Gcse advert persuasive techniques

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Key persuasive techniques use in advertising.

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Gcse advert persuasive techniques

  1. 1. GCSE - Cross Media
  2. 2. Humour Humour makes adverts more memorable. If you can make people laugh, you can persuade them!
  3. 3. Repetition Slogans, images and brand names can be repeated and add creditability to a campaign. Slogans remain in the memory long after the advertising campaign has finished.
  4. 4. Shock Tactics Benetton and Barnardo‟s have used shock tactics to grab the attention of the audience
  5. 5. Sex Sells The most effective and persuasive technique. If people think the product will make them more attractive to the opposite sex then they will buy it.
  6. 6. Stereotypes These are useful in advertising because they are easily identifiable and tend to bring certain messages with them Example: Indian Mother in Tilda Rice Advert 2007
  7. 7. Intertextual references Using other texts to create or ad meaning to an advert
  8. 8. Fear You must buy this product or something bad will happen!
  9. 9. Warm & Fuzzy Uses sentimental images to sell products
  10. 10. Beautiful People Using good looking models as if telling us we will look like them if we use the product!
  11. 11. Reward and Punishment Probably the most important persuasive tool in advertising. Physical Rewards are offered like - BOGOF, or a cream that makes you look younger. Rewards can be psychological though - example Dog food that „gives him a healthy coat and gums‟. If you don‟t buy the food you will be punishing your dog
  12. 12. Signifier What is literally „in the picture‟, such as colours This is known as denotation
  13. 13. Signified The interpretations or meanings which can be associated with parts of the picture. This is known as connotation. E.g the colour green has connotations of envy, nature and eco - friendliness
  14. 14. Preferred Meaning All media texts have preferred meanings. It‟s the way they are constructed to encourage you to see them in a certain way. Example the lighting Nike was attacked by church or shot angle used for Christ like picture.
  15. 15. Anchorage When an advert uses a caption to fix the meaning of an image Example: WELLA Shockwaves advert “Style like an angel, play like a devil.”

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