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Persuasion

Persuasion. What is persuasion?. A means of convincing people: to buy a certain product to believe something or act in a certain way to agree with a point of view. Common persuasive techniques often used in advertising. Slogan Bandwagon Card Stacking Testimonial

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Persuasion

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  1. Persuasion

  2. What is persuasion? A means of convincing people: • to buy a certain product • to believe something or act in a certain way • to agree with a point of view

  3. Common persuasive techniques often used in advertising • Slogan • Bandwagon • Card Stacking • Testimonial • Emotional Appeal/Glittering Generality • Name Calling • Expert Opinion • “Plain Folks” • Snob Appeal

  4. Slogan: “Can you hear me now?” A catchy phrase or statement often used to sell a service or a product

  5. Bandwagon An appeal to others to join the crowd in order to be on the winning side, or that everyone is using a specific product, so you should too. Doritos Ad Link

  6. Card Stacking Presenting only the information that is positive to an idea or proposal and omitting information that is contrary to that idea

  7. Testimonial A well-known person supports a product or service.

  8. Emotional Appealor Glittering Generality A person is made to have strong feelings about a situation or product. Emotionally appealing words that are applied to a product or idea, but that present no concrete argument or analysis (for example, a person who is asked to do something “in defense of democracy” is more likely to agree to do that something)

  9. Name Calling The use of derogatory language or imagery that carry a negative connotation.

  10. Expert opinion Experts approve this product, so you should use it “Four out of five dentists recommend sugarless gum for their patients who chew gum”

  11. “Plain Folks” Appeal uses “ordinary” people – not famous or rich ones – to sell a product. You are supposed to trust these people because they are like you. Attempting to convince the public that one’s views reflect those of the common person (for example, using the accent or dialect of a specific audience)

  12. Snob Appeal Appeal suggests that you can be like the wealthy, well-dressed people who support this product or idea.

  13. Quick review • Slogan • Bandwagon • Card Stacking • Testimonial • Emotional Appeal/Glittering Generality • Expert Opinion • “Plain Folks” • Snob Appeal

  14. Audience Awareness Advertisers know how to • target their audiences • use appropriate persuasive technique

  15. Who’s the audience?

  16. Audience?

  17. Audience?

  18. Audience? Purpose?

  19. Audience? Purpose?

  20. Audience? Purpose? Persuasive technique?

  21. Relevant facts • Advertisers spend about $200 billion a year on TV advertising • The average cost for Super Bowl ads is $2.6 million per 30 second spot • The average American watches about 24,000 TV commercials a year http://television-commercial.net/

  22. Making Connections • What is your favorite jingle? • What slogan for a product do you find yourself saying? • What TV commercial has influenced you to make a purchase? • Since Tubby Smith and Billy Gillispie shop at Kroger, does that mean we should too?

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