Persuasive Language Techniques in Advertising

Persuasive Language Techniques in Advertising

How do they do it?

Open Ended

Celebrities endorse products all the time. Type in as many celebrity endorsements as you can think of in TWO minutes.

Today's Agenda

• Learning Intention:

  We will evaluate the use of persuasive techniques in advertising.

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• Success Criteria 1: I can identify a variety of persuasive techniques.

• Success Criteria 2: I can use a variety of persuasive techniques.

Emotional Appeal

Also known as "pathos"

Appeals to the viewer's emotions - fear, anger, sadness, sympathy - to create an emotional response

Ethical Appeal

Also known as "ethos"

Establishes credibility, authority, and reliability

Used to gain the trust of the viewer

Logical Appeal

Also known as "logos"

Uses the power of the mind to think and form logical opinions

Appeals to the reason or rationality of the viewer

Often uses facts that cannot be disputed - "facts are facts"

Figurative language is used in advertising to create imagery and make ideas more convincing. The figurative language used is just like in ELA - metaphors, similes, personification. What figurative language is used in this advertisement and what is Chevy trying to say about its truck?

Alliteration is the repetition of initial consonant sounds in order to emphasize certain words and make them more memorable. What letter is repeated in this logo?

Repetition is the repeating of certain words, phrases, or images to emphasize certain ideas and make them more memorable. What is repeated in this ad and what are they trying to say?

Exaggeration (or hyperbole) is representing something greater than is actually the case. This grabs the viewer's attention and emphasizes certain points. What does this product claim to do in this advertisement?

The Rule of Three is when groups of 3 words, phrases, or images are used to make ideas more memorable. How is the Rule of Three being used in this ad?

Loaded words are words that express an extremely positive or negative idea. These are words like FASTEST, BEST, WORST, HORRIBLE, BEAUTIFUL. They are used to create an emotional response in the viewer. Which words in this ad are loaded and what do they try to make you feel?

Jargon is special words or expressions used by a profession or industry. The words signal expertise and establish credibility about a product. What jargon can you find in this ad?

Assertion is when an idea is presented as fact without evidence. It is used to show authority and make a claim sound factual. Take a look at this ad. What is the ad trying to say? Is it always true? Why or why not?

Check Yourself

Can you identify persuasive language techniques in the following ads?

Multiple Choice

Which persuasive language technique does this ad use?

• ethos

• figurative language

• loaded words

• alliteration

Multiple Choice

Which persuasive language techniques does this ad use?

• alliteration, pathos, and loaded words

• loaded words and ethos

• logos and repetition

• pathos and figurative language

Multiple Choice

Which persuasive language technique does this ad use?

• exaggeration

• alliteration

• rule of three

• assertion

Multiple Choice

Which persuasive language techniques does this ad use?

• jargon and logos

• jargon and pathos

• jargon and ethos

• logos and figurative language

Multiple Choice

Which persuasive language techniques does this ad use?

• pathos and repetition

• pathos and rule of three

• rule of three and figurative language

• rule of three and assertion

Multiple Select

Which persuasive language techniques does this ad use? Check all that apply.

• alliteration

• ethos

• repetition

• exaggeration

Multiple Choice

Which persuasive language techniques does this ad use?

• alliteration and ethos

• repetition and jargon

• alliteration and rule of three

• rule of three and repetition

Multiple Choice

Which persuasive language techniques does this ad use?

• rule of three and jargon

• ethos and figurative language

• rule of three and exaggeration

• figurative language and exaggeration

Multiple Choice

Which persuasive language techniques does this ad use?

• Logos and assertion

• Logos and rule of three

• Assertion and repetition