8 Advertising Techniques & Assignment

Eight Basic Ad Techniques Notes     Name: 

EMOTIONAL appeals SELL!

           1.        Advertisers want to motivate you __.

           2.        They __ to get your money.

           3.        US Census Bureau: Average family spends----.  That’s --- a month ---!

           4.        Are you aware of the __ basic ad techniques?

#1 – Association: ____

Examples:   __

What’s the special kind of association technique that Geico & others use?
___

#2 – Testimonial___

Examples:   __

#3 – Bandwagon: ___

Examples:   __ 

#4 – Plainfolks: __

Examples:   __

#5 – Snob appeal: __

Examples:   __

#6 – Sex appeal: __

Examples:   __

#7 – Play on Fears: __

Examples__

#8– Logical appeal: __

Examples:   __

QUICK Group QUIZ

On YOUR OWN QUIZ

=====================================================================

ASSIGNMENT                 Name:

®Find an ad for each ad technique—all 8.  (Look in the magazines, tear them out, label them, & staple them behind this packet, or find online ads and paste them into your Evernote or Word document.)

®Write at least one sentence that explains the ad and why it fits that technique.

#1 – Association- Product name: __

Explanation:

#2 – Testimonial- Product name: _

Explanation:

#3 – Bandwagon- Product name: ___

Explanation: ____

#4 – Plainfolks- Product name: ____

Explanation: ____

#5 – Snob appeal - Product name: ___

Explanation: ____

#6 – Sex appeal- Product name: __

Explanation: _____

#7 – Play on Fears- Product name: ___

Explanation: ___

#8 – Logical appeal - Product name: _____

Explanation: ___

BIBLE LIT: DANIEL IN THE LION'S DEN

Daniel in the Lion's Den

Introduction

Daniel’s story takes place between 605 and 540 B.C. As a teenager, he was captured in Jerusalem and taken to Babylon. He was a slave in the court of King Nebuchadnezzar  In his lifetime, he would serve three kings and become a trusted adviser to all of them. 

Daniel was considered a prophet because the book he wrote contains detailed prophecy about the times following him and the coming of the Messiah and the end times described in the Book of Revelation.

Step I: Go to Bible Gateway and read The Message version (see link below) or use your own Bible to read the story of Daniel in the Lion's Dean. 

This story is about the prophet Daniel who has been taken captive to Babylon. As he grows older, he has found favor with the king, but he still has enemies. You'll find this story in the Book of Daniel, Chapter 6.

Go here to read it in The Message version at Bible Gateway. http://www.biblegateway.com/passage/?search=dan%206;&version=65;

http://www.biblegateway.com/passage/?search=dan%206;&version=65;

Step 2: After you read the story, answer these questions:

1. Why are some people plotting against Daniel? 

2. Describe the character of Daniel. What kind of a person is he? (Write several sentences.)

3. What does Daniel get into trouble for doing? 

     Have you ever gotten into trouble for doing the RIGHT thing? If so, explain.

4. A colloquialism is an expression that is used by a particular culture to express an idea in a colorful way. For example, if I said, "You are pulling my leg," I really mean you are teasing me. Find 2 colloquialisms in The Message version of this story and write them down.

    a.

    b.

5. Look at the famous painting of Daniel in the Lion's Den by Rubens. Describe the facial expression of Daniel in this painting. What seems unusual about the den itself? You can view the painting here. http://www.abcgallery.com/R/rubens/rubens1.html

6.  What did Daniel, Ruth, and Esther have in common besides their ethnic background?  In other words, what was similar about their character?  Explain. 

