Transcript Common Persuasive Techniques - Exeter Township School District

PERSUASIVE
TECHNIQUES
WHAT IS PERSUASION?
A way to convince an audience…
to buy a certain product
 to believe something
 to act in a certain way
 to agree with a point of view

BANDWAGON
A statement appealing readers/listeners to follow
the crowd. In other words, join in because others
are doing it, and you don’t want to be left behind.
CARD STACKING


Only presenting information that is positive to an
ideal or proposal and omitting information
contrary to that.
What would be a good example of this?
GLITTERING GENERALITIES


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Using words that have different positive meanings
for individual subjects but are linked to highly
valued concepts
Examples: When a person is asked to do something
in “defense of democracy” they are more likely to
agree.
Word choice: honor, glory, love of country, freedom
NAME CALLING
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
The use of derogatory language or words that
carry a negative connotation when describing an
enemy or opponent
Example: political campaigns
PLAIN FOLK


An attempt for advertisers and propagandists to
convince the public that their views reflect those
of the common person and that they are also
working for their benefit
Where do you see examples of this?
TESTIMONIAL

Endorsements which connect a famous or
respectable person with a product or viewpoint.
TRANSFER
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An attempt to make audiences view a certain
item in the same way as they view another item
in order to link the two in the subject’s mind
Example: “The American pioneers worked hard
because they cared about the future. If you care
about the future of your family, then see your
agent at Pioneer Insurance."
ASSERTION

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An energetic statement presented as a fact
although it isn’t necessarily true
Where do you see an example of this in
advertising?
LESSER OF TWO EVILS
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An attempt to convince subject of an idea or
proposal by presenting it as the least of offensive
options
Example: wartime sacrifices, convincing your
parents to let you do something
PINPOINTING THE ENEMY

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An attempt to simplify a complex situation by
presenting one specific group or person as the
enemy
Examples: 9/11 terrorists
SIMPLIFICATION
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Reduces a complex situation to a clear cut choice
involving good and evil
Example: common stereotypes
SLIPPERY SLOPE


Maintains that a small action will inevitably lead
to greater actions and consequences that often
are illogical
Example: “If you don’t finish your math
homework, you will be homeless when you are
twenty years old.”
ETHOS, LOGOS, PATHOS

Persuasion based on appealing to certain
qualities or beliefs of the audience

Ethos: appeal to ethics

Logos: appeal to logic

Pathos: appeal to emotion
AUDIENCE AWARENESS
Advertisers know how to
 target their audiences
 use appropriate persuasive technique(s)
 stimulate emotional appeal in their audiences,
which directly corresponds to dollars and cents
Propagandists know how to
 target their audiences
 use appropriate persuasive technique(s)
 stimulate emotional appeal in their audiences,
which directly corresponds to choosing a viewpoint
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

WHO IS THE AUDIENCE?
Porche
Audience?
Persuasive
techniques?
Purpose?
Audience?
Purpose?
Persuasive
techniques?
Purpose?
Audience?
May 31st
World No
Tobacco Day
Persuasive
techniques?
Audience?
Purpose?
Persuasive
techniques?
Purpose?
Mini Cooper
Persuasive
techniques?
Audience?
ADDITIONAL SOURCES
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https://www.youtube.com/watch?v=-GhiBkjtsKw (Sears Trailer)
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http://www.youtube.com/watch?v=h-8PBx7isoM (Embrace Life)
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https://www.youtube.com/watch?v=tTbLBL2P6YA (Budweiser)
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http://www.youtube.com/watch?v=iYhCn0jf46U (Dove Evolution)
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http://www.youtube.com/watch?v=6Cf7IL_eZ38 (A Day Made of Glass)
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http://www.youtube.com/watch?v=aiCq1ZMOa-w (AT&T: Train)
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http://www.youtube.com/watch?feature=endscreen&NR=1&v=DebhWD
6ljZs (AT&T documentary)