persuasive appeals: motivating your audience
DESCRIPTION
Persuasive Appeals: Motivating your audience. July 3, 2006. Persuasive Appeals. Straight Announcement VO by announcer or DJ Informational/rational Facts about the product List of benefits Even gets out blood stains Computer ads. Persuasive Appeals. Demonstration - PowerPoint PPT PresentationTRANSCRIPT
PersuasivePersuasive Appeals:Appeals:Motivating your audienceMotivating your audience
July 3, 2006
PersuasivePersuasive AppealsAppeals Straight AnnouncementStraight Announcement
VO by announcer or DJVO by announcer or DJ
Informational/rationalInformational/rational Facts about the productFacts about the product List of benefitsList of benefits Even gets out blood stainsEven gets out blood stains Computer adsComputer ads
Persuasive AppealsPersuasive Appeals DemonstrationDemonstration
Show audience how product worksShow audience how product works InfomercialsInfomercials Fitness gearFitness gear
TestimonialTestimonial Client speaks of product benefitsClient speaks of product benefits Jared of SubwayJared of Subway
Persuasive AppealsPersuasive Appeals Celebrity EndorsementCelebrity Endorsement
Tie product image to famous personTie product image to famous person MJ & Jackie Chan for HanesMJ & Jackie Chan for Hanes
UrgencyUrgency Need to respond quicklyNeed to respond quickly Sale ends Saturday!Sale ends Saturday! Disney DVD unavailable for 10 yearsDisney DVD unavailable for 10 years
Persuasive AppealsPersuasive Appeals Emotion/sentimentalEmotion/sentimental
Inflated emotions related to the productInflated emotions related to the product HallmarkHallmark
FearFear Scare audience away from or Scare audience away from or
toward product or behaviortoward product or behavior Baldness, hair restorationBaldness, hair restoration Drugs, Just say noDrugs, Just say no
Persuasive AppealsPersuasive Appeals HumorHumor
Associate humor with product imageAssociate humor with product image Often memorable, not always effectiveOften memorable, not always effective Bud - Wassup?!Bud - Wassup?! Office LinebackerOffice Linebacker
Slice of LifeSlice of Life Problem/solution in story formProblem/solution in story form Detergent, dandruff, slice & bake Detergent, dandruff, slice & bake
cookiescookies
Persuasive AppealsPersuasive Appeals Dramatize Dramatize problemproblem
Then offer solutionThen offer solution Hertz - Hertz - Not exactlyNot exactly Diarrhea, prescription drugsDiarrhea, prescription drugs Employees fired for mistakesEmployees fired for mistakes
Dramatize Dramatize benefitbenefit As the soloutionAs the soloution Prescription drugsPrescription drugs Sprint, “Hear a pin drop”Sprint, “Hear a pin drop”
Persuasive AppealsPersuasive Appeals
Before / AfterBefore / After Demonstrate specific results of using productDemonstrate specific results of using product Grecian formula, weight lossGrecian formula, weight loss
ImageImage Associate production with some image, style, attitude, Associate production with some image, style, attitude,
“coolness”“coolness” Cadillac, Nike, Sprite, Mountain DewCadillac, Nike, Sprite, Mountain Dew
Persuasive AppealsPersuasive Appeals Shock!Shock!
Jar audienceJar audience Anti-drug/smoking PSAsAnti-drug/smoking PSAs
SexSex Associate product w/sexual Associate product w/sexual
satisfaction, conquestsatisfaction, conquest Calvin Klein, cologne, Cosmo, TAGCalvin Klein, cologne, Cosmo, TAG
Sex SellsSex Sells
Other Types of Persuasive Messages
Also use aforementioned persuasive techniques. Public service announcements (PSAs) are ads presented
as a community service - non-profits, public service organizations.
Advocacy ads - designed to affect public opinion or government policy.
Corrective ads try to rectify impressions formed by earlier ads.
Counter ads are usually run by a non-profit agency to fight images created by large scale campaigns they feel are not in the public interest. Often unorthodox in style (Truth campaign)
Ad/PSA guidelines Sponsor must be identified Ad time paid for PSA time free or paid for Timing exact - :30 or :60, no more, no less :15 spots growing in popularity