REVIEW FOR LISTENING & VOICE TEST

REVIEW PUZZLE FOR TEST CH. 4 & 5                    Name:______

Rate Gap        Hearing          Listening        Pitch               Enjoyment     Long term

Articulation    Critical           Precision         Respiration    Short term      Rate

Resonators     Larynx           Write              Framing         Vocal cords    Information

Empathic        Diaphragm     Pause              Volume

1.  Concentrating on & interpreting sounds you hear.      (9 letters)
2.  One of the senses through which sound is received.   (7 letters)
3.  The difference between how fast someone speaks and how fast you can listen.  (2 words)
4.  Memory that is a sorting box .  (2 words)
5.  Permanent storage memory.   (2 words)  
6.  You are 6 to 8 times more likely to remember something if you ______ it.      (5 letters)
7.  Air passes over and through these to produce vibration and a loud sound.    (2 words)  

8.  The large band of muscle just below the rib cage that enables you to breathe.   (9 letters)  

9.   It involves using your tongue, teeth, hard and soft palate to enunciate.    (12 letters)

10. The “voice box” in your throat that contains your vocal chords.   (6 letters)

11.  The breathing process:  voice production begins with this.      (11 letters)

12.   How loud or soft your voice is.   (6 letters)

13. The highness or lowness of your voice on a musical scale.    (5 letters)

14.  Your throat, skull, sinuses, and chest cavity which amplify your voice.   (10 letters) 

15.  The silences a speaker uses between words, phrases, and sentences which add drama.     (5 letters)

16.  Pausing slightly before and after a word or phrase, to give it special emphasis.    (7 letters)

17.  The speed at which you speak.    (4 letters)

18.  Watching TV, listening to a CD is listening for   (9 letters)

19.  Listening to understand or relate to the feelings of others is ___  listening. (8 letters)

20.  Listening for the main ideas is listening for ___ (11 letters)

21.  Tuning an instrument is an example of  ___    listening. (9 letters)

22.  This level of listening involves evaluation and judgment of ideas.   __  listening.  (8 letters)

LITERARY ELEMENTS #4: WHEN THE LEGENDS DIE

Literary Elements #4   Chapter 22 – 27                     Name:

When the  Legends Die

1.  Read this passage. What are some things revealed about Red Dillon’s character?
“Now we’re on my range.  Another couple of hours and we’ll be home. Some folks might not think it’s much to look at, but it’s a roof and a bed… I will say this, it don’t stink of sheep.” R87, W119

2. On page 87 Red, 119 White find a metaphor that Red Dillon calls Meo.  What does it mean?

3.  Find a simile for the San Juan River on p. 88 Red, 120 White?

Besides a simile, what other literary element is it?

4.  On page 88R, 120W find a colloquialism / idiom that means we are going to win lots of money off some people.

5. On p. 90 R, W 123 find a simile that refers to the first horse Tom rode out of the chute. 

6. On p. 88 R, W 120 there is a description of Meo: “The gnomish, leather-faced old Mexican with a hump on his shoulders put down his hoe and came to meet them.”  There are two implied metaphors here.  What are they? 

7. What would the hump on his shoulders probably indicate about Meo?
88 R, W 120 “The gnomish, leather-faced old Mexican with a hump on his shoulders put down his hoe and came to meet them.”

8. On page 89 R, 122 W, what does the metaphor “rough string” refer to?

9. On page 92 R, 125 W, Red Dillon tells Tom, “And when you get mad like that, don’t try to take it out on me.  Take it out on a horse, where you’ve got a chance to win.”  What does Dillon’s statement foreshadow?
 

10. On p.93R, 126W Red Dillon says, “I’m setting up the deadfall, and you’re riding the way I tell you to.”  The def’n of deadfall is a type of trap, used especially for catching large animals, in which a heavy weight falls to crush the prey.  What is the meaning of the metaphor DEADFALL in this story?
 

11. On p.99R, 134W, Tom is rides a horse in Aztec.  “He began to gouge and punish with his spurs…he shifted his eight, brought I down with every jump, punishing the horse.  He jerked viciously at the reins, giving an inch of slack, then snapping itback as though to break the horse’s neck…it lifted its head and there was a gush of blood from its mouth.”
Why does Tom ride the horse to its death?
 

