rev.commercials 2012 media

Preview of Coming Attractions!

• “In your face” persuasion = Big $ commercials!

• Aristotle’s rhetoric = the “magic 3”

• The case of the “brain-snatchers”= propaganda

• Featuring “The Special Effects” = techniques

Super Bowl Commercials 2012:

“In your face” persuasion

$3.5 million dollars for 30 second commercial

All spots sold out by January 6, 2012

Relevant factsRelevant facts

• Advertisers spend about $200 billion a year on TV advertising

•$200 Billion = $200,000,000,000

• The average American watches about 24,000 TV commercials a year

http://television-commercial.net/

POWER of PERSUASIVE TECHNIQUES:POWER of PERSUASIVE TECHNIQUES:

Making ConnectionsMaking Connections

• What is your favorite jingle? • What slogan for a product do you

find yourself saying?• What TV commercial has

influenced you to make a purchase?

Aristotle’s theories of

• based on character of speaker

relies on reputation of speaker/author


based on emotion /sentiment/feelings

Some psychologists say we are motivated only by pain and pleasure. Do you agree???


•*::. based on logic or reason


•Person others want to imitate

Personal qualities others want

Subset of Ethos


Venus Williams “testifies,” so

Nike Pays Her $5 Million a Year!

LeBron James

Nike Pays Him $13 Million Dollars a Year

WHO

“testifies” for and represents both

Nike

&

Buick?

David Beckam “testifies” for and holds Adidas’ biggest contract estimated at $160 Million over his lifetime!

Taylor Swift

“testifies”for

Cover Girl

Kobe System

http://www.youtube.com/watch?v=YDDrXXROm3I&safety_mode=true&persist_safety_mode=1&safe=active

http://www.youtube.com/watch?v=YDDrXXROm3I&safety_mode=true&persist_safety_mode=1&safe=active#http://www.youtube.com/watch?v=YDDrXXROm3I&safety_mode=true&persist_safety_mode=1&safe=active



• There are many strategies to persuade…some will

APPEAL, motivating in a positive way

ORREPEL , motivating in a

negative way

PRO paganda….? • Propaganda is the most powerful

form of persuasion that aims to change behaviors >by TURNING OFF thinking…

>by “brainwashing” … >by FORWARDING ideas not

necessarily owned by the thinker, but by an external force.

•The Invisible Children presentation?• D.A.R.E. Program?• Boy Scouts of America?• The Stampede?• (Give an example of BAD

propaganda…)

“Harm” if you don’t use!

aka “scare tactics”

Brinks Home Security, Flood Insurance Health Insurance, Life Insurance

Subset of Pathos

If you don’t buy ADT, you will experience a break-in and you may be hurt…

Everyone is doing it!

Party commercials: beer / Trix are for kids

-DEPICT EVIL to evoke anger

+DEPICT GOODNESS/WHOLESOMENESS to evoke happiness/well-being

The Body ShopNOT tested on animals!

Likely to attract opposite sexAXE Body Spray for Guys

Herbal Essence for Girls

gain importance or status

Car:Car:

CadillacCadillac

LexusLexus

BMWBMW

JaguarJaguar

You will have more friends; people will like you

Hair twister thing (Con

Tech. gadgets ______

Games (UNO, Trouble, Life, Twister)

Candy Pringles Chips

Clubs/sports ______

•NAME-CALLING on a broad scale…labeling a group or type of person

“ -”…Think racial slurs or prejudicial rants“+”…Think “brown-nosing”/ “buttering up”

• ad hominem means “to the man” = ATTACK MODE or off-topic compliment

Message: If you buy TIDE, you are helping others who have suffered disaster…

You do good things because TIDE does good things.What is the logic fallacy? Propaganda technique?

You will have fun, pleasure, joy.

Herbal Essences - shampoo

Aussie Commercials

Mountain Dew

Only bright people will understand this message.

T D Waterhouse

Schwab

Oppenheimer

Audience is NOT teenagers!

Card stacking: “THE MAN” only give you SOME of the facts…THINK political campaigns, dictitorial governments.

But WAIT…There’s MOREPROPAGANDA!

LOADED WORDSAttractive and/or powerful words DIS-TRACT, pulling the thinker

away from logic!

LOADED WORDSPurr words / Exaggeration/Hyperbole

“Sensational”“New and improved”“Low Carb”“Mouth watering”

You will be rewarded if you do good for others. Avon will give 10 cents toward

breast cancer research every time someone pulls on the rope"---please take a minute and do it!!!

Bracelets

Live Strong

Yoplait - Breast Cancer save the lids

Pop tops for Ronald McDonald

Identify thePROPAGANDA TECHNIQUE

being employed in the commercial techniques on each of the following

slides?

