VIEWING SKILLS: ADVERTISING TECHNIQUES

Adapted  from Splaine, John. "Critical Viewing: K-8" School Library 
Media Activities Monthly October, 1990     Keeley Library  July 26, 2000		 See also
  • Visual and Media Literacy
  • Showing a Video
  • Film and Video Techniques
    		•

    "Advertisers and programmers appeal to self esteem."

    Illustrated or stated:
    The ad shows  a wealthy or important person driving a certain car. There is a beautiful woman seated next to him.    		 Implied: 
    Whoever buys the car, will be important, and/or will attract beautiful women.                         Discussiosn

    "Advertisers and programmers appeal to fear."

    Illustrated or stated: 
    The ad shows Jim's house after it has been burglarized. He did not have Brand Y security system installed.    		 Implied:
    Anyone who does not have Brand Y security system installed will be burglarized and suffer the same losses Jim did.
                                                      Discussiosn

    "Advertisers and programmers appeal to the emotions,..... rather than to the intellect."

    Illustrated or stated:
    Joe didn't use Brand X toothpaste, so his teeth were yellow. Consequently, the attractive woman in the ad was not interested.    		 Implied:
    If you use Brand X, you will become more appealing and will attract beautiful women.                Discussiosn

    "Advertisers and programmers appeal to a desire to associate with some famous people"

    Illustrated or stated:
    Basketball star, Joe Famous, is insured with X Life Insurance Company, and is telling you how wonderful the insurance is.    		 Implied:
    This must be a good company if Joe Famous  uses it and is publicly giving it his approval.          Discussiosn

    Some Critical Viewing Activities:

    During a television ad, cover the screen so that you only hear the words. Decide if the ad makes sense, and if it gives you reason enough to buy the product. Write down any emotional appeals the ad is making. Which emotions are they appealing to. Are they identifying with your age group or values? Will this make you want the product?
    Identify and count the number of zooms, cuts and other technical effects used to advertise the product. Would the product seem as glamorous without all the technical effects. What subject matter do the ads use to get you to buy the product?  Is the subject matter overly concerned with sexual behavior? Does it identify with  a certain lifestyle?

    SELECTED BOOKS IN THE KEELEY LIBRARY

    Television : identifying propaganda techniques 302.2345 O85 1990
    The want makers : the world of advertising : how they make you  buy 659.1 C592
    Advertising 659.1 M271

    PERIODICALS AND NEWS ARTICLES ONLINE

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    INTERNET RESOURCES
    Classified Web Resources Used for the Topic Guide Web LInks
    Kids and Advertising Marketing to Kids
    Critical Commentary on Advertising Advertising-Gender Issues
    Political Advertising Semeiotics of Advertising  (Advertising language)

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    Jane Constant  Keeley Library
    B.M.C.Durfee High School of Fall River
    September, 1978  to  June, 2001