12. On p.101 R, 138 W after riding the horse to death, Tom keeps on reliving what had happened and he gets physically ill.  Why do you think it was so hard for Tom to handle what he had just done?

What literary element is this?

13. On p.104R, 142W, find an example of foreshadowing that Meo says about Red Dillon.

14. On p.106R, 145W, Meo uses a metaphor to describe Tom’s life.  What does he compare Tom to?

15. On p.106R, 145W, Meo says, “Life is the boss.  We do what we can.  Then we are old.”  What do you think he mean by that statement? It reflects one of the themes of this book.

16. On p.111R, 153W, find a simile that refers to clothes on a clothesline.

17. On p.111R, 153W, what do you think the underlined word in this passage means?  “When they had eaten, Red appropriated the herder’s hat, and when the herder called him vile Spanish names, Red took the man’s rifle to the second hilltop …and jammed the muzzle down into the sod.”

18. On p.112R, 155W, find a simile that describes how Tom looks compared to the other riders.
What does the simile mean?

19. On p.113R, 156W, find a simile that describes what Tom felt as his leg was caught against a fence.

20. On p115R, 158W, what is the simile that refers to Red?

What do you think the word truculent means, based on the way it’s used here?

CHAPTER 5: VOICE

Chapter 5:  Voice QUESTIONS                           NAME:

  1.  When the diaphragm expands and the chest cavity is enlarged, what is created?

  2.  What is another name for the breathing process?

  3.  Breath control is important to good ________ control.

  4.  What sound does your voice make if you do not use your vocal chords?

  5.  When expelled air passes through the vocal chords, it makes sounds.  This stage of voice production is called _______________.

  6.  What four parts of your body make your voice resonate?

  7.  Define articulation.

  8.  What are the two kinds of articulators?  What is the difference between the two?

  9.  Name six weak qualities a voice can have that detract from the way it sounds to others.

 10.  Explain the difference between volume and intensity.

 11.  When a speaker varies his volume and intensity, what does this give to key words or phrases?

 12.  If as a beginning speaker, you prepared enough material for a five minutes speech, but it only lasts three minutes, what does this say about your rate of speaking?

 13.  What three things does pause add to a speech?

 14.  What  is the process called framing? 

 15.  What is pitch? 

 16.  What is another word for articulation? 

 17.  What are the four most common problems in articulation that are really quite easy to correct?

 18. Look at the sample on page 83.  Notice how the passage is marked, indicating pauses, intensity, volume, rate, etc.  Mark the passage on the back with those marks, indicating how you would read it aloud.

(see page 83)

A Sad Rat

                   Once there was a young rat named Arthur, who could never make up his mind.  Whenever the other rats asked him if he would like to go out with them, he would answer, “I don’t know.”  When they said,  “Would you like to stay at home?” he wouldn’t say yes or no either.  He would always resist making a choice. 

                   One day his aunt said to him, “Now, look here.  No one will ever care for you if you carry on like this.  You have no more mind than a blade of grass!”  The young rat Arthur just coughed and looked wise, as usual, but said nothing.

                   “Don’t you think so?” asked his aunt, stamping her feet, for she couldn’t bear to see the young rat so cold-blooded.  “I don’t know,” was all Arthur ever answered.  Then he would calmly walk off and think for an hour whether he should stay in his cool hole in the ground or go out and walk. 

                   One day, however, the young rat’s life changed forever.  It was the day Arthur met the farmer’s cat.  When Arthur spotted the cat, he couldn’t decide if he should run left or right or stay right where he was.  While he thought it over, the cat slowly crept closer and closer and closer, and then it suddenly gobbled him up!

READERS' THEATER CHORAL READINGS

Readers Theater Group Project

You are assigned to a group that will make a choral reading presentation of Shel Silverstein’s poetry.  If you don’t know what Readers’ Theater is, check out these links:

PREPARATION:

Choose a poem or poems to read.  If the poems are short, you need more than one. Decide who will read each line or word. 