Techniques:

DramaMake you cry - Budweiser

Soldiers walking in the airport

CommercialCommercial

http://www.youtube.com/watch?v=ikDbGqW6xRY&feature=related

Commercial

Techniques:

ComedyBullfrogs - Budweiser Commercial

Cat & Boy & Knife - ….Sky diving - throw out a beer and people follow

CommercialCommercial

Techniques:

http://www.pajiba.com/seriously_random_lists/actors-more-famous-for-their-commercials-than-their-tv-and-film-credits.php

Famous Characters

Commercial

Techniques:Music / Jingle

I want to be like MikeI’m lovin’ itMacho Man - nachosBohemian Rhapsody - Mountain Dew

http://www.youtube.com/watch?v=SBzR--CrgAM

Power of MusicSing this:

773 - ___ ____ ____ - LUNA

Are any of you going to buy carpet soon?

Commercial

Techniques:Experts/Statistics / Results

Financial CompaniesMedicine / Pharmacy4 out of 5 dentists prefer Trident

Techniques:

Tag lines/ Slogan

Just do it

Taste the rainbow - Skittles

Oral Communications - commercials

Techniques:Technology / graphics/ special effects

Computer effectsCat chasing a rhinocerosBronco car moving like the animal bull

Techniques:Price Comparison

Meijer - Lower Prices / Higher StandardGeico Car InsuranceWalmart - Roll back pricesTarget - See Spot save

The lesson is over;go forth and prosper!

Use your notes as a “Baloney Detector” Kit to sift through illogical arguments and to be safe from the harmful effects of BAD propaganda!

Argue and Persuade with fairness and logic, and you will always be a winner!

Techniques:Testimonial

InfomercialsJenny Craig - Kristie AllyPro Active - Jessica Simpson & P. DiddySubway - Jared

TestimonialsJennifer Hudson - Weight Watchers

Katy Perry - Proactiv

1 out of 2 people will be in a serious car accident.

Ages:Kids – 5 – 12Teenagers – 13 – 18College – 19 – 27Young Married - 28 – 38Settled Married - 39 – 55Retired – 56 - ?

Gender:MaleFemale

http://superbowlcommercial

s.tv/4553.html

History of Soft Drink Commercials (2012):

Best Superbowl Ads – last 10 years (2012)

http://superbowlcommercials.tv/4164.html

Top 5 Car Commercials


Doritos CommercialsFinalists 2012


3 Best & 3 Worst Commercials

2011


ReflectionReflection

“Persuasion is all around you”

In addition to TV commercials, where else do you see persuasion all around you? Is that persuasion influencing you or your family in any way? Explain.

In 2009 what was the average amount of time spent with all forms of media for 8 – 18 year-olds in the US?

4:39 (4 hours, 29 minutes)8:299:4210:45

Information provided by Program for the Study of Media & Health – published date – January 20, 2010

http://www.pbs.org/teachers/digital-media-literacy/quiz-yourself/

Among 8 – 18 year-olds, 28% of the total amount of media exposure is spent “media multitasking” – using ( or being exposed to) more than one form of media at a time. How much of your media exposure include media multitasking?

12%29%35%49%

Of that total time, how much was spent with print media?

1:291:13:38:25

“I’m going to Disney World!”

2008Eli Manning, New York Giants, Super Bowl XLIIDavid Cook, Season 7 American Idol winner[14

2009Santonio Holmes & Ben Roethlisberger, Pittsburgh Steelers, Super Bowl XLIIIKris Allen, Season 8 American Idol winnerBruce Springsteen during the Super Bowl XLIII halftime show

2010Drew Brees, New Orleans Saints, Super Bowl XLIVLee DeWyze, Season 9 American Idol winner

2011 Aaron Rodgers, Green Bay Packers, Super Bowl XLVScotty McCreery, American Idol Season 10 champion, American Idol

(Season 10)

$30,000 to record that phrase two times

Among 8 – 18 year-olds, is more time spent talking on a cell phone or consuming media (music, games, video) on a cell phone?

TalkingConsuming Media

What percentage of TV content is consumed online or on a mobile device among 8 – 18 year-olds?

59%21%12%8%

Of all time spent listening to music, 8 – 18 year-olds spent what percentage is spent listening to the radio?

41%229%23%12%

What recreational computer activity to 8 – 18 year-olds spend the largest proportion of time on??

Social NetworkingInstant MessagingPlaying GamesVideo Sites

What is the average amount of time that an 8 – 18 year-old spends with the PRINT version of a newspaper during a typical day?

:25 (25 minutes):15:07:03

When considering media exposure by race/ethnicity among 8 – 18 year-olds, which group is exposed to the MOST media (13:00) in a typical day?

WhiteBlackHispanic

When considering media exposure by race/ethnicity among 8 – 18 year-olds, which group is exposed to the LEAST (8:36) media in a typical day?

WhiteBlackHispanic

Among 8 – 18 year-olds, what percentage say they use a computer, watch TV, play video games, text message, or lisne to music while doing their homework “some or most of the time”?

19%25%31%56%

Among 8 – 18 year-olds, what percentage says the TV is left on even if no one is watching “some or most of the time”?

15%34%45%79%

rev.commercials 2012 media

Education