EXAM 2 - Advertising Lecture

Question 1

definition: to announce or praise a product, service, etc. in some public medium of communication in order to induce people to buy or use it

Answer 1

advertising

Question 2

“_____ is the art of arresting the human intelligence just long enough to get money from it”

Answer 2

advertising

Question 3

What are the 3 major persuasive techniques used in advertising?

Answer 3

pathos, logos, ethos

Question 4

What technique is an appeal to emotion?

Answer 4

pathos

Question 5

What technique is an appeal to logic or reason?

Answer 5

logos

Question 6

What technique is an appeal to credibility or character?

Answer 6

ethos

Question 7

ex of ____ technique:
-emotional or imaginative impact
-stories

Answer 7

pathos (emotion)

Question 8

ex of ____ technique:
-tone/style
-trustworhtiness or reputation

Answer 8

ethos (credbility)

Question 9

ex of ____ technique:
-reasoning or argumentation
-facts, figures, case studies

Answer 9

logos (logic)

Question 10

Which persuasive technique?
-gives evidence and statistics you need to fully understand product or position
-“straight facts”

Answer 10

logos

Question 11

Which persuasive technique?
-tries to convince you that a company, product or cause is more reliable, honest &/or credible
-“ethics” or ethical
-the “right” thing to do

Answer 11

ethos

Question 12

Which persuasive technique?
-attempts to evoke an emotional response
-happiness - someone enjoying a product
-pain - someone hurting
-fear/guilt - image of mistreated animal

Answer 12

pathos

Question 13

Are the 3 persuasive techniques used alone or in combination?

Answer 13

in combination

Question 14

What are common persuasive techniques often used in advertising?

Answer 14

-slogan
-repetition
-bandwagon
-testimonial
-emotional appeal
-expert opinion

Question 15

Most product advertisements (especially in the past and American culture) focus on intrinsic/extrinsic values?

Answer 15

extrinsic

Question 16

_____ values:
-conformity - to fit in
-image - to look attractive to other people
-financial success - to be wealthy
-achievement - personal success
-power - social status & prestige; control or dominance

Answer 16

extrinsic

Question 17

PERSUASIVE advertisements today focus on intrinsic/extrinsic values?

Answer 17

intrinsic

Question 18

______ values:
-affiliation - to have satisfying relationships with family and friends
-self-acceptance - to feel competent
-community feeling - to improve the world through activism
-benevolence - preserving and enhancing the welfare of those with whom one is in frequent personal contact with
-universalism - understandings appreciate for the welfare of all people and nature

Answer 18

intrinsic

Question 19

Which persuasive technique?
-uses the argument that a person should believe or do something because “everybody else” does

Answer 19

bandwagon

Question 20

What is the intended effect of bandwagon?

Answer 20

-consumers buy the product because they want to fit in
-consumers assume that is others buy it, the product MUST be good

Question 21

Which persuasive technique?
-dishonest tactic in which a salesperson lures customers into a store with the promise of a bargain

Answer 21

bait & switch

Question 22

What is the intended effect of bait & switch?

Answer 22

consumers are persuaded to buy a more expensive item

Question 23

What is the intended effect of celebrity spokesperson?

Answer 23

consumers transfer admiration or respect for the celebrity to the product

Question 24

Which persuasive technique?
-uses a celebrity or famous person to endorse a product

Answer 24

celebrity spokesperson

Question 25

Which persuasive technique? -makes viewers feel certain emotions, such as excitement, sadness or fear

Answer 25

emotional appeals

Question 26

What is the intended effect of emotional appeals?

Answer 26

audience transfers that feeling to the product

Question 27

Which persuasive technique? -emphasizes highly valued beliefs, such as patriotism, peace or freedom

Answer 27

glittering generalities

Question 28

What is the intended effect of glittering generalities?

Answer 28

consumers accept this information, often without enough real evidence to support the claim

Question 29

What is the intended effect of humor?

