Level 2: Area 2

Deep Freeze

Dig beneath the smooth surface.

You never know what you’ll find in Admongo. Turns out a giant indoor hockey rink, complete with an icy underground sea, has been sucked up into the building. Here you can investigate all sorts of ads – and learn about the different techniques advertisers use to try to persuade people to buy their product. Some techniques are easy to spot – and some are not! When you know which techniques advertisers use, you’ll be better able to tell what the ad is really saying.


Challenge 1: MixMaster MP3 Magazine Ad

Advertisers want you to think you have to have their product. In ads this is called MUST-HAVE. Before you make your decision, ask yourself: Who is saying this? and Do I believe it?

Remember that Raquel is in the ad because the advertiser thinks the target audience really likes her (and might even want to be like her).


Which of the phrases below - all of which appear in the ad - tells you that you must have these products? Remember that Raquel is in the ad because the advertiser thinks the target audience really likes her (and might even want to be like her).

  • Light up like Raquel or
  • For more information about these products…or
  • I don't go anywhere without my basics
Correct!
Incorrect - see above for the right answer.
The correct answer is 'I don't go anywhere without my basics'

Challenge 2: Destroyer Deodorant Online Ad

Ads sometimes play on your worries to make you think you need the product. Only YOU can decide whether you do or not. Play this online ad.

Video of an animated online ad with boy and girl stick figures. Smell lines appear above the boy and the girl says, "ewwwwww." Then the boy uses Destroyer Deodorant, smells nice, and the girl likes him.

Get Adobe Flash player

Based on what's in the ad, are these statements true or false?


All boys are smelly

  • True
  • False
The correct answer is False.

Deodorant can cover up certain smells

  • True
  • False
The correct answer is True.


All deodorants are the same

  • True
  • False
The correct answer is False.

If boys use Destroyer, girls will instantly love them

  • True
  • False
The correct answer is False.
The ad might make it seem like it, but really??
Correct!
Incorrect - see above for the right answer.

Challenge 3: Fast Chef Newspaper Insert

Ads often talk about something that comes "free" with a purchase. But what exactly does "free" mean? Take a look at the offer in this ad.

Image of a newspaper insert featuring an offer of game cards and cheat codes for the Zaano “Jungle Mysteries” video game with a Fast Chef Smile Meal - while supplies last.
call out
Image of a newspaper insert featuring an offer of game cards and cheat codes for the Zaano “Jungle Mysteries” video game with a Fast Chef Smile Meal - while supplies last.

Do the game cards mentioned in this ad cost money?

  • No they're totally free or
  • No, you use magic to get themor
  • Yes, they charge you for them lateror
  • Yes, you pay for them in the cost of the Smile Meal
    In fact, if you ask for a Smile Meal without the prize, you'll pay less
Correct!
Incorrect - see above for the right answer.
The correct answer is 'Yes, you pay for them in the cost of the Smile Meal '

Challenge 4: Zed Clothing Catalog

Sometimes, advertisers can use several techniques in one ad – techniques like humor, hype, price claims, and association. Check out these pages from a catalog.

Image of pages from a Zed Clothing catalog showing teens dressed in trendy outfits, hanging out in the city.
Image of pages from a Zed Clothing catalog showing teens dressed in trendy outfits, hanging out in the city.
call out

Which two techniques are used in the Zed ad?

  • Association (If I shop at Zed, I’ll be cool like these people) or
  • Repetition (The ad seems to say “Zed” a lot) or
  • Price claims (Zed has “guilt-free prices” and “starts at $22.99”)
Correct!
Incorrect - see above for the right answer.
The correct answer is 'Price claims (Zed has “guilt-free prices” and “starts at $22.99”) and Association (If I shop at Zed, I’ll be cool like these people)

Challenge 5: NBT Clothing Magazine Ad

Some ads try to get you to want things by appealing to your senses. Think of seeing (and hearing) a sizzling burger or a sparkling soda, seeing really soft- and comfy-looking bedding, or reading words that describe a product in a way that almost makes you feel it. Study this ad for NBT's Friendly Threads.

Image of a girl in a white T-shirt and jeans, alongside text that reads: 'Made from 100% bamboo*,' 'Made from a renewable resource' and 'Doesn't hurt the environment.' At the bottom of the ad, in smaller print, there is text that reads, “*100% bamboo rayon, solvent processed.”
call out
Image of a girl in a white T-shirt and jeans, alongside text that reads: 'Made from 100% bamboo*,' 'Made from a renewable resource' and 'Doesn't hurt the environment.' At the bottom of the ad, in smaller print, there is text that reads, “*100% bamboo rayon, solvent processed.”

There’s sense appeal in this ad...but where? Pick true for sense appeal or false for not.

"It's the Friendly Thread, made from a renewable resource"

  • True
  • False
The correct answer is False.


“The silky look and feel is just the first great thing…”

  • True
  • False
The correct answer is True.


“Show your eco-flag”

  • True
  • False
The correct answer is False.
Correct!
Incorrect - see above for the right answer.