AD LOGICWHAT ARE TV COMMERCIALS REALLY SAYING?

Broadcasting 3rd Marking Period

Mind Map with a partner

Mind Map – with a partner, create a mind map and tell each other everything you know about commercials.

We all love commercials.

Right? But what’s the point?

Ad Logic

Companies sometimes spend billions of dollars on these commercials.

So what are they trying to accomplish?

Companies spend all that money…because they are hoping to persuade you to do something or buy something.

But how do commercials persuade us?

Let’s watch a few and find out…

http://www.streetfire.net/video/vw-darth-vader-commercial_2196221.htm

How does this commercial persuade you to buy a Passat VW? TALK ABOUT IT.

Nike

https://vimeo.com/9347833

What does this commercial do to make you want to buy gear made by Nike?

Think about it like this: the commercial is basically saying, if you wear Nike sports gear you will ________. (Fill in the blank)

Nike

Is the reasoning in this advertisement sound? In other words, do the reasons they give for buying Nike gear make any sense?

Notice how unrealistic this is. Just wearing Nike gear will not give you enough power to fight off evil after evil.

Let’s watch another one.

MacDonald’s – although it’s in Spanish, I think you’ll get the idea.

https://vimeo.com/12565813

Who is the audience of this commercial? In other words, WHO are they to trying to convince to eat at MacDonald's? Pay attention to who a commercial is targeting. Notice that an ad that aims to convince children or mothers is very different from a commercial that tries to convince teenagers or senior citizens.

http://vimeo.com/6206074

How about this one?

What EVIDENCE do they give you to prove that it will be worth your money to go see Avatar in the theater?

Notice how they pointed out that it was directed by the same director that made the movie Titanic. Why would that convince people to go see this movie?

Celebrities in Commercials

https://vimeo.com/28901911

http://www.buzzsugar.com/Video-Celebrity-Super-Bowl-Ads-2011-02-06-173740-13641707

Why would having a famous person in the commercial convince you to buy a product or go out and do something?

Celebrities in Commercials

If a celebrity likes a product, does that mean the product is good? Or is that irrelevant evidence -evidence that has nothing to do with the point the commercial is trying to make?

Now it’s your turn.

Watch the following commercials and analyze how each ad tries to persuade you to do something or buy something. After you watch each commercial, answer the five questions on your worksheet. Let’s go to work!

http://vimeo.com/27122031- Chevy

https://vimeo.com/2935907 - Coca-Cola

https://www.youtube.com/watch?v=AhccoFzeE1M - Evian/Kit-Kat

https://vimeo.com/44171693 - SoBe Life

https://www.youtube.com/watch?v=XP3cyRRAfX0 - Verizon