The Badge Archive

Take It Apart

One of the 8 options for Step 1 of GSUSA Cadette MEdia Journey Set requirements.

Items needed

  • Pens or pencils
  • Paper (enough for at least one per scout)

Instructions

  • Scouts select an ad or commercial that catches their attention.
  • They analyze the ad by answering these questions:
    • What do you like about it?
    • What persuasion technique is being used (e.g., emotional appeal, celebrity endorsement, humor)?
    • How does the ad play on your desires or fears?
  • After reflecting on the persuasion techniques used, scouts write down if they now view the ad or product differently and why.

Persuasion Techniques

Here’s a list of persuasion techniques that are relatable for middle schoolers and often used in ads:

  1. Emotional Appeal: Ads that play on feelings like happiness, fear, or excitement (e.g., showing a joyful family using a product).
  2. Bandwagon: Encourages you to join in because “everyone else is doing it” (e.g., “This is the #1 trending product!”).
  3. Celebrity Endorsement: Features a famous person to make the product seem more appealing (e.g., a pop star promoting sneakers).
  4. Humor: Uses jokes, funny scenarios, or silliness to grab attention and make the ad memorable.
  5. Glittering Generalities: Uses vague but positive-sounding words like “best,” “amazing,” or “life-changing” without providing specifics.
  6. Repetition: Repeats the brand name, slogan, or product visuals to make it stick in your mind.
  7. Appeal to FOMO (Fear of Missing Out): Creates urgency, suggesting you’ll miss out if you don’t act fast (e.g., “Limited time only!”).
  8. Testimonials: Features ordinary people sharing their positive experiences to make the product relatable.
  9. Logical Appeal (Logos): Uses facts, statistics, or claims to convince you the product is a smart choice (e.g., “9 out of 10 dentists recommend this toothpaste”).
  10. Snob Appeal: Suggests the product will make you part of an exclusive or elite group (e.g., “Only the coolest kids wear these shoes”).
  11. Appeal to Adventure: Shows exciting or adventurous scenarios to associate the product with fun and exploration.
  12. Cute Factor: Includes adorable animals, kids, or characters to capture attention and win your heart.
  13. Appeal to Health or Wellness: Suggests the product is good for you or your body (e.g., promoting “all-natural ingredients”).
  14. Nostalgia: Refers to a past era, event, or childhood memory to connect emotionally with the audience.
  15. Special Offers: Promotes discounts, freebies, or deals to make the product seem like a great value.

References:

  • Russell, Wendy Thomas, and Sarah Goodman. MEdia. New York, NY, Girl Scouts of the USA, 2010.
Tia Kennard