Transcript The Power of persuasion - Greenfield

THE POWER OF PERSUASION
BANDWAGON APPEAL
• TAPS INTO PEOPLE’S DESIRE TO BELONG
• EXAMPLE:
• MILLIONS OF TEENS HAVE MADE CITY JEANS PART OF THEIR WARDROBE. WHAT ARE
YOU WAITING FOR?
• HTTPS://WWW.YOUTUBE.COM/WATCH?V=ZPBS5_ZYTRG
SNOB APPEAL
• TAPS INTO PEOPLE’S NEED TO FEEL SUPERIOR TO OTHERS.
• EXAMPLE:
• JOIN THE BROOKSIDE CLUB FOR SEASONED SKIERS—BECAUSE YOUR WAY BEYOND
THE BEGINNERS SLOPES.
• HTTP://WWW.YOUTUBE.COM/WATCH?V=P-4MOKVSSGS
TESTIMONIAL
• RELIES ON THE BACKING OF A CELEBRITY, AND EXPERT, OR A SATISFIED CUSTOMER.
• EXAMPLE:
• “AS A SUPERMODEL, IT’S IMPORTANT FOR ME TO HAVE A GREAT SMILE. BRITE STRIPS
WHITEN YOUR TEETH WITHOUT THE WAIT.”
• HTTPS://WWW.YOUTUBE.COM/WATCH?V=TU9KR0NRSPU
TRANSFER
• CONNECTS
IDEA.
A PRODUCT, A CANDIDATE, OR A CAUSE WITH A POSITIVE IMAGE OR
• EXAMPLE:
• VOTE FOR CLEANER AIR. VOTE FOR TONY LEONARD!
• HTTPS://WWW.YOUTUBE.COM/WATCH?V=F0OVNGTHKNG
ETHICAL APPEAL
• TRIES TO GAIN MORAL SUPPORT FOR A CLAIM BY LINKING THE CLAIM TO A WIDELY
ACCEPTED VALUE.
• EXAMPLE:
• IF YOU BELIEVE THAT EVERY CHILD DESERVES A GOOD EDUCATION, SUPPORT THE
GREAT MINDS ORGANIZATION.
• HTTPS://WWW.YOUTUBE.COM/WATCH?V=0TGW69_M6NU
APPEAL TO FEAR
• MAKES PEOPLE FEEL AS IF THEIR SAFETY, SECURITY, OR HEALTH IS IN DANGER
• EXAMPLE:
• “HOW CLEAN ARE THE HOTEL ROOMS YOU’RE STAYING IN? YOU’LL BE SHOCKED BY
WHAT OUR DOCUMENTARY REVEALS.”
• HTTPS://WWW.YOUTUBE.COM/WATCH?V=F0KCYP_IPTG
APPEAL TO PITY
• TAPS INTO PEOPLE’S COMPASSION FOR OTHERS
• EXAMPLE:
• FOR THE COST OF ONE CUP OF COFFEE A DAY, YOU COULD SAVE A LIFE.
• HTTPS://WWW.YOUTUBE.COM/WATCH?V=KCAR0I02WG0
LOADED LANGUAGE
• USES WORDS
EMOTIONS.
WITH STRONGLY POSITIVE OR NEGATIVE CONNOTATIONS TO STIR PEOPLE’S
• EXAMPLE:
• THE ALLEY NEXT TO THE PARKING LOT IS DARK AND DANGEROUS. VOTE TO INCREASE THE
NUMBER OF STREET LAMPS IN OUR NEIGHBORHOOD. RESIDENTS DESERVE TO FEEL SAFE AND
PROTECTED.