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Argument is everywhere and may seem invisible.

In today's market, consumers are inundated with arguments that leverage both real and perceived values to influence purchasing decisions. This discussion explores the concepts of denotation and connotation to distinguish between these two types of values. We will analyze various forms of advertisements, including print and non-print, examining techniques such as facts, humor, storytelling, celebrity, and character appeal. Through this, we'll assess how these arguments shape perceptions and whether they fall into categories of being "good," "bad," or "impulsive buyers' nightmares."

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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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