glencoe/McGraw-Hill, 2003.

Other Activity Ideas

Use the worksheet as a rough draft for an essay

Create a matching game using Elements test questions

Have students create their own advertisement or commercial

“The Persuaders.” FRONTLINE, PBS, Nov. 9, 2004

Works Cited

Ramsey, Dave. Foundations in Personal Finance. Brentwood, TN: Lampo Press, 2008.

“Lighthouse Initiative for Texas Classrooms.” tealighthouse.org. Web. 2006.

Consumer Education & Economics: Teacher Resource Guide. New York, NT: Glencoe/McGraw-Hill, 2003. Print.

3.01 Strategies to Achieve Lifestyle Goals (5 days)

Career Journal Entry3.01B PPTFEFE Career Development Unit

Personality Mosaic Test, Scoring and Career Options Mosaic

Career Interest (Work Activity) Inventory

3.01 Outline, cont.

FEFE Investment in Yourself UnitPPT and colored card gameNotetaking GuideTraits of Successful Workers handoutEarning Power worksheet

Collegeboard.com WebquestElements Test Questions

Questions?