persuasive techniques how the advertisers hook you

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Persuasive Techniques How the Advertisers Hook You

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Page 1: Persuasive Techniques How the Advertisers Hook You

Persuasive TechniquesHow the Advertisers

Hook You

Page 2: Persuasive Techniques How the Advertisers Hook You

Bandwagon• Stresses popularity of

the product

• Viewers buy because they want to fit in

• If everyone’s buying it, it must be good

Page 3: Persuasive Techniques How the Advertisers Hook You

“…everyone

wants to be a pepper,

too”

Page 4: Persuasive Techniques How the Advertisers Hook You

Testimonial or Celebrity Endorsement

• Picture or statement from a famous person

• Viewers associate the product with the celebrity

• Viewers like the product because they like the celebrity

Page 5: Persuasive Techniques How the Advertisers Hook You

Tiger says, “Buy it from Nike!”

Page 6: Persuasive Techniques How the Advertisers Hook You

Transfer• Associating love, respect or

admiration we have for a person or symbol, and transferring it to a product.

• Viewers transfer the feeling for the symbol to the product

• Viewers think if they buy the product, they’ll get the feelings associated with it

Page 7: Persuasive Techniques How the Advertisers Hook You

Transfer examples

• Put a picture of a flag on a company logo or package product feel patriotic; buy American and support the troops

• Car ad shows cute girl in the passenger seat buy the car, get the girl, too.

• Soap ad under a waterfall feel cool and fresh

Page 8: Persuasive Techniques How the Advertisers Hook You

From the official Chevy website

Page 9: Persuasive Techniques How the Advertisers Hook You

Ad for Super-Chevy magazine subscription

Page 10: Persuasive Techniques How the Advertisers Hook You
Page 11: Persuasive Techniques How the Advertisers Hook You

Purr Words…glittering generalities

• Words have no specific meaning, but sound good

• Words make product seem more desirable

• Words appeal to emotion rather than reason

Page 12: Persuasive Techniques How the Advertisers Hook You
Page 13: Persuasive Techniques How the Advertisers Hook You

Ad for a dandruff shampoo called Nozoral

Page 14: Persuasive Techniques How the Advertisers Hook You

Emotional Appeal

• Commercials are designed to trigger certain emotions

• If viewers feel good about the commercial, they’ll feel good about the product

Page 15: Persuasive Techniques How the Advertisers Hook You

Excerpts from a Hallmark Commercial

Girl is late for music lesson…

knows it’s her grumpy teacher’s birthday, so she writes him a card…

Page 16: Persuasive Techniques How the Advertisers Hook You

Grumpy teacher can’t stay grumpy when he reads the sweet card….

Girl is happy she made him smile…

Everyone feels good!

Page 17: Persuasive Techniques How the Advertisers Hook You

Product comparison --cardstacking

• All facts and figures support one product and not the other

• Viewers question the quality of the other product

• Viewers believe the featured product is better

Page 18: Persuasive Techniques How the Advertisers Hook You

OUR BRAND BRAND X

X FRESH X

X TASTES GREAT X

X WHITENS NO

X BRIGHTENS NO

Page 19: Persuasive Techniques How the Advertisers Hook You

Name-Calling• Give someone or

something a ‘bad name’ so others will dislike him or it

• Viewers will dislike and distrust the person/product

• Viewers question the value / honesty / worth of the person or product

Page 20: Persuasive Techniques How the Advertisers Hook You
Page 21: Persuasive Techniques How the Advertisers Hook You

Plain Folk or Elitism

• Ads appeal to the common man or to the rich/elite

• Viewers think the ad/politician can relate to them because they are like them

• Viewers want to be elite, so they buy the product.

Page 22: Persuasive Techniques How the Advertisers Hook You

“Pardon me, would you have any Grey Poupon?”

Page 23: Persuasive Techniques How the Advertisers Hook You

Repetition• Commercial features

words or images that are stated or shown over and over again.

• Viewers will be more likely to remember the product.