Some lines/words should be read together as a chorus.  Some as solos.

Use lots of variety!  Keep us guessing and don’t be predictable.

Add actions or movements to your reading.  Remember to synchronize everything.

PRACTICE:

Practice!  Practice! Practice!

Read it over and over until it sounds like ONE VOICE!

NO awkward pauses!  No flub-ups.  Make it smooth!

Put excitement in your voices!  Be deliberate!  ARTICULATE! Don’t rush!

INTRODUCTION:

Someone must introduce the reading.

Example:  “We are reading ‘Peanut Butter Sandwich’ by Shel Silverstein.  It is about a king who loved peanut butter.’”

You need 2 intro’s for 2 poems.

GRADING:

You will receive a GROUP GRADE and an INDIVIDUAL grade!  The presentation is worth 50 points.  You will also receive up to 10 practice points.

PRESENTATION:  Grading (50 points)

__STAYED IN CHARACTER  (no talking before, no giggling, or extra comments during reading)

__HAD PREPARED INTRODUCTION (included author & title)

__USED GOOD ARTICULATION, INFLECTION & EXPRESSION (voices were  enthusiastic & clear)

__USED GOOD VOLUME (we could clearly hear every word)

__USED EFFECTIVE RATE & PAUSE  (read slowly & paused appropriately)

__CREATIVITY & ORIGINALITY & ACTIONS  (a variety of voices read in a creative arrangement, actions, costumes, etc.)

__OVERALL EFFECT (reading was entertaining & showed preparation) 

JOURNAL #4: VOICE

Journal Entry #4 - Voice        (Answer these in paragraph form, writing 8-10 sentences.)

1.  Do you like to read aloud in front of other people?  Why or why not?  Explain what you like or dislike about it.

2.  Evaluate your own public speaking voice. Think about your rate of speaking (speed), volume, intensity, articulation, and expression.  What do you think you could do to make it easier for others to hear you clearly and enjoy listening to you? 

VOICE! Using Articulation and Inflection!

NOTES on Voice                                                      __________________


A.  The four steps in voice production are are . . .

            1.  Respiration

            2.  Vibrations

            3.  Resonation

            4.  Articulation - enunciation



B.  Tools of vocal expression. . .Making your voice NON-BORING!

            1.  Volume

            2.  Intensity

            3.  Emphasis

                        Rate

                        Pause

                        Pitch


C.  Your voice is as unique as your ______________!

            Larynx

            Vocal cords

            Diaphragm

Assignment:  Be ready to read THREE sets (3 numbers) of Articulation and Inflection Exercises with as much expression and clarity as possible.  (Mrs. C. has the handouts.)

 If you work with a partner, you will need to read SIX sets.

Your readings must be from at least 2 different pages!

LITERARY ELEMENTS #3: THE SCHOOL

LITERARY ELEMENTS #3: The School       NAME:
Chapters 13-21 When the Legends Die

1. What literary element is this?
“The horse was dancing all over the road and the shots were wild...”  p49 R, 69W

2. What literary element is this? 
“Well, Blue Elk, what have you got up your sleeve this time?” p52 R, 72W

3. What are four things that Bear’s Brother cannot adjust to during his first few days at the school?  Part 14, p.55R, 77W

4. What metaphor describes Rowena Ellis, the English teacher?  R57, W80

5. Why does the boy attack his roommate, Luther Spotted Dog, and throw his belongings into the hall?  R59, W82

6.  What did Benny Grayback mean when he said to the school’s agent, “If you kill the bear, then you will kill the boy.” R60, 84

7. In what way is Bear’s Brother a good name for the boy while he is on the mountain.  In what way is Thomas Black Bull a symbolic name for the boy when he is at the school?

