Download Plain Folks Appeal

What is advertising?
Advertising is the nonpersonal
communication of information
usually paid for and usually
persuasive in nature about
products, services or ideas by
identified sponsors through the
various media."(Bovee, 1992, p. 7)
What is Propaganda

the spreading of ideas, information, or
rumor for the purpose of helping or
injuring an institution, a cause, or a
person; ideas, facts, or allegations spread
deliberately to further one's cause or to
damage an opposing cause a public
action having such an effect. (Webster's
Collegiate Dictionary)
Billboards
Magazines
Newspapers
Z-mail
E-mail
Telemarketing
Aerial Advertising
Flyers/Posters
TV Commercials
Movie Ads
Internet Ads
How much
advertising
are we
exposed to?
Television
Our class results
1st Qtr
2nd Qtr
3rd Qtr
4th Qtr
Print
Our class results
1st Qtr
2nd Qtr
3rd Qtr
4th Qtr
Radio
Our class results
1st Qtr
2nd Qtr
3rd Qtr
4th Qtr
How does advertising influence us?
Language
Music
Camera Angles
Digital Images
Associations
Emotions
Common Appeals
Sex Appeal
Snob Appeal
Appeal to Authority
Plain Folks Appeal
Bandwagon Appeal
Sex Appeal: The use of
sex to sell a product.
 Appeal
to man: Minimal criteria for
sexual desire.
 Appeal
to woman: More difficult to
appeal to women’s desire in an ad.
Appeal to man or woman?
Appeal to man or woman?
Appeal to man or woman?
Snob Appeal
The
consumer will join the
ranks of the elite by using
the product.
Why is this snob appeal?
Why is this snob appeal?
Appeal to Authority

This selling device depends on a
spokesperson, a television star, a wellknown athlete, or a public figure to
endorse the item. Use of the product
will make the consumer as wealthy,
famous, talented, or beautiful as the
spokesperson.
How can this guy help sell underwear?
Why is this authority?
Plain Folks Appeal
 Reverse
snob appeal applies here.
"Good ol' boys like us believe in
plain, good-quality items. None of
this fancy stuff."
Why is this a plain folk appeal?
Bandwagon Appeal

These messages tell you that "everybody
is doing it" and you should join in. The
technique is often used by organizations
that are recruiting new members or
participation in a specific activity.
Why is this bandwagon?
Resources
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http://www.wsu.edu:8080/~taflinge/sex.html sex in
advertising, diamond ad, Ultres ad
http://www.coe.ufl.edu/courses/edtech/vault/SS/20s/
Snob.html snob appeal ad
http://www.nevada.edu/~ldr/lesson7ads.html
Marlboro Man ad
http://www.lostbrain.com/opinion/travis/jordanbriefs.h
tml Michael Jordan ad
http://www.phringe.org/album/politics/ Clinton ad
http://www.ads.com all other ads used