GATEKEEPERS: Monday, Jan 5 intro to advertising unit

Important message from Ms. Aspenleiter

CAP AND GOWN

ORDER MUST GO IN BY

MONDAY, FEBRUARY 16, 2015

Winter Break - you won’t be here!!

I cannot order YOUR cap and gown until it is paid for!

If you plan on crossing the stage

YOU will need to get your $32.00 to

Ms. Pierce (in room 179)

no later than February 13, 2015.

See Aspenleiter if you have questions!!

Learning Target: I can draw evidence from literary or informational texts to support analysis, reflection, and research.

Advertising Unit

What is advertising?
1) Familiarize yourself with the following definition of advertising.
2) Read through the 4 P's of marketing: product,
pricing, placement and promotion.

We are beginning our unit on advertising. During the next few weeks, we will analyze print and commercial advertisements in terms of target audience, persuasive techniques, and production techniques. Then you will create your own commercial. Whether we realize it, we are constantly bombarded by advertisements - on TV, in magazines, on billboards, on the sides of buses, etc. It is important to look at advertisements critically, and to be aware of the message the advertisers are trying to send. We are not individuals to the advertising industry, but belong to groups of people they wish to target.

Today, we will focus on how advertisers use ethos, logos, and pathos in creating an advertisement, much like we would in a persuasive essay. Below I have included some information on these rhetorical techniques and how they appear in advertisements. I have posted four print advertisements and two commercials on the blog below. Please analyze the advertisements and watch both commercials responding to the questions below. These are due at the end of class on Tuesday. Thus, you will turn in six
sets of questions. Pay attention to the target audience and which persuasive techniques were used in each advertisement. Have fun!

Rhetorical Techniques in Advertising (this material should be familiar, but please review carefully.)

Pathos: an emotional appeal; an advertisement using pathos will attempt to provoke an emotional response in the consumer.
-Can be a positive emotion, such as happiness – an image of people enjoying themselves while drinking Pepsi.
-Can be a negative emotion, such as pain – a person having back problems after buying the “wrong” mattress.
-Can include the emotions of fear and guilt – images of a starving child to persuade you to send money.

Ethos: refers to establishing the credibility or character of the product.
-Will try to convince you that the company is more reliable, honest, and credible; therefore, you should buy its product.
-Can give statistics from reliable experts, such as nine out of ten dentists agree that Crest is better than any brand.
-Often, a celebrity endorses a product to make it more credible.

Logos: an appeal to logic or reason; the logos of an advertisement is straight-forward – it tells you exactly what the product does, how it works, what it is used for.
-Will give the evidence and statistics you need to fully understand what the product does: One glass of Florida orange juice contains 75% of your daily Vitamin C needs.

Make sure you understand the concept of demographics

Demographics: the characteristics that make up a human population such as gender, age, and race. Advertisers think of consumers not as individuals, but as members of groups that tend to believe, behave, or purchase in certain patterns.

Using the information you received on ethos, logos and pathos in advertising, as well as on demographics, please answer the following questions for each advertisement, responding with specific details from the ad, as well as text or dialogue that supports your response. These should be well-written responses, demonstrating a sophistication of language conventions, analytic and reasoning skills.

1. What is the message?
2. What persuasive technique(s) is being employed? Explain.
3. Who is the target audience/target demographic? Explain. In what magazine or television station might this ad appear?
4. How is this an effective ad?

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