Mixed Messages.pptx - MIXED MESSAGES WHAT ARE THEY REALLY...

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MIXED MESSAGES
WHAT ARE THEY REALLY SELLING? Advertisers are selling more than products and services Several techniques used to influence potential buyers (ReadWriteThink, 2009) Ethos – credibility or character Pathos - emotion Logos – logic Are you media literate?
REVERSE MORTGAGE American Advisors Group (AAG) Revere Mortgages What is the image? Fred Johnson, former US Senator and Actor Suit and tie Single-family home with porch and American flag Who is the target? Seniors Family members of Seniors
REVERSE MORTGAGE What techniques did they use? Ethos - Credibility Fred Johnson US Senator Actor Pathos – Emotion Financial Stability Independence “Safe” Selling security
REVERSE MORTGAGE What techniques did they use? Logos – Logic or Reason “Join hundreds of thousands of other Americans” “Government Insured” “Effective financial tool” “Best advice for a better life” (AAG, n.d.) Selling stability and security

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