Persuasive Techniques in Advertising

* We review and discuss various terms and vocabulary associated with the ways
people persuade us to buy products etc. Those terms include: advertising,
propaganda, bias, stereotype, bandwagon, testimonial, transfer, glittering
generalities, name calling, plain folk, and card stacking
* We study the four main techniques of persuasion: state the facts, state the
benefits of the audience, state the author's expertise, connect emotionally with
the reader
* We study the most persuasive words used in advertising.
* We discuss the most effective slogans and ad icons of the previous century
* We discuss the career opportinities associated with advertising.
* We practice these skills on paper and generate ideas via brainstorming.
* I then break the students up into groups of about 4-5 students. I give them a
worksheet to guide the creative process. They are to develop a product
(ex: shampoo) and come up with an entertaining ad campaign for the product.
They MUST include at least one form of propaganda, at least one of the four
techniques of persuasion, and at least one persuasive word. They must also
generate a script.
* They have several work days to work with the group and accomplish the goals.
* We film one day and watch them the next. I always just bring my own handycam
and I do the filming myself. If we had flip cameras I could extend this lesson into many
new directions. It would open up the many more facets and learning experiences
in the study of journalism, communications, camera operators, and creativity in
general! It would take that aspect out of my hands and require the students to
take charge on yet another level and creatively interpret their ideas in their own
ways!
* I grade the project with a rubric.
* The kids vote for their favorite of the entire day, not just that class period.