Definition:
Publicity intended to spread ideas or information that will persuade or convince people to do or not
do something.
Relies
on being transmitted to large numbers of people in order to achieve its goal of attitude
manipulation.
TECHNIQUES TO KNOW:
1. Bandwagon: You are
either with us or against us; idea that appeals to an
audience to join the majority of public opinion;
do it because everyone else is. Appeals to nationalism and loyalty.
Used in political ads, 4 out of 5 dentists, food products.
2. Euphemisms: Making
something not sound as bad as it is. Smoking, health problems, personal
health products, cleaning products.
3. Fear: Motivating people
because they are afraid to do or not to do something. Can be
used as scary or funny.
“I better watch
out, because this could harm me.”
Communism,
terrorism, crime, disaster, disease, overpopulation, discrimination,
invasion of privacy
4. Glittering Generalities:
Use attractive, but vague words that sound good, but in really say nothing in
particular.
Usually appeal to emotions. (dignity,
freedom, fame, integrity, justice, love and respect.)
5. Name Calling: Linking a
person to a negative action, idea, or product in
order to ruin the product or the person. Used
in political ads, product comparisons.
6. Testimonials: The use of
personal experience, either a regular guy or a celebrity, to convince someone to do or
buy something. Jeff Gordon - Pepsi, George Foreman - grill, Jessica
Simpson - Pizza Hut; infommercials for exercise and diet products.
7. Plain Folks: Using
simple words and situations that appeal to regular people.
-walking the dog
-playing with
the kids
-going to the
grocery store
8. Emotional words: Words
and images used that make you feel strongly about someone or something.
Puppies and
Babies – warm fuzzy feeling
Attractive Models
– sex appeal, desires, wants
Hitler – hatred
Mom, grandma -
love
9.
Transfer: When one image, symbol, or word reminds you of something else, either good or bad. Symbols are often used – flag, cross,
Uncle Sam, McDonalds M,
Nike swoosh, Walmart smiley face, heart - love
10.
Repetition and Alliteration:
Repeating the name
of the product at least four times throughout the
advertisement; use of the same sound to start each word in
a phrase. For example: Meow Mix Cat food, Bumblebee Tuna, Budweiser
Frogs.
Activities to complete:
Activity 1:Select a product
that you would like to advertise and fill out the activity one information based on that
product. It can be one
already in existence or one you make up.
On the page with the blocks, story
board out an idea for a commercial
for your product.
Activity 2: Using the
internet, we will look at several websites and talk about why and who advertises there.
You will
choose a website that you might visit and answer the questions
in your booklet. Be sure to write down the web address and use
complete sentences and more than one
word answers.
Activity 3: Come up with a
picture (draw, cut, glue, whatever) that represents each
technique. You can cut it out of the magazines in class,
newpapers, etc.; any source.
Use the center
page for a magazine or billboard advertisement for your
product. You can do it anyway you choose
that you think would make the consumer want to buy
your product.