EXAM 2 - Advertising Lecture Flashcards
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
advertising
“_____ is the art of arresting the human intelligence just long enough to get money from it”
advertising
What are the 3 major persuasive techniques used in advertising?
pathos, logos, ethos
What technique is an appeal to emotion?
pathos
What technique is an appeal to logic or reason?
logos
What technique is an appeal to credibility or character?
ethos
ex of ____ technique:
-emotional or imaginative impact
-stories
pathos (emotion)
ex of ____ technique:
-tone/style
-trustworhtiness or reputation
ethos (credbility)
ex of ____ technique:
-reasoning or argumentation
-facts, figures, case studies
logos (logic)
Which persuasive technique?
-gives evidence and statistics you need to fully understand product or position
-“straight facts”
logos
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
ethos
Which persuasive technique?
-attempts to evoke an emotional response
-happiness - someone enjoying a product
-pain - someone hurting
-fear/guilt - image of mistreated animal
pathos
Are the 3 persuasive techniques used alone or in combination?
in combination
What are common persuasive techniques often used in advertising?
-slogan
-repetition
-bandwagon
-testimonial
-emotional appeal
-expert opinion
Most product advertisements (especially in the past and American culture) focus on intrinsic/extrinsic values?
extrinsic
_____ 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
extrinsic
PERSUASIVE advertisements today focus on intrinsic/extrinsic values?
intrinsic
______ 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
intrinsic
Which persuasive technique?
-uses the argument that a person should believe or do something because “everybody else” does
bandwagon
What is the intended effect of bandwagon?
-consumers buy the product because they want to fit in
-consumers assume that is others buy it, the product MUST be good
Which persuasive technique?
-dishonest tactic in which a salesperson lures customers into a store with the promise of a bargain
bait & switch
What is the intended effect of bait & switch?
consumers are persuaded to buy a more expensive item
What is the intended effect of celebrity spokesperson?
consumers transfer admiration or respect for the celebrity to the product
Which persuasive technique?
-uses a celebrity or famous person to endorse a product
celebrity spokesperson
Which persuasive technique?
-makes viewers feel certain emotions, such as excitement, sadness or fear
emotional appeals
What is the intended effect of emotional appeals?
audience transfers that feeling to the product
Which persuasive technique?
-emphasizes highly valued beliefs, such as patriotism, peace or freedom
glittering generalities
What is the intended effect of glittering generalities?
consumers accept this information, often without enough real evidence to support the claim
What is the intended effect of humor?
consumers remember the ad and associate positive feelings with the product
Which persuasive technique?
-used to make audiences laugh, but provides little information about the product or service
humor
Which persuasive technique?
-appeals to consumers’ desire to be different from everyone else; opposite of bandwagon appeal
individuality
What is the intended effect of individuality?
-consumers celebrate their own style, or rebel against what others are doing
-consumers perceive the product as unique, stylish or cool
What is the intended effect of loaded language?
-words appeal to consumers’ emotions, rather than their reason
-purr words, such as “fresh: or “juicy” make a product seem more desirable
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
loaded language
Which persuasive technique?
-attacks people or groups to discredit their ideas
name-calling
What is the intended effect of name calling?
consumers focus on the attack rather than the issues
Which persuasive technique?
-shows ordinary people using or supporting a product or candidate
plain folk
What is the intended effect of a plain folk?
consumers trust the product because its good enough for regular “folks”
Which persuasive technique?
-compares a product with the “inferior” competition
product comparison
What is the intended effect of product comparison?
consumers believe the feature product is superior
________ advertising
-implying that others (competitors) engage in some activity through one’s own denial
implicative
_____:
information, especially of a biased or misleading nature, used to promote or publicize a particular political cause or point of view
propaganda
What is a classic example of implicative advertising?
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
Do chickens need hormones, why have they gotten so much bigger?
no; chickens got so large due to selective breeding and the same for Great Danes
Moe’s “scared of added hormones in your chicken” is an example of the ___ technique.
call out
Explain how the attitude of superiority makes it easy for advertisers to exploit people?
people think that they, individually are relatively resistant to advertising influence while the greater population are more susceptible and gullible
“its not the easy way, its the Perdue way” harps on lack of what?
antibiotic use
Who calls out ‘antibiotic advertising’ as being a scam (legally required)?
Sanderson
What is the Perdue response?
brings up Oregano in water as an added nutritional element for the chicken, again harps on ‘no antibiotics ever’
What is Sanderson’s response?
“no antiobiotics ever” is a bs marketing gimmick because it sounds good, doesn’t distinguish anything
_____ values focus on how you appear to the world while ____ values focus on how you feel about the world.
extrinsic; intrinsic
______ motivation comes externally while ____ motivation drives people from within (makes doing a task more meaningful).
extrinsic; intuisce
democratic, sustainable, ecological, & organic are words associated with a positive thing that people don’t question & go alone with —> represents the _____ technique
glittering generalities
Describe the scam of the Humane society on the US?
-85% of HSUS TV fundraising features shelter pets
-99% of their budget does NOT go to animal shelters
How are humane society commercials an example of bait and switch?
-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
What ad exposed the Humane society?
ad with lawyers in place of pets in the shelter