Bear’s Brother –

Thomas Black Bull –

8.  What are three ways Blue Elk made money or somehow profited at the boy’s expense? [PARTS 15-16]

9.  Why did the boy lock himself in his room and refuse to come out, no matter how much he was threatened?  p67-68R, 93-94W

10.  What things had changed when the boy escaped from the school and went back to Bald Mountain?  [PART 17]   

11. What literary element is this?  “He stood among the ashes and whispered his sorrow chant, not even saying it aloud.  For small griefs you shout, but for big griefs you whisper or say nothing. The big griefs must be borne alone, inside.” p70R, 97W

12. What does this passage mean?  Why is it important?  “It was as though he had never been there…The next day he bathed at the pool, but he sang no song for the new day. He did not even whisper the sorrow song. There was no song in him. Only a numbness, a nothing.”   p70R, 98W

13. What literary element is this?  “There were spits of snow in the mist and the dead leaves in the oak brush whispered of winter.”    70R, 98W

14. What 2 things symbolize a change in the boy?  71R, 99W
“He met them at the foot of Horse Mountain…The boy came up to them and Benny said, “We came after you, Thomas Black Bull, to take you back to the reservation.”
Thomas shrugged.  “ I will go back,” he said, in English.     

15. What other things change about the boy after returns to the school?  71R, 99-100W 

16.  What literary element is this?  What does it refer to? “Then a moonlit night came and he sat in his room and knew what was going to happen.  He hoped it would happen, and he wished it would not happen.”  72R, 101W    

17.  What literary element is this?  “The bear dropped to all fours, whimpering. It nosed the boy’s hands, and it cried like a child.”  73R, 101W

18. Explain the mixed reaction the boy had when the bear came to meet him.  What did the boy do?  73R, 101W

19. The boy tells the bear, “I do not know you.  You are no longer my brother.  I have no brother.”  What does the bear represent? 73R, 102W

20. What simile describes how the boy changed after he sent his bear away? 73R, 102W

21. What literary element is this? “…there was the gold of pucker-petaled sundrops and the fragrant moon glow of primroses…the bullbats peeped plaintively…”  78R, 109W

22. After the boy wins a dollar for riding a wild horse, what foreshadows that Red Dillon is not going to be a good boss for him?  R83, 115-116W

EMPATHIC LISTENING

 Empathic Listening

It’s what counselors use to help people work through problems.

Listening for feelings!

Benefits of Empathic Listening

1.     Builds trust and respect

2.    Enables the disputants to release their emotions

3.    Reduces tensions

4.    Encourages the surfacing of information

5.    Creates a safe environment that is conducive to collaborative problem solving.

Guidelines for Empathic Listening

1.     Be attentive. Be interested. Be alert and not distracted. Create a positive atmosphere through nonverbal behavior.

2.    Be a sounding board -- allow the speaker to bounce ideas and feelings off you while assuming a nonjudgmental, non-critical manner.

3.    Don't ask a lot of questions. They can give the impression you are "grilling" the speaker.

4.    Act like a mirror -- reflect back what you think the speaker is saying and feeling.

5.    Don't discount the speaker's feelings by using stock phrases like "It's not that bad," or "You'll feel better tomorrow."

 6. Don't let the speaker "hook" you. This can happen if you get angry or upset, allow yourself to get involved in an argument, or pass judgment on the other person.

 7.  Give feedback by providing brief, acknowledging responses, e.g., "Uh-huh," "I see." Give nonverbal acknowledgements, e.g., head nodding, facial expressions matching the speaker, open and relaxed body expression, eye contact. Make invitations to say more, e.g., "Tell me about it," "I'd like to hear about that."

