Rank's Analytical Tool for Advertising

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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 persuad...

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