Thursday, October 6, 2011

Class Work

1. Submit the final copy of your essay. Include the rough draft and the peer editing sheet. If you received an e-mail from me with other instructions, please follow those guidelines.

2. Let's see how the pros convince people to part with money or votes:

Advertising Talks: http://adage.com/century/slogans.html
http://www.tvacres.com/advertising_slogans.htm

Testimonial- using words of an expert or famous person to persuade

Bandwagon- using social pressure to persuade people to purchase the product because 'everyone else is doing it'.

Repetition- idea is repeated over and over, like in that "Head On" commercial

Transfer- using names or pictures of famous people but not direct quotes

Free or Bargain- a speaker suggests that the public can get something for nothing or almost nothing

Glittering Generalities- in glowing terms and offering no evidence the speaker or advertiser supports a candidate or a solution to social problems

Common Sense- trying to persuade using everyday sense of good or bad/right or wrong

Emotional Words- words are used that make you feel strongly about an idea

Reasoning- luring the reader by listing or explaining reasons or an idea

Card Stacking- telling only one side of the story as if there were no opposing view or other consideration

Exigency- creating the impression that action is required immediately or the opportunity will be lost forever

Flag Waving- connecting a person, product, or course with undue patriotism

Innuendo- causing the audience to become wary or suspicious of the competition by hinting that negative info may be kept secret

Name Calling- negative or derogatory words to create a distasteful association in the mind of the audience

Plain Folks- using a person who represents the "typical" target of the ad to communicate the message that we are alike, and I use/buy/believe this so you should to

From: http://www.wikihow.com/Identify-Persuasive-Techniques-in-Advertising)

3. Activity:  Find examples of advertising techniques in magazines.  Work with a partner. Select two ads. Identify all techniques used.  Explain on paper. Attach to the ads. Be sure both names appear on paper.
4. Learn about pathos, ethos, and logos. See pp. 109-111 in Write Now.

Homework
1. On your own, locate ads for products. Identify the use of pathos, logos, and ethos. In addition, identify the advertising techniques used. (See list above.)
2.  Locate the web sites for two similar products. Take a look. What techniques are used in each? Which site do you like best? Why? We will be using this information for the next essay.