Transcript Persuasion Is All Around You!

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
Card Stacking
Name Calling
Purpose?
Slogan: “Can you hear me now?”
A catchy phrase or statement often used to
sell a service or a product
Example
They’re
GRRRRRRREAT!
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
(Peer Pressure)
• The bandwagon technique convinces the reader that
everybody else is doing it. This technique is also known
as peer pressure.
The bandwagon effect created these
fine internet sensations…..
Bandwagon Example
Choosy Moms
choose Jif.
Bandwagon Examples
Testimonial
A well-known person supports a product or
service
Testimonial Examples
“Jenny Craig works
great!
I lost 75 pounds!
It can work for you too.”
Testimonial Example
Emotional Appeal
A person is made to have strong feelings
about a situation or product
Emotional Appeal
(Loaded Words)
• The writer uses emotional appeal by using words that
make the reader feel strongly about the topic. The writer
usually appeals to fear, anger, sympathy or joy. The
words the writer uses are called loaded words.
Emotional Appeal Example
• It is imperative that
airports have metal
detectors. Someone
could be hiding a weapon
and a massacre could
happen.
Emotional Appeal Example
• For just $0.70
a day, you can
make a
difference in a
child’s life.
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”
Card Stacking
• The author presents the facts for only one side
of the issue.
Card Stacking Examples
• Prescription Drug
Companies often extol
the benefits of their
wares, but any side
effects of the medicines
are listed in small print on
the bottom of packages,
or said very rapidly in the
commercials.
Name Calling
Is used to incite fears and arouse prejudices in
the viewers with the idea that the bad names
will cause people to construct a negative
opinion about a group or product. This
technique is used more often in politics than
advertising.
Example
Name Calling….
Example
Focus Points
Purpose – what is it trying to
accomplish?
Audience – who is it made for who
are they trying to
convince?
Technique – how did it try to
convince you?