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Argument is everywhere and may seem invisible.

Argument is everywhere and may seem invisible. Consumers are bombarde d with arguments that persuade a potential buyer using real and perceived values. Discuss: What is real ? What is perceived ? Does it belong in the “bad”, “good”, or “impulsive buyer’s worst nightmare” category?.

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Argument is everywhere and may seem invisible.

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  1. Argument is everywhere and may seem invisible. Consumers are bombarded with arguments that persuade a potential buyer using real and perceived values.

  2. Discuss: What is real? What is perceived? Does it belong in the “bad”, “good”, or “impulsive buyer’s worst nightmare” category?

  3. Denotation vs. Connotation • Denotation: Dictionary meaning. • Connotation: Implied meaning and/or word associations.

  4. Analyze Print Ad#1 (as a class)

  5. Analyze Print Ad#2 (with a partner)

  6. Non-Print Advertisements Use… • Facts • Humor • Story • Celebrity-Appeal • (and/or) Character-Appeal

  7. Facts https://www.youtube.com/watch?v=hRYxTnl7wyI • How do the facts add to the argument? • What are the real and perceived values in the language and images? • Which is more persuasive: the method of hooking the viewer or the language and images?

  8. Humor https://www.youtube.com/watch?v=Ijeg-jeTUBs • How does the humor add to the argument? • What are the real and perceived values in the language and images? • Which is more persuasive: the method of hooking the viewer or the language and images?

  9. Story https://www.youtube.com/watch?v=vtP-S9OS0o0 • How does the story add to the argument? • What are the real and perceived values in the language and images? • Which is more persuasive: the method of hooking the viewer or the language and images?

  10. Celebrity-Appeal https://www.youtube.com/watch?v=oSTy4qVw9yQ • How does the celebrity add to the argument? • What are the real and perceived values in the language and images? • Which is more persuasive: the method of hooking the viewer or the language and images?

  11. Character-Appeal https://www.youtube.com/watch?v=crEEpGDtcL8 • How does the character (morals/ethics) add to the argument? • What are the real and perceived values in the language and images? • Which is more persuasive: the method of hooking the viewer or the language and images?

  12. Analyze Non-Print Ad#1 (as a class) https://www.youtube.com/watch?v=R55e-uHQna0

  13. Analyze Non-Print Ad#2 (with a partner) https://www.youtube.com/watch?v=WEJJUGJZxpU

  14. Checking in… Today’s goals were: • Students will understand that consumer marketing is a science intended to persuade consumers to make a choice. • Students will also understand that non-print advertisements tend to fall into five categories: facts, humor, story, celebrity-appeal, and/or character-appeal. How well do you feel about these goals now? • 4: I could easily teach someone else about the intentions behind marketing and the five methods non-print advertisers use. • 3: I would be a little hesitant teaching someone else, but I think I have a decent understanding. • 2: I still have questions about the intentions behind marketing and/or the five methods non-print advertisers use. • 1: I don’t understand the intentions behind marketing and/or the five methods used by non-print advertisers whatsoever.

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