© 2016 Sarah Chan

r t i s i n g
n i n A d ve
r s ua s io
P e
Building Media Literacy:
Exploring Persuasive Techniques in Advertising
 © 2016 Sarah Chan

What is Advertising?
• A sponsor’s paid use
of various media to
promote products,
services, or ideas.
 © 2016 Sarah Chan

Types of Advertisements
Billboards

Print ads
 © 2016 Sarah Chan

Types of Advertisements
Infomercials

Flyers
 © 2016 Sarah Chan

Types of Advertisements
Public Service
Announcements
(PSAs)

Political Ad
 © 2016 Sarah Chan

Types of Advertisements

Trailer
 © 2016 Sarah Chan

Why Should I Care?

Learning about persuasion in
advertising will help you to:
1. Identify misleading information
2. Understand how advertisers are
trying to influence you
3. Be an informed consumer and an
educated individual!
 © 2016 Sarah Chan

Key Terms
 Persuasion: trying to convince (“win over”)
 Pathos: emotion
 Ethos: character (ethical)
 Logos: logic
 Persuasive Techniques: strategies used to convince an
audience to buy a product or support an idea
 © 2016 Sarah Chan

Key Terms
 Message: an expression of a belief or opinion that serves a purpose
 Explicit Message: the purpose of the product being sold
 Implicit Message: the idea or image that you associate with the
product
 Target Audience: the specific group of people that a presentation is
aimed at
 Demographics: the characteristics of a population (age, gender,
profession, income, education, ethnicity, education, geographical
location, etc.)
 © 2016 Sarah Chan

“The Art of Rhetoric:

Persuasive Techniques in Advertising”
http://www.youtube.com/watch?v=BpTb2Rj
bMn4
© 2016 Sarah Chan
 © 2016 Sarah Chan

TV Commercial Advertisements
Subway: http://ispot.tv/a/7V0i
Animal: http://www.youtube.com/watch?v=9gspElv1yvc
Verizon: https://www.youtube.com/watch?v=XP3cyRRAfX0
Gatorade: http://www.youtube.com/watch?v=wNjQishYOy0
Jordans: https://www.youtube.com/watch?v=e7DL3CAzy7s
Swiffer: http://www.youtube.com/watch?v=Xw9Bp2AszNw
Colgate: http://www.youtube.com/watch?v=8ULR68LTmbw
Cheerios: https://www.youtube.com/watch?v=Z01qH-jqGBY
Nutella: http://www.youtube.com/watch?v=ThIrw_LpuRA
Tostitos: https://www.youtube.com/watch?v=o8aMtpGFmjQ
All-State: http://www.youtube.com/watch?v=vtP-S9OS0o0
iPad vs. Kindle: http://www.youtube.com/watch?v=zsAt7tS0vc4
United Airlines Team USA: http://www.youtube.com/watch?v=6aDje1dOoFs
X-Box One: https://www.youtube.com/watch?v=cKeptMVKlsY
© 2016 Sarah Chan
 © 2016 Sarah Chan

Content Disclaimer

 No copyright is claimed for the images and links included in this

presentation.