PERSUASIVE TECHNIQUES

Maureen Sikora

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 Bandwagon Testimonial Cardstacking Namecalling Snob Appeal Repetition Glittering Generalities Scientific Data Plainfolks Positive/Negative Consequences Emotional Appeal

BANDWAGON Get in and sing with us!!

Encourages the reader to do what “everyone” else is doing. If the reader “follows the “crowd” he or she will be “cool.”

EXAMPLE OF BANDWAGON

TESTIMONIAL “Ive already done this, so I can tell

you…”

Uses the personal story to encourage the reader to try something. *People are sometimes more willing to do something if someone else has already had success with it.

CARDSTACKING “How many more cards can I

stack up there?” *Only shows the “positive” side

of the story. The writer gives multiple reasons, one after another. The abundance of reasons can intimidate the reader from disagreeing.

Common way for people to argue their side…stacking up the reasons why, without the other view

Used in politics a lot

NAMECALLING “Nah Nah, you’re not as good as me!” The writer is trying to make the other side

look bad. The reader sees it as something they don’t

want to be associated with.

SNOB APPEAL “I’m absolutely perfect!” The reader will want to be like the

expensively dressed “rich” people who use this product or thing.

REPETITION “If I just keep saying it, eventually, you’ll

believe me.” “Repeatedly uses the same phrase or

idea (3 or more times). Writer uses repetition for an effect.

Overuse of repetition is annoying! Don’t do it!

GLITTERING GENERALITIES “But it looks so wonderful! How could it be

wrong?” Paints a happy/safe/ wonderful, etc. picture.The reader thinks “it” is such a great idea that he or she doesn’t want to disagree with it.

SCIENTIFIC DATA I have Proof!! A proven fact or idea that the reader

must believe. If a write “makes up” a scientific fact for an essay, it must be rational, realistic, and believable.

PLAINFOLKS “Hey neighbor! I have something for

you to try! Ordinary people try to get you to buy or

do things. The writer says I’m just like you so you should listen to me.

(Think politicians)

POSITIVE AND NEGATIVE CONSEQUENCES “If …..then…” Makes the reader think he or she wants

or doesn’t want to have something happen to him or her.

Example: Smoking commercials

EMOTIONAL APPEAL I feel so bad that I’d like to help. Writers use words to describe the

situation that they know the audience will react to. (Example: Babies, puppies, etc.)

This can be for a happy reaction or a sad reaction.

(Babies…cute….ads are funny…they make you remember.)

(Hungry children….sad, makes you want to respond)

CELEBRITY SPOKESPERSON If ______ uses this, then it must be cool!!

Consumers are linking a celebrity with a certain product in hopes that they will transfer their love for that celebrity to the product.

WHAT ARE THEY ADVERTISING?INTENDED AUDIENCE?PERSUASIVE TECHNIQUE?