Lesson 12 — Activity 3: Advertising and Intelligence
Completion requirements
Lesson 12 — Activity 3: Advertising and Intelligence
As you learned in the previous activity, advertisers know a lot about how we respond emotionally to ads. Advertisers also try to appeal to our intelligence; that is, advertisers want us to feel that we are making the "smart choice" when we buy a certain
product.
However, we may not necessarily be making the most informed decision about a product unless we are aware of some of the techniques advertisers use to appeal to our intellect.
However, we may not necessarily be making the most informed decision about a product unless we are aware of some of the techniques advertisers use to appeal to our intellect.
Avant-Garde: The ad suggests we will be ahead of everyone else if we buy the product; we will be more advanced than the "average" person.
For another example of avant garde advertising, click here.
For another example of avant garde advertising, click here.
Facts and Statistics: The ad presents a lot of information about the product or service.
Gimmicks and Sales: The ad makes us think we will save a lot of money or get something for free if we buy the product.
For more examples on "bribery" advertising, click here.
For more examples on "bribery" advertising, click here.
Glittering Generalities:
Weasel words are used to suggest that the product is superior to others without actually proving it is superior.
Weasel words are used to suggest that the product is superior to others without actually proving it is superior.
Magic Ingredients: Some "amazing scientific breakthrough" is advertised to make the product seem better than others.
For more information on magic ingredient advertising, click here.
For more information on magic ingredient advertising, click here.
Testimonial: "Experts" or celebrities endorse the product so we are more likely to trust the product, not knowing that the expert might just be an actor or that the celebrity does not actually use the product.
To view some examples of endorsement advertising, please click here.
To view some examples of endorsement advertising, please click here.
Watch this video to see more examples of the techniques you have learned about in this and the previous activity. There are also two other techniques shown on the video: emotional appeal and plain folks appeal. Please click on the link below entitle "Persuasive Techniques" to play the video. This video will load and play in about 30 this seconds after clicking on the link.
Persuasive Techniques
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