2. The Objectives
- To analyse the persuasive techniques in advertising
in order to reach media literacy skill and how it is used
in advertising
- To present “ English language” is used through
advertising
- To study the persuasive techniques/language of
persuasion that effect towards Consumers
- Data collection will be based on websites, researches
3. The Importance of Persuasive Techniques
towards media literacy
The goal of most media messages is to
persuade the audience to believe and
commercial advertising tries to persuade us
to buy a product or service
Learning these techniques is an important
media literacy skills by examining
advertising in order to keep in mind that
many media messages
4. Media Literacy in 21st Century
The Center for Media Literacy stated that "Media
Literacy is a 21st century approach to education. It
provides a framework to access, analyze, evaluate
and create messages in a variety of forms – from
print to video to the Internet. Media literacy builds
an understanding of the role of media in society as
well as essential skills of inquiry and self-
expression necessary for citizens of a democracy.”
5. Analyzing Persuasive Techniques in
Advertising
Product Comparison
Compare a product with the “inferior”
competition
Intended effect
Consumers believe the feature product
is superior
6.
7. Individuality
Appeals to consumers’ desire to be different
from everyone else
Intended Effect
Consumers celebrate their own style or rebel
against what others are doing
Consumers perceive the product as unique,
stylish or cool
8.
9. Celebrity Spokensperson
Uses a celebrity of famous person
to endorse a product
Intended Effect
Consumers transfer admiration or
respect for the celebrity to the
product
10.
11. Name-calling
Attacks people or groups to discredit
their ideas
Intended Effect
Consumers focus on the attack rather
than the issues
12.
13. Humor
Used to make audiences laugh, but provides
little information about the product or
service
It’s a powerful persuasion technique. When
we laugh, we feel good
Intended Effect
Consumers remember the advertising and
associate positive feeling with the product
14.
15. Emotional Appeals
Make viewers feel certain emotions,
such as excitement, sadness or fear
Intended Effect
Audience transfers that feeling to
the product
18. Bribery
Persuade us to buy a product by promising
to give us something else, like a discount, a
coupon, a free gift, sales, special offers
Intended Effect
Consumers are persuaded to buy a more
item and accept this information without
enough real evidence
19.
20. Conclusion
Media literacy beginners will be better
able to make your own decisions to
believe or do something/buy ,vote, give
money etc.
