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>>TEACHER: So far we’ve talked about how, we’ve taken notes on things that you can
do, little tricks you can use to improve your persuasive writing. Yesterday we talked about
how cell phones, we talked about whether cell phones were good or bad. Right? Then you came
up with reasons and that’s the main thing you have to do in persuasive writing. You
have to come up with excellent reasons. But we are going to go a different route today.
We are going to look at persuasive writing with advertising. You guys watch tv right?
>>STUDENTS: Yeah. A bunch. TV’s my favorite.
>>TEACHER: TV, you see lots of advertising on TV right? You guys see it pretty much every
day. If you don’t see it on television, where else do you see or hear advertising?
>>STUDENTS: Magazines, billboards, computers, hear it on the radio, newspapers.
>>TEACHER: All those things.
>>TEACHER: Alright, what we are going to concentrate on today. We are going to look at mainly magazines
and ads, but before we do that, we are going to talk about the methods that advertisers
use to get you to buy their product. Do you guys save up your money and buy things with
your money?
>>STUDENTS: No.
>>TEACHER: You guys, you might not know it, but advertisers target you. They try to design
advertising that appeals to you so you will want to buy their products. They target teens.
Teens are really important because you guys are just beginning to become consumers.
What is a consumer?
>>STUDENT: Buyer.
>>TEACHER: Someone who buys something.
>>STUDENT: Inaudible.
>>TEACHER: Someone who saves so they can buy something. Is that what you're saying?
>>STUDENT: Customer.
>>TEACHER: A consumer is a customer. So think about types of things that either you buy
with money that you have saved or things that you like your parents to buy you, that you
asked them to buy you. Chances are that you have seen it, you have been exposed to it
maybe through a friend. A friend has it and you would like to have it, or you’ve seen
an advertisement for it, right? So I want to explain the two pictures I have. This one,
it says JC Penney’s is emphasizing storytelling in new spots like this one. Doodle Heart which
deals with a girl’s feelings about a secret crush. So that’s supposed to tug at your
heartstrings make you to connect in your mind JC Penney’s.
>>STUDENT: Inaudible.
>>TEACHER: Because these kids are all decked out in JC Penney clothing and at the end it's
going to have the big logo that comes up for JC Penney.
>>STUDENT: Inaudible.
>>TEACHER: This one right here, says right here, 39 percent of women and 29 percent of men
claimed babies used in advertising caused a positive consumer response. Meaning if you
saw that, you would identify and that you would want to buy that toilet paper because
you saw the baby in the advertisement.
>>STUDENTS: Inaudible.
>>TEACHER: That is a category using humor and that is not on our chart, but it is a
very popular thing for advertisers to use because if you are laughing and feeling good,
you remember a product, right?
>>STUDENTS: Inaudible.
>>TEACHER: Alex, no magazines at this point. This says, music and other sound effects add to
the excitement of commercials, especially commercials aimed at kids. Those little jingles.
>>STUDENT: Carpet Tech.
>>TEACHER: Carpet Tech. You can’t just get it out of your mind. You can't get it out
of your mind, it makes you think about it.
>>STUDENTS: Inaudible.
>>TEACHER: Alright, one person tell me what ya'll are talking about.
>>STUDENTS: * Singing a jingle *
>>TEACHER: When do you see this commercial.
>>STUDENT: Oh, all the time.
>>TEACHER: I have never seen that commercial.
>>STUDENTS: Inaudible.
>>TEACHER: Right down here, it says, out of 60 billion broadcast hours, three fourths
of the advertisements are going to involve some kind of music. It puts you in a good mood.
>>STUDENTS: Inaudible.
>>TEACHER: Next one, let’s go cartoon characters. You all know this one and probably when you
were younger, it’s like the mom who doesn’t want to take the young toddler to the grocery
store because they start begging and crying for a certain kind of cereal off the shelve
because they saw the cartoon character on the product. Cartoon characters – we know
that one – we don’t really have to discuss that one. “Weazel Words”. Let’s talk
about that one.
>>STUDENTS: Inaudible.
>>TEACHER: Listen to this right quick, “Many experts accept that there is clearly some
evidence that a potential benefit may be experienced as we aim to treat the energy force of the
whole person, not the symptoms.” And this is just a whole bunch of “fluff”. “Many
experts”. It's weasel words. If you are going to sell a product and you say “many”
experts like it, then it sounds like it might be a really good product. Clearly “Some
evidence”, "some” is a weasel word. "Some evidence" does not necessarily say that it
is an excellent product. “Some evidence”. “May be experienced”, those are weasel
words. Look for words in commercials like: “part of”, “taste of real”, “natural”,
“new”, “better”, “tasty”, “because we care”. They are deceptive, things that
deceive you. I want you to try to find as many as you can but we don’t have much time.
We can take some time and look tomorrow if we can’t find any. But let me tell you,
last period they did not listen to me, it’s fun to look through these magazines and look
at advertisements, but you need to have a reason for tearing it out. Freeze. You do
not tear an ad out unless you can tell me what category it goes into. Understand? Don’t
tear it out unless you can support why you think it goes into that category.
Alright, go, see what you can find.
>>STUDENTS: * Working, chatter *
>>TEACHER: All right guys. I need you, listen so we can get out on time, I need you
to stack up your magazines nice and neat and I want you to stack up your advertisements
from your table.