Page 24: Persuasive Techniques How the Advertisers Hook You

Meow, meow, meow, meow, meow, meow, meow, meow…

Meow, meow, meow, meow, meow, meow, meow, meow…

Page 25: Persuasive Techniques How the Advertisers Hook You
Page 26: Persuasive Techniques How the Advertisers Hook You

Security (fear)• Draws on viewers

fears by telling them their jobs or lives are in danger

• Makes viewers feel unsafe

• Viewers believe product will protect them.

Page 27: Persuasive Techniques How the Advertisers Hook You
Page 28: Persuasive Techniques How the Advertisers Hook You

This could happen to YOU!

Page 29: Persuasive Techniques How the Advertisers Hook You

Slogan• “A memorable phrase is used in a

campaign, or a series of commercials for a product or company.

• Viewers remember the slogan and associate it with the product.

• Effective slogans can become part of everyday language.

Page 30: Persuasive Techniques How the Advertisers Hook You

Things go better with Coke!

Page 31: Persuasive Techniques How the Advertisers Hook You

You deserve a break today, so get up and get away

to McDonald’s…

Page 32: Persuasive Techniques How the Advertisers Hook You
Page 33: Persuasive Techniques How the Advertisers Hook You

Be All that You Can Be --- In the Army

Page 34: Persuasive Techniques How the Advertisers Hook You

One Thou-sand Points of Light…

Page 35: Persuasive Techniques How the Advertisers Hook You

Just Do It!

Page 36: Persuasive Techniques How the Advertisers Hook You

got milk?

Page 37: Persuasive Techniques How the Advertisers Hook You

ReviewPersuasiveTechniques

Page 38: Persuasive Techniques How the Advertisers Hook You

Bandwagon• Stresses popularity of

the product

• Viewers buy because they want to fit in

• If everyone’s buying it, it must be good

Page 39: Persuasive Techniques How the Advertisers Hook You

Testimonial or Celebrity Endorsement

• Picture or statement from a famous person

• Viewers associate the product with the celebrity

• Viewers like the product because they like the celebrity

Page 40: Persuasive Techniques How the Advertisers Hook You

Transfer• Associating love, respect or

admiration we have for a person or symbol, and transferring it to a product.

• Viewers transfer the feeling for the symbol to the product

• Viewers think if they buy the product, they’ll get the feelings associated with it

Page 41: Persuasive Techniques How the Advertisers Hook You

Purr Words…glittering generalities

• Words have no specific meaning, but sound good

• Words make product seem more desirable

• Words appeal to emotion rather than reason

Page 42: Persuasive Techniques How the Advertisers Hook You

Emotional Appeal

• Commercials are designed to trigger certain emotions

• If viewers feel good about the commercial, they’ll feel good about the product

Page 43: Persuasive Techniques How the Advertisers Hook You

Product comparison --cardstacking

• All facts and figures support one product and not the other

• Viewers question the quality of the other product

• Viewers believe the featured product is better

Page 44: Persuasive Techniques How the Advertisers Hook You

Name-Calling• Give someone or

something a ‘bad name’ so others will dislike him or it

• Viewers will dislike and distrust the person/product

• Viewers question the value / honesty / worth of the person or product

Page 45: Persuasive Techniques How the Advertisers Hook You

Plain Folk or Elitism

• Ads appeal to the common man or to the rich/elite

• Viewers think the ad/politician can relate to them because they are like them

• Viewers want to be elite, so they buy the product.

Page 46: Persuasive Techniques How the Advertisers Hook You

Repetition• Commercial features

words or images that are stated or shown over and over again.

• Viewers will be more likely to remember the product.

Page 47: Persuasive Techniques How the Advertisers Hook You

Security (fear)• Draws on viewers

fears by telling them their jobs or lives are in danger

• Makes viewers feel unsafe

• Viewers believe product will protect them.

Page 48: Persuasive Techniques How the Advertisers Hook You

Slogan• “A memorable phrase is used in a

campaign, or a series of commercials for a product or company.

• Viewers remember the slogan and associate it with the product.

• Effective slogans can become part of everyday language.

Page 49: Persuasive Techniques How the Advertisers Hook You

DON’T TAKE THE BAIT!

Page 50: Persuasive Techniques How the Advertisers Hook You

Don’t let advertisers hook you….

Page 51: Persuasive Techniques How the Advertisers Hook You

THINK BEFORE YOU SPEND!