Answer 29

consumers remember the ad and associate positive feelings with the product

Question 30

Which persuasive technique? -used to make audiences laugh, but provides little information about the product or service

Answer 30

humor

Question 31

Which persuasive technique? -appeals to consumers' desire to be different from everyone else; opposite of bandwagon appeal

Answer 31

individuality

Question 32

What is the intended effect of individuality?

Answer 32

-consumers celebrate their own style, or rebel against what others are doing -consumers perceive the product as unique, stylish or cool

Question 33

What is the intended effect of loaded language?

Answer 33

-words appeal to consumers' emotions, rather than their reason -purr words, such as "fresh: or "juicy" make a product seem more desirable

Question 34

Which persuasive technique? -uses words with positive or negative connotations to describe a product or that of the competitions, such as purr, snarl or weasel words

Answer 34

loaded language

Question 35

Which persuasive technique? -attacks people or groups to discredit their ideas

Answer 35

name-calling

Question 36

What is the intended effect of name calling?

Answer 36

consumers focus on the attack rather than the issues

Question 37

Which persuasive technique? -shows ordinary people using or supporting a product or candidate

Answer 37

plain folk

Question 38

What is the intended effect of a plain folk?

Answer 38

consumers trust the product because its good enough for regular "folks"

Question 39

Which persuasive technique? -compares a product with the "inferior" competition

Answer 39

product comparison

Question 40

What is the intended effect of product comparison?

Answer 40

consumers believe the feature product is superior

Question 41

________ advertising -implying that others (competitors) engage in some activity through one's own denial

Answer 41

implicative

Question 42

_____: information, especially of a biased or misleading nature, used to promote or publicize a particular political cause or point of view

Answer 42

propaganda

Question 43

What is a classic example of implicative advertising?

Answer 43

when chicken packages advertise "no hormones", it implies that other companies do have hormones; completely ridiculous because it already is a legal requirement to NOT feed chicken hormones

Question 44

Do chickens need hormones, why have they gotten so much bigger?

Answer 44

no; chickens got so large due to selective breeding and the same for Great Danes

Question 45

Moe's "scared of added hormones in your chicken" is an example of the ___ technique.

Answer 45

call out

Question 46

Explain how the attitude of superiority makes it easy for advertisers to exploit people?

Answer 46

people think that they, individually are relatively resistant to advertising influence while the greater population are more susceptible and gullible

Question 47

"its not the easy way, its the Perdue way" harps on lack of what?

Answer 47

antibiotic use

Question 48

Who calls out 'antibiotic advertising' as being a scam (legally required)?

Answer 48

Sanderson

Question 49

What is the Perdue response?

Answer 49

brings up Oregano in water as an added nutritional element for the chicken, again harps on 'no antibiotics ever'

Question 50

What is Sanderson's response?

Answer 50

"no antiobiotics ever" is a bs marketing gimmick because it sounds good, doesn't distinguish anything

Question 51

_____ values focus on how you appear to the world while ____ values focus on how you feel about the world.

Answer 51

extrinsic; intrinsic

Question 52

______ motivation comes externally while ____ motivation drives people from within (makes doing a task more meaningful).

Answer 52

extrinsic; intuisce

Question 53

democratic, sustainable, ecological, & organic are words associated with a positive thing that people don't question & go alone with ---> represents the _____ technique

Answer 53

glittering generalities

Question 54

Describe the scam of the Humane society on the US?

Answer 54

-85% of HSUS TV fundraising features shelter pets -99% of their budget does NOT go to animal shelters

Question 55

How are humane society commercials an example of bait and switch?

Answer 55

-raise millions of dollars doing commercials about animal shelters (like the one with the dog talking about going to the shelter because his owner is terrible) -however, most of their budget foes towards preventing people from eating meat--> not towards animal shelters

Question 56

What ad exposed the Humane society?

Answer 56

ad with lawyers in place of pets in the shelter