NAVIGATORS: Monday, January 4 introduction to the advertising unity

Learning Targets:

I can draw evidence from literary or informational texts to support analysis, reflection, and research.
I can introduce precise, knowledgeable claim(s), establish the significance of the claim(s), distinguish the claim that logically sequences evidence.
I can use words, phrases, and clauses as well as varied syntax to link the major sections of the text, create cohesion, and clarify the relationships between claim(s) and reasons.
I can cite strong and thorough textual evidence to support analysis of what the text says explicitly as well as inferences drawn from the text, including determining where the text leaves matters uncertain.
I can determine the meaning of words and phrases as they are used in a text, including figurative, connotative, and technical meanings.
I can analyze and evaluate the effectiveness of the structure an author uses in his or her exposition or argument, including whether the structure makes points clear, convincing, and engaging.
Essential question: What is the relationship between rhetorical devices and demographics in advertising?

Addendum for Tuesday: Several folks have turned in the assignment for yesterday. It is due at the end of class today. Having looked over the received material, I have noted that not everyone has completed the assignment correctly. Your analysis of the commercials must contain specifics in terms of what you see to support your rhetorical argument (logos / ethos/ pathos) and specifics for the demographics. (Review the video.) Your response may be in paragraph form, but must be complete.

Advertising Unit

What is advertising?

1) Familiarize yourself with the following

definition of advertising.

2) Read through the 4 P's of marketing:

product, pricing, placement and promotion.

We are beginning our unit on advertising. During the next three weeks, we will analyze print and commercial advertisements in terms of target audience, persuasive techniques, and production techniques.

Then you will create

your own commercial. Whether we realize it, we are

constantly bombarded by advertisements - on TV, in

magazines, on billboards, on the sides of buses, etc. It

is important to look at advertisements critically, and to be

aware of the message the advertisers are trying to send. We

are not individuals to the advertising industry, but belong to

groups of people they wish to target.

Today, we will focus on how advertisers use ethos, logos,

and pathos in creating an advertisement, much like we

would in a persuasive essay.(This should be review)

Below I have included some information on these rhetorical

techniques and how they appear in advertisements. I have

posted four print advertisements and two commercials on

the blog below.

Please analyze the advertisements and

watch both commercials responding to the questions

below
.
These are due at the end of class on Tuesday, unless

have a legal extension. Class time needs to be more

productive.

Thus, you will turn in six sets of questions. Pay attention

to the target audience and which persuasive techniques

were used in each advertisement. Have fun!

Rhetorical Techniques in Advertising (this material should be familiar, but please review carefully.)

Pathos: an emotional appeal; an advertisement using pathos will attempt to provoke an emotional response in the consumer.
-Can be a positive emotion, such as happiness – an image of people enjoying themselves while drinking Pepsi.
-Can be a negative emotion, such as pain – a person having back problems after buying the “wrong” mattress.
-Can include the emotions of fear and guilt – images of a starving child to persuade you to send money.

Ethos: refers to establishing the credibility or character of the product.
-Will try to convince you that the company is more reliable, honest, and credible; therefore, you should buy its product.
-Can give statistics from reliable experts, such as nine out of ten dentists agree that Crest is better than any brand.
-Often, a celebrity endorses a product to make it more credible.

Logos: an appeal to logic or reason; the logos of an advertisement is straight-forward – it tells you exactly what the product does, how it works, what it is used for.
-Will give the evidence and statistics you need to fully understand what the product does: One glass of Florida orange juice contains 75% of your daily Vitamin C needs.

Make sure you understand the concept of demographics

Demographics: the characteristics that make up a human population such as gender, age, and race. Advertisers think of consumers not as individuals, but as members of groups that tend to believe, behave, or purchase in certain patterns.
Please watch this short clip and then when you turn in your assignment, list the common attributes of demographics as stated in the video. These seven are important.

Watch this!
attributes of demographics

Assignment instructions:

Using the information you received on ethos, logos and pathos in advertising, as well as on demographics, please answer the following questions for each advertisement, responding with specific details from the ad, as well as text or dialogue that supports your response. These should be well-written responses, demonstrating a sophistication of language conventions, analytic and reasoning skills.

1. What is the message?
2. What persuasive technique(s) is being employed? Explain.
3. Who is the target audience/target demographic? Explain. In what magazine or television station might this ad appear?
4. How is this an effective ad?

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