Year 8 Media Arts · Responding — Analyse and Evaluate · 9m read

Advertising and Persuasion

Ads are designed to get inside your head. Learning their techniques makes you a smarter consumer and creator.

Learning objective: Analyse persuasive techniques in advertising.

By the end of this lesson you can:

• I can identify persuasive techniques.
• I can analyse target audiences.
• I can create a persuasive media product.

Ads are fishing lines. Advertisers cast a hook (an attention-grabbing image), bait it (a desire or fear) and reel you in (call to action). Recognising the hook stops you being caught.

How ads work

PERSUASIVE TECHNIQUES:
• Emotional appeal, bandwagon, celebrity endorsement, humour, fear, testimonials, catchy slogans and jingles, statistics.

VISUAL TECHNIQUES:
• Colour, lighting, close-ups of the product, attractive models, text placement.

TARGETING:
• Demographics and interests; social media algorithms and influencers.

REGULATION:
• Ad Standards in Australia; rules for advertising to children.

| Technique | How it works | Example |
|---|---|---|
| Bandwagon | Everyone's doing it | "Join millions of users!" |
| Celebrity endorsement | Famous face trusted | Athlete in sneaker ad |
| Fear / FOMO | Worry about missing out | "Only 3 left!" |
| Emotional appeal | Happiness, love, nostalgia | Family Christmas ad |
| Statistics | Numbers seem scientific | "9 out of 10 dentists…" |
| Humour | Memorable, likeable | Funny mascot |
| Influencer marketing | Trusted creator recommends | Sponsored post (#ad) |

Key ideas at a glance

• Identify the target audience: Who is it for?
• Spot the technique: Name it.
• Find the call to action: What do they want you to do?
• Check for disclosure: #ad, sponsored.

Worked example (Easy)

"Everyone's switching to Brand X!" uses which technique?

1. Technique. Bandwagon.

Answer: Bandwagon.

Worked example (Medium)

Analyse a sneaker ad featuring a famous basketballer dunking in slow motion.

1. Technique. Celebrity endorsement.
2. Visual. Low angle, slow motion = power.
3. Message. Wear these to be great.
4. Call to action. "Shop now".

Answer: Celebrity endorsement and powerful visuals imply the shoes bring greatness.

Common mistakes

• Ignoring visual techniques Images persuade as much as words. Fix: Analyse colour and framing too.
• Not noticing influencer ads Persuasion is hidden. Fix: Look for #ad and brand deals.

Advertising rules in Australia

Australian advertising is guided by codes from Ad Standards and the AANA. Influencers must clearly disclose paid content (e.g. #ad).

There are extra restrictions on advertising to children and on products like junk food, alcohol and gambling.

Practice questions

1. Using a famous athlete to sell shoes is:

   1. Bandwagon
   2. Celebrity endorsement
   3. Fear appeal
   4. Statistics

   (1 marks)

2. How do influencers persuade audiences?

   (2 marks)

3. "Join millions of happy customers" uses:

   1. Bandwagon
   2. Fear
   3. Statistics only
   4. Humour

   (1 marks)

4. A call to action is:

   1. A camera move
   2. What the ad wants you to do
   3. A logo
   4. A jingle

   (1 marks)

5. Explain why influencer marketing can be very persuasive.

   (2 marks)

Summary

• Know persuasive techniques.
• Analyse target audience.
• Ads are regulated.
• Spot the hook, the bait and the call to action.