Persuasive Techniques

Glittering Generality

• Information that is so general it sounds like a fact, but isn’t. • Folgers

The best part of waking up is Folger’s in your cup.

Exaggeration

• Making something seem better or more important than it is

• Bridgestone tires

They are selling a tire.

Repetition

• People will often believe something if they hear it over and over again

• Army Strong

I am strong. I am Army strong.

Bandwagon

• Relying on what others are doing before making their own decision

• Dr. Pepper

Everyone was drinking Dr. Pepper.

Expert Testimony

• Famous people or someone you respect or like says the product is good and advertises the product

• Ozzy vs. Justin Bieber

Ozzy and Bieber are promoting Best Buy.

Citing Statistics

• Uses many facts, numbers, statistics to make the product seem better.

• Toyota Tundra

Toyota Tundra gives lots of facts about the transmission.

Loaded Words

• Words that tend to cause favorable or unfavorable reactions.

• Braum’s

They showed the ice cream and said it was creamy, fresh, plump cherries, tart peaches, etc.

Buzz Words

• Words that have suddenly become popular with consumers

• Multi Grain Cheerios

The ad used words like multi-grain and low in fat

Transference

• Associating a symbol with the product

• VW and Darth Vader

Darth Vader is using “the force” to start the VW Passat.

Name-Calling

• Using words like “inexperienced” or “weaker than” when talking about the competition, without actually proving it.

• Political Ad 2010

Opponent is stealing yard signs and receivingIllegal money.

Plain Folks

• People just like you, are buying it, so why don’t you?

• Doritos

College age man eat doritos while Sitting on the couch.

Emotional Appeals

• Someone tries to use your emotions to make you feel better about buying a product

• Ronald McDonald House

• Citibank

The little girl takes her father’s pennies to help the Ronald McDonald House.

Identity theft can happen to anyone, even if you are big and tough.

Free or Bargain

• A speaker suggests that the public can get something for nothing or almost nothing.

• Cingular

Cingular is offering unlimited texting for only$5 more a month and a free LG phone.