If you want to get at the roots of contemporary advertising, you may need to go back about 2, years. It was Aristotle who first coined the three artistic proofs that are at heart of rhetoric and persuasive argument, which, in turn, are the foundation of getting people to buy what you have to sell: Ethos, Pathos and Logos.
Session One Introduce the lesson by engaging students in a brief discussion about their experiences with and the effects of advertising. You may want to ask students: Where do you encounter advertising? They will likely mention television, billboards, radio, Websites, school hallways, and so on.
Which specific advertisements "stick in your head? They might mention music, catchy slogans, celebrity appearance, the appeal of the product itself, and so forth. Do you think advertisements have an effect on your personal interests? You will likely find that students have little trouble naming ads with which they are familiar, but most will claim that they have little effect on their habits, interests, or behaviors.
Explain to students that advertisers very carefully construct their ads to make them memorable and appealing to consumers, and that the ways in which they try to convince them to buy products are similar to the ways they have been taught to write persuasively, using certain techniques and aiming toward a particular audience.
Distribute the Persuasive Techniques in Advertising handout and introduce the concepts of pathos, logos, and ethos, defined at the top of the handout.
Students should understand that these rhetorical strategies are similar to those used in a persuasive writing assignment, and that they will use these strategies when creating their own commercial by the end of this unit.
Encourage students to make connections to examples of each of the terms they have used in persuasive writing of their own. This is an appropriate time to clarify that the word logos in this context should not be confused with a brand-specific image or insignia referred to as a logo.
After explaining the concepts of pathos, logos, and ethos, have students practice identifying the three techniques by placing a P, L, or E in the blank next to the examples at the bottom of this handout.
Have students share their responses with a partner and check for understanding by conducting a brief discussion of the examples.
Although most of these examples were designed to have one clear answer, be sure to emphasize to the students that pathos, logos, and ethos are not always separate entities and may often overlap with one another.
For example, "Nine out of ten dentists choose Crest," suggests that the dentists are credible experts ethosand also includes a statistic logos. Deepen students' understanding of the concepts of pathos, logos, and ethos with visual examples by sharing with them the Persuasive Techniques in Advertising online video.
You may want to pause and have students explain how the television, print, and online advertisements utilize the three rhetorical strategies.
The narration in the commercial further explains their use in each advertisement. Explain that these are more specific types of strategies that advertisers use and that many overlap with pathos, logos, and ethos.
For example, you may mention that patriotism is a strategy meant to evoke certain emotions, and would therefore constitute a use of pathos. Close the session by explaining to students that in future sessions, they will be examining existing advertisements with their new analytical skill and applying it to creating ads of their own.
Encourage students to begin looking at advertisements they encounter in terms of these three techniques. Session Two Begin with a brief review of the concepts of pathos, logos, and ethos from the previous session.
Ask students to demonstrate their growing understanding by providing examples of each of the techniques from advertisements they have recently seen.
Now introduce the term demographics to students: Have students discover which demographic group s they fit into by completing the Demographics: When creating their group commercials in a later session, students will need to consider the demographics for their product.
Explain to students that this is how advertisers think of consumers: Even when an advertisement is appealing to the idea of individuality such as Burger King's "Have It Your Way" promotionadvertisers are appealing to the demographic group of "people who like to be thought of as individuals," not to any single consumer.
Continue the discussion of demographics by distributing the Targeted Commercials handout, which will further explore the concept of demographics. Ask students to begin applying their understanding of demographics and targeted advertising by showing the first part of a television program of your choice.
Since the purpose of this activity is to show how advertisers cater to a show's intended audience, you may want to make sure you are presenting a show with commercials that very obviously target a specific demographic.
Have students use these factors and any other prior knowledge they may have of the show to determine the probable demographics.Jun 30, · If you want to get at the roots of contemporary advertising, you may need to go back about 2, years. It was Aristotle who first coined the three artistic proofs that are at heart of rhetoric.
We used this example to identify features and grammatical devices of persuasive adverts and come up with our own. Then we boxed up the sections into a plan for innovation.
Lesson ideas also included for creating interest first.
4/4(7). Persuasive Writing: Advertisements (Matthew Sephton) Advertisements (Jayne Hamilton) Persuasive Advertising Examples (Justin Stretch) Facts or Opinions (in Advertising) (Lynda Spencer) Persuasive Writing: Persuasive Writing (Peter . Student Models. When you need an example written by a student, check out our vast collection of free student models.
Scroll through the list, or search for a mode of writing such as “explanatory” or “persuasive.”. In this lesson, you will learn how to write a persuasive product advertisement using the AIDA principle, and how supporting evidence will assist you in persuading your reader.
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