Writing Persuasive Media Copy. Developing and writing Commercials, Promotions, and Announcements . Persuasion. Persuasion is a type of communication that interests many people advertiser political candidates and parties public organizations such as public health organizations or MADD
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Developing and writing Commercials, Promotions, and Announcements
W-U-A-G, one-oh-three point one, Greensboro.
age, gender, economic level, political orientation, occupation, education, ethnicity, geographical location
lifestyles, interests, attitudes, beliefsAudience Analysis
Understanding human motivation
persuasion based on facts or product claims
product or service fills practical needs
maintenanceLogical and Emotional Appeals
Competence and mastery of tasks
Attention and recognition from others for our competencies
Can be related to desire for powerEsteem Needs
rooted in poverty
fortunes drastically ebb and flow with the state of the economy
Belongers–largest and least wealthy-- being accepted is extremely important to this group --tend to prefer heritage brands
Emulators–want to be accepted, noticed and envied-will sacrifice economy and maintenance for looks
Achievers–have acquired success and economic status but continue to push for more social prizes
Traveling first class may be an indulgence –more expensive than economy- but may also make someone traveling for business more productive –arriving rested and ready to work.
Stop in soon...
The next time you’re in the mood for…
But wait! There’s more!
For all your ___needs.
lowest possible prices
superAvoid Clichés and Superlatives
Political advertising has become a critical part of any candidates campaign
A successful spot is one that gets your candidate (client) elected.Political Persuasion
As you might tell from the examples used in this presentation, humor can play a powerful role in advertising. But the joke must never interfere with the message. What is the message of this spot?