La sustancia es una estructura única, No hidrofóbico
1. Título breve del escenario de exposición 7: Uso en la industria textil
ask directly for the result you want. For exam-ple, “Now you can see why it is important for you to brush your teeth twice a day, beginning tonight.”
Practice
Your friend wants to vacation in the Bahamas this winter but you want to ski. You have a great deal on a ski package, including hotel and airfare, but it requires two people traveling together to get the reduced rates. How do you present this information to your friend?
There are dozens of correct answers, but using the list above, you could say:
“I know you want to go the Bahamas for the warm weather, but there won’t be many people our age at that resort. I’m worried we will get bored after sitting on the beach all day. The ski lodge I looked into is directly targeting 20-somethings.
They will give us a low rate on hotel, air-fare, and lift tickets, plus they are throw-ing a free party every night in their lounge for everyone who bought the package deal.”
P e r s u a s i v e A d v e r t i s i n g
There are two types of advertising. Informative mar-keting simply seeks to familiarize the consumer with a product or service by spreading the news about it. It can remind you of an existing product or introduce you to
a new one. In persuasive advertising, the marketer aims to manipulate your spending habits by making you want to buy his or her product or service. The manip-ulation can occur by appealing to the consumer’s senses, emotions, or intellect.
Some of the most common appeals and claims include:
■ Sensory appeal: a perfect looking product, an exciting background color, a catchy slogan or jingle
■ Sex appeal: can be accomplished through visu-als, voice, and/or word choice
■ Group appeal: can be a snob (makes consumer believe purchase will place him/her in ranks of the elite), an Average Joe (reverse snob
appeal—you will be like everyone else, won’t stand out), “in” group (you will be more popu-lar or cooler if you buy), or a bandwagon (you want what everyone else has)
■ Authority: uses the endorsements of celebrities or other powerful people; you will be like them if you use the product or service
■ Scientific or statistical: uses figures, experi-ments, impressive-sounding ingredients, and other proof that product is superior
■ Flattery: makes you feel smart, attractive, etc.
first with compliments, then follows with your need to buy the product
■ Unfinished claim: says product or service is better, but doesn’t tell you what it is better than
As with other forms of persuasion, you need to be aware that an advertising claim or appeal exists before you can resist it. Advertising is not difficult to spot or to understand, because it uses the same types of claims and appeals many times. Use the evaluation form below to take a close look at an advertisement or two of your choice. When you understand what you are looking for you can habitually evaluate the advertising you see and hear, without filling out the form. Instead of being drawn in, you will see the claims for what they are: attempts to manipulate you.
Persuasive Advertising Evaluation
Product ________________________________________________
Appeal(s) 1. ____________ how accomplished _____________
2. ____________ how accomplished _____________
Claim(s) 1. ____________ how accomplished _____________
2. ____________ how accomplished _____________
What is effective about the appeal(s)? _____________
I n S h o r t
Throughout history, people have found the need to get others to change their minds. Writers, politicians, busi-ness people, advertisers, and special interest groups, to name a few, use persuasion techniques to manipulate
their audiences. Therefore, you encounter (and use) many of these tactics every day. When you recognize them and understand how they work you can not only resist them when you need to, but use them to your advantage.
Go through the latest issue of your favorite magazine. Pick out two advertisements and fill out an evaluation (like the one found on the previous page) for each.
Skill Building Until Next Time
W
E A R E B O M B A R D E D with facts and figures every day. At work, at school, and at home there is information about what is going on in the world, who we should vote for, what we should buy, and even what we should think. If we take it all for granted as factual and objective, we are, in effect, letting someone else do our thinking for us. The problem is, facts and figures are not always factual. Information is manipulated all the time. Whether by deliberate misuse, or through neg-ligence or plain incompetence, what we see, hear, and read is not always the truth.Lesson 8 dealt with how to differentiate between accurate, objective information, and that which is false and/or biased. In this lesson, we will look more closely at the numbers used by those sources and how they can be manipulated. We have all heard the phrase “numbers don’t lie.” But the fact is that they do, all the time. If we rely on numbers, whether presented as statistics, polls, or percentages, as the basis for our decisions and opinions, we could be making a serious mistake. Keep in mind that researchers who work with