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“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?