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Mastering Persuasive Techniques in Advertising

Explore the powerful persuasive techniques used in advertising to influence consumer behavior. From glittering generalities and exaggerations to expert testimonials and emotional appeals, advertisers employ strategies that resonate deeply with potential buyers. Discover how brands like Folgers, Bridgestone, and Dr. Pepper leverage repetition, statistics, and buzz words to create compelling narratives. Learn how these techniques shape perceptions, foster loyalty, and ultimately drive purchasing decisions. Equip yourself with knowledge to see through persuasive ads and make informed choices.

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Mastering Persuasive Techniques in Advertising

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  1. Persuasive Techniques

  2. Glittering Generality • Information that is so general it sounds like a fact, but isn’t. • Folgers The best part of waking up is Folger’s in your cup.

  3. Exaggeration • Making something seem better or more important than it is • Bridgestone tires They are selling a tire.

  4. Repetition • People will often believe something if they hear it over and over again • Army Strong I am strong. I am Army strong.

  5. Bandwagon • Relying on what others are doing before making their own decision • Dr. Pepper Everyone was drinking Dr. Pepper.

  6. Expert Testimony • Famous people or someone you respect or like says the product is good and advertises the product • Ozzy vs. Justin Bieber Ozzy and Bieber are promoting Best Buy.

  7. Citing Statistics • Uses many facts, numbers, statistics to make the product seem better. • Toyota Tundra Toyota Tundra gives lots of facts about the transmission.

  8. Loaded Words • Words that tend to cause favorable or unfavorable reactions. • Braum’s They showed the ice cream and said it was creamy, fresh, plump cherries, tart peaches, etc.

  9. Buzz Words • Words that have suddenly become popular with consumers • Multi Grain Cheerios The ad used words like multi-grain and low in fat

  10. Transference • Associating a symbol with the product • VW and Darth Vader Darth Vader is using “the force” to start the VW Passat.

  11. Name-Calling • Using words like “inexperienced” or “weaker than” when talking about the competition, without actually proving it. • Political Ad 2010 Opponent is stealing yard signs and receiving Illegal money.

  12. Plain Folks • People just like you, are buying it, so why don’t you? • Doritos College age man eat doritos while Sitting on the couch.

  13. Emotional Appeals • Someone tries to use your emotions to make you feel better about buying a product • Ronald McDonald House • Citibank The little girl takes her father’s pennies to help the Ronald McDonald House. Identity theft can happen to anyone, even if you are big and tough.

  14. Free or Bargain • A speaker suggests that the public can get something for nothing or almost nothing. • Cingular Cingular is offering unlimited texting for only $5 more a month and a free LG phone.

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