p1.
If you can anticipate certain predictable patterns in ads, you can better understand
any persuasion.
You will become more aware of structure in general.
You will have some way to sort
and some place to store incoming
information.
You will have a mental framework, a coherent plan within your
own head to organize the incoming chaos and to avoid overload.
p2.
The most comprehensive pattern to analyze all persuasion (commercial, political,
social) is the Intensify/Downplay schema.
This is the basis from which the other patterns
here are derived.
For example, notice that "the pitch"
(for ads) and "the
pep talk" (for some political persuasion) are both examples
of how people can intensify by composition,
by the structure of larger units of persuasion.
The Intensify/Downplay schema is also the basis from which
the patterns of benefit-seeking behaviors
(focusing on ourselves) and benefit-promising
behaviors (focusing on persuaders) are derived. These patterns are coherent
with each other; several can be usefully applied to analyze persuasion, depending
on the observer's interest and purpose. (For more: Background)
But, I suggest that you start very simply:
p3.
The easiest way to start analyzing commercial advertising is this 1-2-3-4-5
pattern of "the pitch" -- a simple, sequential, easy-to-learn, "fingertip
formula."
1.
Hi --- 2. Trust Me --- 3. You Need --- 4. Hurry --- 5. Buy
Notice -- in this website -- that some
of the same material from "the pitch" has been re-sorted alphabetically
(here in the (ABCs
of TV Ads) under these 5 letters:
Getting attention, Trust,
Claims, Urgency, Response.
This ABCs teaching aid allows teachers to cover much more material and to make
classroom assignments to 26 different students or small groups. But, the
simple sequential 1-2-3-4-5 pattern of "the pitch" is still
the best starting point: it's so easy to memorize and to remember on your fingertips
-- and there's a very useful one-page download called "The
30-Second Spot Quiz.'
Patterns
of ads are predictable, using a 1-2-3-4-5 "fingertip formula."