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AESC 2050 > EXAM 2 - Advertising Lecture > Flashcards

EXAM 2 - Advertising Lecture Flashcards

1
Q

definition: to announce or praise a product, service, etc. in some public medium of communication in order to induce people to buy or use it

A

advertising

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2
Q

“_____ is the art of arresting the human intelligence just long enough to get money from it”

A

advertising

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3
Q

What are the 3 major persuasive techniques used in advertising?

A

pathos, logos, ethos

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4
Q

What technique is an appeal to emotion?

A

pathos

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5
Q

What technique is an appeal to logic or reason?

A

logos

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6
Q

What technique is an appeal to credibility or character?

A

ethos

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7
Q

ex of ____ technique:
-emotional or imaginative impact
-stories

A

pathos (emotion)

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8
Q

ex of ____ technique:
-tone/style
-trustworhtiness or reputation

A

ethos (credbility)

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9
Q

ex of ____ technique:
-reasoning or argumentation
-facts, figures, case studies

A

logos (logic)

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10
Q

Which persuasive technique?
-gives evidence and statistics you need to fully understand product or position
-“straight facts”

A

logos

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11
Q

Which persuasive technique?
-tries to convince you that a company, product or cause is more reliable, honest &/or credible
-“ethics” or ethical
-the “right” thing to do

A

ethos

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12
Q

Which persuasive technique?
-attempts to evoke an emotional response
-happiness - someone enjoying a product
-pain - someone hurting
-fear/guilt - image of mistreated animal

A

pathos

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13
Q

Are the 3 persuasive techniques used alone or in combination?

A

in combination

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14
Q

What are common persuasive techniques often used in advertising?

A

-slogan
-repetition
-bandwagon
-testimonial
-emotional appeal
-expert opinion

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15
Q

Most product advertisements (especially in the past and American culture) focus on intrinsic/extrinsic values?

A

extrinsic

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16
Q

_____ values:
-conformity - to fit in
-image - to look attractive to other people
-financial success - to be wealthy
-achievement - personal success
-power - social status & prestige; control or dominance

A

extrinsic

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17
Q

PERSUASIVE advertisements today focus on intrinsic/extrinsic values?

A

intrinsic

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18
Q

______ values:
-affiliation - to have satisfying relationships with family and friends
-self-acceptance - to feel competent
-community feeling - to improve the world through activism
-benevolence - preserving and enhancing the welfare of those with whom one is in frequent personal contact with
-universalism - understandings appreciate for the welfare of all people and nature

A

intrinsic

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19
Q

Which persuasive technique?
-uses the argument that a person should believe or do something because “everybody else” does

A

bandwagon

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20
Q

What is the intended effect of bandwagon?

A

-consumers buy the product because they want to fit in
-consumers assume that is others buy it, the product MUST be good

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21
Q

Which persuasive technique?
-dishonest tactic in which a salesperson lures customers into a store with the promise of a bargain

A

bait & switch

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22
Q

What is the intended effect of bait & switch?

A

consumers are persuaded to buy a more expensive item

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23
Q

What is the intended effect of celebrity spokesperson?

A

consumers transfer admiration or respect for the celebrity to the product

24
Q

Which persuasive technique?
-uses a celebrity or famous person to endorse a product

A

celebrity spokesperson

25
Q

Which persuasive technique?
-makes viewers feel certain emotions, such as excitement, sadness or fear

A

emotional appeals

26
Q

What is the intended effect of emotional appeals?

A

audience transfers that feeling to the product

27
Q

Which persuasive technique?
-emphasizes highly valued beliefs, such as patriotism, peace or freedom

A

glittering generalities

28
Q

What is the intended effect of glittering generalities?

A

consumers accept this information, often without enough real evidence to support the claim

29
Q

What is the intended effect of humor?

A

consumers remember the ad and associate positive feelings with the product

30
Q

Which persuasive technique?
-used to make audiences laugh, but provides little information about the product or service

A

humor

31
Q

Which persuasive technique?
-appeals to consumers’ desire to be different from everyone else; opposite of bandwagon appeal

A

individuality

32
Q

What is the intended effect of individuality?

A

-consumers celebrate their own style, or rebel against what others are doing
-consumers perceive the product as unique, stylish or cool

33
Q

What is the intended effect of loaded language?

A

-words appeal to consumers’ emotions, rather than their reason
-purr words, such as “fresh: or “juicy” make a product seem more desirable

34
Q

Which persuasive technique?
-uses words with positive or negative connotations to describe a product or that of the competitions, such as purr, snarl or weasel words

A

loaded language

35
Q

Which persuasive technique?
-attacks people or groups to discredit their ideas

A

name-calling

36
Q

What is the intended effect of name calling?

A

consumers focus on the attack rather than the issues

37
Q

Which persuasive technique?
-shows ordinary people using or supporting a product or candidate

A

plain folk

38
Q

What is the intended effect of a plain folk?

A

consumers trust the product because its good enough for regular “folks”

39
Q

Which persuasive technique?
-compares a product with the “inferior” competition

A

product comparison

40
Q

What is the intended effect of product comparison?

A

consumers believe the feature product is superior

41
Q

________ advertising
-implying that others (competitors) engage in some activity through one’s own denial

A

implicative

42
Q

_____:
information, especially of a biased or misleading nature, used to promote or publicize a particular political cause or point of view

A

propaganda

43
Q

What is a classic example of implicative advertising?

A

when chicken packages advertise “no hormones”, it implies that other companies do have hormones; completely ridiculous because it already is a legal requirement to NOT feed chicken hormones

44
Q

Do chickens need hormones, why have they gotten so much bigger?

A

no; chickens got so large due to selective breeding and the same for Great Danes

45
Q

Moe’s “scared of added hormones in your chicken” is an example of the ___ technique.

A

call out

46
Q

Explain how the attitude of superiority makes it easy for advertisers to exploit people?

A

people think that they, individually are relatively resistant to advertising influence while the greater population are more susceptible and gullible

47
Q

“its not the easy way, its the Perdue way” harps on lack of what?

A

antibiotic use

48
Q

Who calls out ‘antibiotic advertising’ as being a scam (legally required)?

A

Sanderson

49
Q

What is the Perdue response?

A

brings up Oregano in water as an added nutritional element for the chicken, again harps on ‘no antibiotics ever’

50
Q

What is Sanderson’s response?

A

“no antiobiotics ever” is a bs marketing gimmick because it sounds good, doesn’t distinguish anything

51
Q

_____ values focus on how you appear to the world while ____ values focus on how you feel about the world.

A

extrinsic; intrinsic

52
Q

______ motivation comes externally while ____ motivation drives people from within (makes doing a task more meaningful).

A

extrinsic; intuisce

53
Q

democratic, sustainable, ecological, & organic are words associated with a positive thing that people don’t question & go alone with —> represents the _____ technique

A

glittering generalities

54
Q

Describe the scam of the Humane society on the US?

A

-85% of HSUS TV fundraising features shelter pets
-99% of their budget does NOT go to animal shelters

55
Q

How are humane society commercials an example of bait and switch?

A

-raise millions of dollars doing commercials about animal shelters (like the one with the dog talking about going to the shelter because his owner is terrible)
-however, most of their budget foes towards preventing people from eating meat–> not towards animal shelters

56
Q

What ad exposed the Humane society?

A

ad with lawyers in place of pets in the shelter

AESC 2050 (7 decks)

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