Professional Documents
Culture Documents
by
Bill McBride
www.entertaininganelephant.com
Affirmative Side
1st Speaker
1.
Negative Side
States Proposition
Argues 2 Contentions
2nd Speaker
1st Speaker
2.
2nd Speaker
Records Affirmative
Contentions on Board
2nd Speaker
3.
States any
Counterarguments
Argues 2 Contentions
4.
Records Affirmative
Contentions on Board
Records Negative
Contentions on Board
1st Speaker
States any
Counterarguments
Argues 2 Contentions
1st Speaker
5.
Records Negative
Contentions on Board
2nd Speaker
1st Speaker
States any
Counterarguments
Argues 2 Contentions
States any
Counterarguments
Offers final Rebuttals of
all Negative claims
Gives Final Persuasive
Summary
6.
1st Speaker
humor
individuality
name calling
plain folks
product comparison
purr words
rewards
security (fear)
slogan
testimonial
(celebrity endorsement)
transfer
(emotional appeal)
How It Works
the ad says that everyone else is
buying this product or is for this
person
the ad presents a comic message that
creates laughter in the consumer
the ad says that people who believe in
themselves will like this product or
person
the ad uses negative images and words
to demean another product or person
the ad says that good, simple, ordinary
people like this product or person
the ad compares the benefits of one
product or person to another
the ad uses words and phrases that
produce positive thoughts
the ad promises emotional, physical,
financial, or psychological benefits for
choosing the product or person
the ad uses words and images that
make the consumer feel safer with a
product or person
the ad uses a catchy phrase that the
sticks in the consumers mind
the ad uses a famous person, such as
an actor or sports star, to promote the
product or person
the ad makes the consumer feel
emotions or desire to be happy, sad,
athletic, comfortable, or sexy.
Intended Effect
to make a person feel left out if
they dont do what others do
to make the consumer associate
good feelings with the product
to make the person feel selfsecure in following his or her
own beliefs
to make the consumer dislike the
other product or person
intended for consumers who want
a simple product or person
to show how one product or
person is better
to make the product desirable by
appealing to the emotions
to make the audience want the
reward as much as the product or
person
to make the audience be fearful
to choose the other product or
person
to keep the product or person in
the mind of the consumer
to impress the audience that
someone important chooses the
product or person
to make the audience transfer or
associate strong emotions to the
product or person
bad
things
whatever
for real
every time
like
good
chill
stupid
never
awesome
you know
very
really
impossible
abolish
powerful
overcome
prevent
tradition
guarantee
patriot(ism)
focus
values
justice
oversimplify
breakthrough
progress
inherent
restore
call upon
avoid
superior
mobilize
change
urgent
eliminate
honor
ensure
improve
society
exaggerate
ultimate
duty
crisis
act
national interests
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