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Persuasive Techniques

Persuasive Techniques. Persuasive Techniques. Testimonial Statistics Bandwagon Emotional appeals Glittering Generalities . Testimonial. An individual (often famous) endorses or promotes a product, service, political candidate, social cause, etc. Testimonial.

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Persuasive Techniques

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  1. Persuasive Techniques

  2. Persuasive Techniques • Testimonial • Statistics • Bandwagon • Emotional appeals • Glittering Generalities

  3. Testimonial • An individual (often famous) endorses or promotes a product, service, political candidate, social cause, etc.

  4. Testimonial • “I’ve lost 50 pounds in only 6 months on this diet plan. If I can do it, you can too.” • Michael Jordan/ Tiger Woods selling Gatorade • Bill Gates endorsing Barack Obama for president • Justin Bieber endorsing ProActive skin care products

  5. Testimonial • Continued on next slide

  6. Statistics • Uses numbers to convince someone to do something or buy a product • facts, statistics, percentages, and cost figures to give the illusion that there is a more factual basis behind selecting the product.

  7. Statistics • "Crime went down 56% under George W. Bush's leadership while the economy rose 11%." • 9 out of 10 dentists recommend Shiny Bright toothpaste • 0 to 60 mph in 5.8 seconds • 67% crash test rating – one of the highest

  8. Statistics • Continued on next slide

  9. Bandwagon • Urges you to do or believe something or join a group because it is popular; • “everybody else” is doing it.

  10. Bandwagon • "Millions of Americans use Bayer aspirin, shouldn’t you?" • Mitsubishi is the fastest growing car maker, don’t be left out. • TV commercials showing lots of cool young people drinking the soda, implying everybody’s doing it. • Peer pressure • You too can become a part of the largest wireless network in the nation. Choose AT&T, everyone else is choosing it.

  11. Bandwagon • http://www.huffingtonpost.com/2012/02/05/super-bowl-commercials-2012-watch-video-gallery_n_1255478.html#s665313

  12. Emotional appeals • Convinces a person by making them feel a certain way – guilty, happy, patriotic, sympathetic, etc.

  13. Emotional appeals • “You can help a starving, orphaned child by making a small donation each month” • Commercials featuring abused or mistreated animals in an attempt to get you to act (give, donate, or endorse) • Features poor, neglected, or disadvantaged children in an attempt to get you to act (give, donate, or endorse

  14. Emotional appeals • http://www.5min.com/Video/Ronald-McDonald-House---Super-Bowl-Commercial-517263604

  15. Glittering Generalities • Uses positive words or phrases with a “feel-good” quality that leave a nice impression but don’t give any real guarantee; • Lots of fluff but no substance. • Highly general, abstract statements that can't really be proven; claim they have the best • Words that glitter and sparkle, while only stating generalities; vague words, not specific. • “NEW!” . . . “Fresh” . . . “Pure” . . . “Home-made.”

  16. Glittering Generalities • “Pure, fresh, mountain spring water. Bottled especially for you in Utah from only our purest mountain springs.” • “Green space” (parks, lawns, trees, and flower gardens) in communities improves the quality of life for everyone. • "Secure, safe and stable. That's the advantage of a Subaru. No other car on the road is as reliable.“ • "George W. Bush will renew America's promise and fight for freedom here and abroad."

  17. Glittering Generalities • http://www.youtube.com/watch?v=_PE5V4Uzobc&feature=player_embedded

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