A basic introduction to advertising and persuasion techniques used by advertisers

1. Advertising &
Commercialism:
The Impact on Teens
Presentation By:
Paula Trapani-Wiener
LRMS Librarian
March 2011

2. Credits:
Clip art created at:
www.imagechef.com
Definitions & Information adapted from:
Book:
Hart, Melissa. Media Literacy, Grades 7-8. CA: Teacher Created
Resources, 2010.
Websites:
http://www.media-awareness.ca/english/resources (Media Awareness
Network)
http://en.wikipedia.org/wiki/Advertising
http://en.wikipedia.org/wiki/Commercialism
Presentation By:
Paula Trapani-Wiener
LRMS Librarian
March 2011

3. A form of
communication
intended to
persuade an
audience (viewers,
readers or
listeners) to
purchase or take
some action upon
products, ideas,
or services.

4. Refers to the
tendency within
capitalism to
turn everything
into objects,
images, and
services sold
for the purpose
of generating
profit.

5. Advertising is
for most major
companies.

6. Kids & teens
are big
targets for
most
advertisers.

7. WHY Target Teens?
Did you know…
Last year,
young people
spent over
$170
Billion???

8. WHY Target Teens?

9. WHY Target Teens?

10. WHY Target Teens?
Kids are very likely to respond to advertisers’

11. Here are 10 Common
“Tricks” used by advertisers to
make you believe their product is
the best and then go out and buy it

12. #1
Example:
“That Betty White commercial was so
funny that I think I’m going to buy a
Snickers.”

13. #2
Example:
“If Beyoncé uses Revlon lipstick and
says it’s the best, then that’s what I’ll
buy.”

14. #3
Example:
“If I use / wear / buy / eat this product,
then I’ll be as
cool / beautiful / sexy / perfect as the people
in the ad ”

15. #4
Examples:
“After 1 bite of that snack food, you’re
soaring on a skateboard.” Or,
“That Kleenex commercial makes me cry
every time.”

16. #5
Example:
“Catchy” music or jingle or slogan that
sticks in your head

17. #6
Example:
Hearing the product name or song or
jingle over and over

18. #7
Example:
“Part of a healthy breakfast” OR,
“The taste of real fruit”

19. #8
Example:
“4 out of 5 dentists agree.”

20. #9
Example:
Wearing the “other” brand of sneaker
means you won’t play as well and you
won’t be as cool.

21. #10
Example:
“BOGO”

22. Not all Persuasion Techniques
are “Bad”
• Some ads can be labeled
“healthy media.”
• They send positive
messages to consumers and
don’t do anything to harm
them mentally or physically.
• Example: A commercial that
notes the importance of
exercise by showing
children laughing and
playing a sport.

23. “Unhealthy Media” Does the
Opposite
• These are ads that hurt
the consumer or send
unhealthy/ negative
messages.
• Ex.) A group of girls
being mean to another
girl because she’s
wearing the “wrong”
brand of jeans.
Message = you’ll only
be liked or cool if you
wear a certain brand.

24. Things to Consider when Creating
Your Own Commercials:
• The product you
want to sell
• Target audience
• Persuasion
Techniques (can
be more than 1)
• Healthy vs.
Unhealthy Media

25. Credits:
Clip art created at:
www.imagechef.com
Definitions & Information adapted from:
Book:
Hart, Melissa. Media Literacy, Grades 7-8. CA: Teacher Created
Resources, 2010.
Websites:
http://www.media-awareness.ca/english/resources (Media Awareness
Network)
http://en.wikipedia.org/wiki/Advertising
http://en.wikipedia.org/wiki/Commercialism
Presentation By:
Paula Trapani-Wiener
LRMS Librarian
March 2011