10 Obstacles to Empathic Listening…

1.  Do not “give advice” or try “educate”“I think you should…”  “If I were you….”  “There’s a great book about …”
2.  Do not “explain it away”“She only said that cuz…”  “He didn’t mean to”  “I would have called but…”
3.  Do not “correct” or “contradict” the speaker”
“That’s not how it happened…”   “But you’re the one who…”  “Wait!  I never said that…”
4.   Do not “console”
“It wasn’t your fault…”  “You did the best you could…”  “It could have been a lot worse…”   “Things will get better…”

   5.   Do not “tell a story”

“That reminds me of the time…”  “I know how you feel. That happened to me…”

   6.   Do not “shut down” or “try to change their feelings”

“Cheer up…”   “Getting mad won’t help…”   “Feeling sorry for yourself won’t help…”

   7.  Do not “sympathize or pity”

“Oh, you poor thing…”   “How can people do that?”   “That really sux!…”

   8.  Do not “question/interrogate/ or investigate”

“When did this happen?…”  “Why did you do that?”  “Why didn’t you call me…?”   “What happened first?…” 

    9.  Do not “evaluate/judge”

“You’re too sensitive…”  “The trouble with them is…”  “If you weren’t so ______, this wouldn’t have happened.”   “You never should have said that…”

   10.   Do not “One-Up”  (I’ve had it worse…”)

“That’s nothing compared to what I went through…listen to this…”  “If you think you’ve had it tough, wait till you hear ….” 

  

  Example:  #1

“I’m so mad at my history teacher.  She makes me feel like a complete idiot because she calls on me and I don’t know the answer.”

Wrong response:  Hey, I got the answer wrong ten times in a row!

Why it’s wrong:  “One upping”

Empathic response:  It sounds like you had a bad day in math.  Tell me more about it.

EMPATHIC LISTENING PRACTICE assignment

Directions:  Give both a “wrong” response and an “empathic” response for the following comments.  Behind the “wrong” response, tell why it is wrong.  (see 10 Obstacles…)  Use at least 7 different “wrong” responses.

1.       “I am so mad at my history teacher.  She makes me feel like a complete idiot because she calls on me and I don’t know the answer!”

   Empathic response: 

   Wrong response: 

   Why it’s wrong: 

2.       “Joe called me last night and he was really rude.  He told me that I better do his research paper for him.  He really takes me for granted, and I’m sick of it, but I don’t really want to break up with him.”

          Empathic response: 

Wrong response: 

Why it’s wrong: 

3.       “My mom and dad told me I am grounded for two weeks.  They just don’t trust me.  All I did was tell them my side of the story, and they think I am giving them “back talk.”

Empathic response: 

Wrong response: 

Why it’s wrong: 

4.       “I feel so depressed.  I just can’t seem to get anything done.  I am really behind in my classes.”

Empathic response: 

Wrong response: 

Why it’s wrong: 

5.       “Jill is so two-faced.  I thought she was my friend, but she’s been telling everybody that I cheated on my science test.”

Empathic response: 

Wrong response: 

Why it’s wrong: 

6.      “Can you believe it!  I got a 29 on my ACT test!  That’s way better than my friends got!”

Empathic response: 

Wrong response: 

Why it’s wrong: 

7.       “The last time I showed up at work late, the boss told me that if it happened again, he was going to get someone else to do my job, and I’d be fired.  He is such a jerk!”

Empathic response: 

Wrong response: 

Why it’s wrong: 

8.       “My mom said that my grandma and grandpa are going to Florida this winter instead of staying here with us.  I really hate to see them go.  They have always been there for me when I needed them.”

Empathic response: 

Wrong response: 

Why it’s wrong: 

9.       “I think I am going to go out for basketball this year.  I didn’t last year because of my bad knee, but it’s feeling a lot better now.  I am worried that the coach won’t give me much play time, though, cuz I wasn’t on the team last year.”

Empathic response: 

Wrong response: 

Why it’s wrong: 

 10. You shouldn’t have taken his Kim’s side!  You’re supposed to be my best friend.  What’s the deal?  If that’s how friends act, you can forget it!”

Empathic response: 

Wrong response: 

Why it’s wrong: