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Advertising Techniques: The Power of Persuasion

Learn the strategies advertisers use to persuade consumers to buy products, including the Bandwagon Appeal, Appeal to Authority/Celebrity, and the Association Principle. Be an educated consumer and make informed decisions.

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Advertising Techniques: The Power of Persuasion

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  1. Advertising Techniques:The Power of Persuasion By SueLynn McAndrew Fallacies Lesson ADVERTISING

  2. Introduction • Advertising is a multi-billion dollar industry. • Advertisers are paid “big bucks” to get consumers, like you, to buy products. • Advertisers often “bend” the truth in order to sell a product. • You must be an educated consumer in order to make informed decisions.

  3. Commercials Derek RedmondEvian 3 Basketball/CharacterEvian London Greatness Pup Maddie teddy bear Medley Evian-1st Evian 2

  4. Jingles https://www.youtube.com/watch?v=gZ1nfdO_3Aw

  5. 3 Advertising Techniques • Brainstorm: What strategies do you think advertisers use? The three we will discuss: • The Bandwagon Appeal (Ad Populus) • Appeal to Authority/Celebrity (Ad Verecuniam) • The Association Principle (Non Sequitur)

  6. The Bandwagon Appeal • Definition: the belief that something should be done because the majority of people do it. • Used to persuade consumers by suggesting that “everyone is doing it”.

  7. The Bandwagon Appeal • Advertisers play into the human desire to always feel included.

  8. Appeal to Authority/Celebrity=ETHOS • Definition: when a product is sold by using famous people or an “authority figure”. • Sometimes the celebrity or expert doesn’t have a direct connection to the product; they’re paid to endorse it.

  9. Meet Ethan Ethos • He’s reliable, he’s trustworthy! You rely on him and trust that the product he’s endorsing is worthwhile

  10. ETHOS • Advertisers use this technique because they know that many consumers admire celebrities and respect an expert’s opinion.

  11. PATHOS • Definition: drawing a mental link between a product and desirable qualities like love, wealth, success, family, and patriotism.

  12. Advertisers use this technique in order to get consumers to connect their product with something desirable or meaningful.

  13. LOGOS • Stick to the FACTS.

  14. AD SPOOFS……. • Examine the next few slides. What is the message that is being sent?

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