Tulips in bloom in Holland
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?
ASSIGNMENT: Due by midnight Friday, March 26
Open up a google document, and respond to the following as your read and watch. There are several small parts to the assignment. Follow the numbers, so as to know where the information is to be found.
Let's review the steps.
Part 1: What is advertising?
1) Below you will find the definition of advertising.
2) Read through the 4 P's of marketing:
product, pricing, placement and promotion. On the
5. 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.
6. 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! I would suggest you watch this several times.
attributes of demographics (pay particular attention to geographics, psychographics and demographics)
7. 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.
advertisement 5:
nike
advertisement 6:
misty copeland
Part 1: What is advertising?
1) Below you will find the definition of advertising.
Please read and then paraphrase.*
*to express the meaning of using different words, especially to achieve greater clarity.
2) Read through the 4 P's of marketing:
product, pricing, placement and promotion. On the
same google document, paraphrase the four P's
of marketing, the purpose being to solidify your reading.)
3) Read the "general information".
4) Read "the importance of logos, ethos and pathos. (This was covered in 11th grade.)
5) Review and practice rhetorical techniques: logos, ethos and pathos
6. Read through the definition of demographics and watch this short video. You probably will need to watch it more than one and pause where needed.
(pay particular attention to geographics, psychographics and demographics and write out in your own words the meaning of the following:
a. geograhphics:
b. demographics:
c. psychographics
7 Follow the specific directions and apply to the six advertisements: two clips and four visual ads. Add the questions / responses to your word document.
8. What you will end up with is:
1.your definition of advertising
2.your definition of the "Ps" of marketing
3.your logos, ethos, pathos practice
4.your definition of marketing geographics,
demographics and psychographics and
5.and six sets of four questions that you have applied this information to six adverts.
Task Management suggestion:
Monday: complete Numbers 1 and 2
Tuesday: read 3, 4, 5 and complete rhetorical device practice
Wednesday: read / watch and complete 6: on demographic, psychograhics and geographics. The clip is short, but this is new information; so you will need to watch, pause, and take notes more than once.
Thursday / Friday: Apply the 4 questions to each of the 6 advertisements. Remember that this is due by midnight Friday.
3. General information: During the next three weeks, we will analyze print and commercial advertisements in terms of target audience, persuasive techniques, and production techniques.
. 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.
4. Of importance is how how advertisers use ethos, logos,
and pathos in creating an advertisement, much like we
would in a persuasive essay. We will also see how these are linked to
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.
4. Of importance is how how advertisers use ethos, logos,
and pathos in creating an advertisement, much like we
would in a persuasive essay. We will also see how these are linked to
demographics.
5. 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.
Copy and paste the following practice examples onto your google doc. For each, of the following extracts from advertisements, identify how ethos, pathos and logos are being used.
a. All True Make-UP
Because You Deserve the Best
b. Macaroni and Cheese
Just the Way Mom Makes It
c. Butterly's Knives
The Professional Choice
d. 4 our of 5 people
Choose Vitaease
For Effective Pain Relief
e. Dynamite Security
We Keep Your Family Safe
6. 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! I would suggest you watch this several times.
attributes of demographics (pay particular attention to geographics, psychographics and demographics)
7. 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?
Advertisement 1
Advertisement 2
Advertisement 3:
Advertisement 4:
nike
advertisement 6:
misty copeland
advertisement 7: some comic relief---enjoy
