Transcript Common Persuasive Techniques

PERSUASION IS ALL AROUND YOU!
“Can You Hear Me Now?”
WHAT IS PERSUASION?
A means of convincing people:
 to buy a certain product
 to believe something or act in a certain way
 to agree with a point of view
COMMON PERSUASIVE TECHNIQUES
OFTEN USED IN ADVERTISING
 Slogan
 Repetition
 Bandwagon
 Testimonial
 Emotional Appeal
 Expert Opinion
Purpose?
SLOGAN: “CAN YOU HEAR ME NOW?”
A catchy phrase or statement often used to sell a service or a product
REPETITION:
THE NAME OF A PRODUCT IS REPEATED MANY
TIMES
HEAD ON Apply
directly to the
forehead
HEAD ON Apply
directly to the
forehead
HEAD ON Apply
directly to the
forehead
BANDWAGON
A statement suggesting that everyone is using a specific product, so you
should too
TESTIMONIAL
A well-known person supports a product or service
EMOTIONAL APPEAL
A person is made to have strong feelings about a
situation or product
There are oh so many to choose from!
 Fear
Hope
 Love
Surprise
 Guilt
Shame
 Excitement
Anger,
 Trust,
Depression
 Envy
Sympathy
Loneliness
 Not all are appropriate for all tasks and
audiences
 Cheetos vs. Jack LaLanne Power Juicer
EXPERT OPINION
Experts approve this product, so you should use it
“Four out of five dentists recommend sugarless gum for their patients
who chew gum”
QUICK REVIEW
 Slogan
 Repetition
 Bandwagon
 Testimonial
 Emotional Appeal
 Expert Opinion
 http://www.youtube.com/watch?v=i-KKCztPBRg
AUDIENCE AWARENESS
Advertisers know how to

Target their audiences
 Demographics, Knowledge, Interests

Use appropriate persuasive techniques
 And you can do it too!
BUT WHYYYYY?
How does an analysis of audience affect my writing?
An audience affects the following:
 The Message (What do readers care about? What are they likely to act upon?)
 The Argument (What would be convincing? What kinds of evidence are normally used
for this type of reader?)
 Word Choice (Should you use jargon/slang or formal/professional language?)
 Sentence Types and Lengths (Can you use fragments? Long, complex patterns or short
simple ones, or a combination?)
 Tone (Is it personal, friendly, distanced, humorous, serious?)
Together, these elements constitute your writing style.Your writing style
should be adjusted appropriately according to your audience.
WHO’S THE AUDIENCE?
Audience?
Audience?
Purpose?
Persuasive
technique?
Audience?
Purpose?
Persuasive
technique?
Audience?
Audience?
Purpose?
Audience?
Purpose?
Audience?
Purpose?
Persuasive
technique?
Audience?
Persuasive
technique?
AUDIENCE ANALYSIS
WHAT YOU’LL NEED TO DO BEFORE YOUR SPEECHES
Four Aspects: Attitudes, Knowledge, Composition, Interest
Identify who your audience will be (according to task)
Have at least three different questions (Samples)
Would you consider me for (blank) why/why not?
How do you feel about (controversial topic)?
What do you enjoy/need in life?
How much do you know about (blank)?
Adjust your speeches accordingly
Audience will vote on whether or not they have succeeded, why
Identify the persuasive arguments presented
RELEVANT FACTS
 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/
MAKING CONNECTIONS
 What is your favorite jingle?
 What slogan for a product do you find yourself saying?
 What TV commercial has influenced you to make a purchase?
 Since Tubby Smith and Billy Gillispie shop at Kroger, does that mean we
should too?
REFLECTION
“Persuasion is all around you”
In addition to TV commercials, where else do you see persuasion all
around you? Is that persuasion influencing you or your family in any
way? Explain.
POTENTIAL SELECTIONS
CHOOSE A TASK FOR YOUR PERSUASIVE SPEECH
Want someone to do something...
Go on your favorite reality show
Sell a product
Raise money for a cause
Dating Show
Political Speech
Job Interview
Personal Preference
CONSIDER A PURPOSE
The persuader needs to select a purpose that is realistic for his/her audience. Five general
purposes of persuasion are listed below.
Create uncertainty. When an audience is strongly opposed to the persuader's view, the best
that may be possible for the speaker is to make the audience a little less certain they are
right, a little less comfortable with their current attitude.
Reduce resistance. If the audience is moderately opposed to the speaker's position but not
closed-minded, the persuader may be able to reduce opposition to his/her view and move
the audience toward neutrality. While not expecting a reversal of views this goal asks the
audience to recognize the validity of opinions different from their own.
Change attitude. If the audience is not committed especially strongly to any attitude on the
topic this goal is appropriate.
Amplify attitude. If the audience is already moderately favorable to the persuader's view,
the speaker can design a message which will reinforce current attitudes in the audience,
help the audience resist appeals from opponents, and (perhaps) motivate the members of
the audience to become strongly committed to the speaker's position.
Gain behavior. When an audience strongly favors the persuader's position, the logical goal is
to get them to ACT on their convictions.
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