Can you be persuaded? Can You Be Persuaded? Smart Consumers Recognize persuasive techniques and Look for Loaded Language
Can you be persuaded? • Everywhere you look these days, you see an advertisement for something… • Billboards • Magazines • Newspapers • Television • Movie trailers • Don’t think of these things as literature? THEY ARE! • Even a TV commercial had to be written down sometime! • And all of these ads have the same purpose TO PERSUADE!
Did you know? 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/
How do they do it? • Propaganda – information, ideas, or rumors deliberately spread widely to help or harm a person,group, movement, institution, nation,etc.
Loaded Language • Words that are emotionally “charged” to cause a reaction. • Often adjectives – words that describe nouns. • Tell us which one, what kind, or how many.
got milk? Slogan • Slogan: A memorable phrase used in a campaign or a series of commercials. • Viewers remember the slogan and associate it with the product. Some become a part of everyday language
Bandwagon Encourages you to be a part of what everybody else is supposedly doing. • Advertisers can also use this negatively, to make you worry that you’ll lose friends if you don’t use a certain product. • Ex: Join the Pepsi Generation!
Image/Beauty Appeal • Uses our natural attraction to beautiful people to attract us to the product. • Consumers want to be beautiful too, so shouldn’t we use the same products as beautiful people?
Cardstacking • Comparing two similar products with one always being superior. • Ex: Tide laundry detergent vs. Brand X
k Common Folk • Appeals to the general public by saying that the people in the ads are the same as you. • Associates product with “normal” way of doing things. • Ex: Choosy Moms choose Jif (Peanut Butter). Click on the Hamburger Helper box to watch a “Common Folk” ad
Escape Escape • Getting away from it all is very appealing. • Pictures and thoughts that help you imagine adventures you cannot really have.
Glittering Generality littering Generalities • Using attractive words without mentioning details. • Ex: McDonald’s, I’m Lovin’ It! (I’m lovin’ what?)
Emotional Nurture • Associates products with taking care of or loving someone or something. • Every time you see an animal or a child, it appeals to your paternal (dad) or maternal (mom) instincts.
Scientific/Statistical Claim Scientific/Statistical Claim • Provides some sort of scientific proof or experiment, very specific numbers, or an impressive- sounding ingredient.
Testimonial/ Celebrity Endorsement Celebrity Endorsement This can also be a testimonial if he/she claims to use the product. • Associates product use with a well-known person or a person who seems trustworthy. • Consumer led to believe that he/she will become more like spokesperson. • Will wearing Nikes help Muster play better b-ball? Doubtful!