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Rank's Analytical Tool For Advertising Essay

606 words - 2 pages

1.) Rank’s easy-to-use, analytical tool is called the intensify/downplay model, and its goal is to help you to become more critical and analytical receivers. It defines and gives examples of four major persuasive strategies and six associated tactics that are often used by persuaders today. (Larson, 2007 page 31) Ranks major strategy is to either intensify certain aspects of the product, cause or candidate. His other strategy is to downplay certain aspects of their brand, cause or candidate. (Larson, 2007 page 31) The intensification and downplay strategies include, to intensify their own good points, intensify the weak points of the opposition, downplay their own weak points, and downplay the good points of the opposition. The tactics that most persuaders use for intensification are repetition, association, and composition to intensify their own good points. Rank’s downplay tactics include omission, diversion and confusion. “Any of these tactics can be used logically or emotionally.” (Larson, 2007 pg. 31) For example commercials today don’t show the hidden meaning and try to persuade the society. An example of this is birth control pills, they intensify women’s good by helping them prevent from carrying a child but the down play is that they omit that it’s bad for your health. Another example using Rank’s model is how the politicians use repetition to repeat their slogans over and over to the society so they can make themselves more noticeable and more aware of whom they are.

3. Kenneth Burke is known for the knowledge of human symbolic behavior. He was associated with many narrative theories. He focused on language as it is used to persuade people to an action, and defined persuasion as “the use of language as a symbolic means of inducing cooperation beings that by nature respond to symbols.” (Burke, 1970, Grammar, p. 43) This active cooperation is...

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