2. INTRODUCTION
Manufacturers are constantly trying to hook
readers, television viewers and Internet
explorers into buying products and services they
say we "must have". Good health, success and
beauty will only go to those who buy their
products. We need to be critical in interpreting
the language and images we view every day.
Familiarizing ourselves with the techniques used
by marketing experts can only make us more
discerning consumers.
3. THE TASK
You are about to do an activity that
will help you identify and investigate
the effect of words and images and
the way they are used in advertising.
Activities 1-3 will be worth 10 pts. each
Activity 4-will be to create your own advertisement employing and
explaining the strategies you have learned to be a marketing whiz.
This will be worth 70 pts.
4. The language of advertising is, of course, normally very
positive and emphasizes why one product stands out in
comparison with another. Advertising language may not
always be "correct" language in the normal sense. For
example, comparatives are often used when no real
comparison is made. An advertisement for a detergent
may say "It gets clothes whiter", but whiter than what?
A study of vocabulary used in advertising listed the most
common adjectives and verbs in order of frequency. They
are:
5. Adjectives Verbs
new make
good/better/best get
free give
fresh have
delicious see
full buy
sure come
clean go
wonderful know
special keep
crisp look
fine need
big love
great use
real feel
easy like
bright choose
extra take
safe start
rich taste
Good and new were over twice as popular as any other adjective.
6. TASK 1
List and identify common propaganda
techniques. Identify three of these
techniques which have led you to
desire or actually buy a product.
Briefly explain the appeal of your
selections. Send your answers for
validation.
7. TASK 2
• Identify and define “weasel words" and how they
influence buying power. Explain how these "weasel
words" appeal to the consumer. Send your answers
for validation.
8. A weasel word (also, anonymous authority) is an
informal term for words and phrases aimed at
creating an impression that something specific
and meaningful has been said, when in fact only
a vague or ambiguous claim has been
communicated. It is a synonym to tergiversate.
Most weasel words could be divided into three
categories:
Numerically vague expressions (e.g. "some
people", "experts", "many")
Use of the passive voice to avoid specifying an
authority (e.g. "it is said")
Adverbs that detensify (e.g. "often", "probably")
9. TASK 3
Link to three ads or commercials and point
out:
a. What is the target audience?
b. What is the appeal?
c. What is the underlying message?
Send your answers for validation.
10. FINAL TASK
Choose one of the following:
*design an ad of your own using
language tricks and propaganda
techniques learned on this webquest
*design a truthful ad of an existing
ad campaign. Design a "show and tell"
ad -- one that shows truth in
advertising
http://creativity-online.com/
11. CONCLUSION
You have just completed a webquest which
explored advertising, media and the
importance of language. You are now
ready to go to the mall, and make wise
decisions in all your shopping excursions.
