Monday/ Tuesday/ Wednesday April 1, 2, 3 advertising techniques analysis

Chicago   Chicago has a new mayor, and for the first time in history, it's a gay black woman. Lori Lightfoot won a historic runoff against another African-American woman, and will replace current Chicago Mayor Rahm Emanuel, who was not seeking a third term. Prior to her win, Lightfoot, a former assistant US attorney, was appointed by Emanuel to head Chicago's newly-created police accountability task force. Under Lightfoot, the city also replaced its widely criticized police oversight agency with a civilian body designed to have much more oversight over officers and their supervisors. Whoever it was, Chicago's incoming mayor was bound to inherit the responsibility of tackling the city's ongoing struggles with gun violence, crime and police-community relations.

Learning Target: I can evaluate a speaker’s point of view, reasoning, and use of 

evidence and rhetoric,assessing the stance, premises, links among ideas, word 

choice, points of emphasis, and tone used.


Critical vocabulary 

Note: There will be a matching quiz on Friday. April 5. This will count for a homework (10%) grade. If you have a lesson, make plans to take the quiz sometime on Thursday.  (class handout to help you review)

1.Loaded words

Words with strong associations such as “home,” “family,” “dishonest” and “wasteful.”

2. Transference

Attempts to make the audience associate positive words, images, and ideas with a product and its users.

3.Name calling

Comparing one product to another and saying it is weaker or inferior in quality or taste.

4. Glittering generality

Using words that are positive and appealing, but too vague to have any real meaning, like “pure and natural.”

5. Testimonial

A product is endorsed by a celebrity or by an expert.

6. Bandwagon

The advertiser tries to make you feel like everyone else has the product and if you don’t have it too, you’ll be left out.

7. Snob appeal

The opposite of the bandwagon technique, snob appeal makes the case that using the product means the consumer is better/smarter/richer than everyone else.

8. Repetition

A product’s name or catchphrase is repeated over and over, with the goal of having it stick in the viewer or listener’s mind.

9. Flattery

The advertiser appeals to the audience’s vanity by implying that smart/popular/rich people buy the product.

10. Plain folks

The advertiser says or implies that people just like you use a product. (This often takes the form of a testimonial.)

11. Emotional appeals

The advertiser appeals to people’s fears, joys, sense of nostalgia, etc.

12. Facts and figures

Using statistics, research, or other data to make the product appear to be better than its competitors.

13. Special offer

The advertiser offers a discount, coupon, free gift, or other enticement to get people to buy a product.

14. Urgency

The advertiser makes you feel like you need the product right away.

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Assignment: Below you will find 25 creative ads. On a word document, 

number 1-25  (Due Wednesday, April 3 midnight)

Support this with specific evidence from the advertisement.

 Remember that the 3rd quarter ends on Friday,

 April 12. Missing work? 

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   First: see if you can guess the sponsor; that is what is being advertised. Some are obvious, others not so much, so you might have to research.

Second: name the demographic audience. Think 

carefully here about this. 

Consider age, gender, economics, 

ethnicity, geography and education. This is 

complex, and many struggle with this.  

Third: what persuasive technique (s) do you observe? 

Select from the above.

All three parts must be complete to receive full 

credit. That's 4 points for each. 

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