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Advertising

Discover the art of persuasion and its critical role in advertising. This guide explores various techniques that advertisers use to influence consumer behavior, including catchy words, testimonials, and emotional appeals. Understand how strategies like the bandwagon effect and repetition can leave a lasting impression. We'll also delve into the darker side of persuasion with propaganda tactics such as name-calling and card stacking. Learn how to harness these methods for effective communication that connects with your audience and drives action.

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Advertising

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Presentation Transcript

  1. Advertising The power of persuasion

  2. What is Persusasion?

  3. Advertising techniques • catchy words • testimonial • bandwagon • transfer • emotional appeal • positive appeal • negative appeal • product slogan • product comparison • repetition

  4. Propaganda is… • The spreading of ideas, information, or rumor for the purpose of helping or injuring an institution, cause, or person. • The art of persuasion.

  5. Catchy Words (catchy giggle)

  6. Testimonial • A famous or respected person endorses this product • Examples: • This doctor uses this product and so should you. • This celebrity is voting for Candidate X and so should you.

  7. http://www.proactiv.com/best-acne-treatment/justin-bieber,default,pg.htmlhttp://www.proactiv.com/best-acne-treatment/justin-bieber,default,pg.html

  8. Testimonial

  9. Bandwagon • Makes the impression that “everyone else” is using the product and if you do not, you will be left out • Examples: • A “must have” for the modern teen. • The popular choice for mayor. • Don’t be the last one on the block to get one.

  10. http://www.nytimes.com/2009/02/27/business/media/27adco.html?_r=1http://www.nytimes.com/2009/02/27/business/media/27adco.html?_r=1

  11. Bandwagon

  12. Transfer • Carry over good feelings about one object to the product itself • Examples: • Vote for this candidate (flag waving in the background) • You like the song in the background, so you like the product.

  13. Emotional Appeal • Arouse emotions such as fear, humor, love, or desire • Examples: • Everyone loves puppies, so people buy this product because puppies are in the ad. • Don’t let murderers get in your house, get this security system.

  14. Positive Appeal

  15. Negative Appeal

  16. Product Slogan

  17. Product Comparison

  18. Repetition • Saying a word or phrase over and over again so it “gets stuck” in the audience’s mind • Example: • “Head On, apply directly to the forehead. Head On, apply directly to the forehead. Head On, apply directly to the forehead.”

  19. http://dev.w3.org/html5/alt-techniques/

  20. Repetition

  21. Additional Persuasion, Propaganda, and Advertising Techniques • Card Stacking • Generalities • Name Calling • Plain Folks • Either/Or • False Cause and Effect

  22. Card Stacking • Making one side or product look better by only mentioning some of the facts • Example: • Brand X detergent cleans better than Brand Y. (different stains, size, material, etc.)

  23. http://newbreedofadvertisers.blogspot.com/2010/02/on-co-existence-of-shaw-flooring-and.htmlhttp://newbreedofadvertisers.blogspot.com/2010/02/on-co-existence-of-shaw-flooring-and.html

  24. Glittering Generalities • Broad statements used to associate product with audience beliefs and values • Examples: • The “All-American” candidate • A quality job well-done • Trusted like a true neighbor

  25. http://www.adpulp.com/obamarketing/

  26. Name Calling • Negative words or names used to create an unfavorable opinion of competition • Examples: • He is a terrorist • She is a tree-hugger • They are cheapskates

  27. http://blogs.reuters.com/talesfromthetrail/tag/newt-gingrich/page/5/http://blogs.reuters.com/talesfromthetrail/tag/newt-gingrich/page/5/

  28. Plain Folks • Spokesperson is an ordinary citizen, “someone just like you” who can be trusted • Examples: • The neighbor recommends this candidate • Mom loves this product

  29. http://www.abouttheimage.com/2801/visual_case_study_ariel_sensitive_laundry_detergent/author24http://www.abouttheimage.com/2801/visual_case_study_ariel_sensitive_laundry_detergent/author24

  30. Either/Or Thinking • Make the audience believe that only two options are possible, with no middle ground or possibilities • Examples: • Either you support the war or you are on the side of the terrorists. • Either you buy organic food or you don’t care about your family’s health.

  31. http://theplantrant.com/tag/legalization/page/2/

  32. False Cause and Effect • If B follows A, then A must cause B • Example: • A man ate pizza everyday. That man lived to be 100. Eating pizza everyday will make you live a long life.

  33. In a 12-year study of more than 70,000 nurses, those who ate more whole grain weighed less than those who ate less whole grain. * http://wholegrainnation.eatbetteramerica.com/benefits/

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