Page 121 - SpringBoard_ELA_Grade7_Flipbook

aCTIvITy 2.4
How do They do It? analyzing ads
learNING sTraTeGIes:
Paraphrasing, Visualizing, Graphic Organizer
Technique
Paraphrase
Visualize
Bandwagon: Advertisers make it seem that everyone is buying this product, so you feel you should buy it, too. For example, an ad for a new video game may claim: “The ultimate online game is sweeping the nation! Everyone is playing! Join the fun!” This statement is intended to make you feel left out if you are not playing.
Avant-Garde: This technique is the opposite of bandwagon. Advertisers make it seem that the product is so new that you will be the first on the block to have it. The idea is that only supercool people like you will even know about this product.
Testimonials: Advertisers use both celebrities and regular people to endorse products. For example, a famous actor might urge consumers to buy a certain car. Pay close attention: sometimes the celebrity does not actually say that he or she uses the product.
Learning Targets
• Identify techniques used in advertisements.
• Determine the purpose of persuasive advertisements and analyze how they use language to achieve that purpose.
• Write an expository response describing the effectiveness of advertising techniques in an advertisement.
Advertising Techniques
1. To understand how advertisers market to teens, it is important to understand the many persuasive advertising techniques they use to make people want to Persuade comes from a Latin purchase their products. Read the descriptions of advertising techniques that
word meaning “to advise follow. Then paraphrase and create a visual representation of each technique. or urge.” The root -suad- is Your visualization may include both words and symbols.
Word CoNNeCTIoNs
Roots and Affixes
also related to “sweet.” To persuade, then, is to present an argument in a pleasing manner.
2. As you read about the techniques, think about the cause-and-effect relationship in advertising. For example, with bandwagon the persuasion may be that “Everyone is buying this product (cause), so you should buy this product, too (effect).” With the avant-garde appeal, it might be, “This product is the newest on the market (cause), and you should be one of the first to have it (effect).”
94 SpringBoard® English Language Arts Grade 7
© 2017 College Board. All rights reserved.