Persuasive Persuasive TechniquesTechniquesHow to convince people to do what How to convince people to do what we want them to do!!!!we want them to do!!!!

Brief History of Brief History of Advertising/Persuasive Advertising/Persuasive TechniqueTechnique

Ben Franklin was the first to add big headlines Ben Franklin was the first to add big headlines into the newspapers of the American Colonies.into the newspapers of the American Colonies.

Industrial Revolution caused advertising and Industrial Revolution caused advertising and Persuasive Techniques to explode as a multi-Persuasive Techniques to explode as a multi-million dollar industrymillion dollar industry

Radio caused people not to leave their homes Radio caused people not to leave their homes and still hear advertisingand still hear advertising

Television was the third big boom to the Television was the third big boom to the advertizing industryadvertizing industry

A nickel out of every dollar A nickel out of every dollar is spent on persuasive is spent on persuasive techniquetechnique

When you add together the money spent When you add together the money spent in America on advertising, public in America on advertising, public relations, promotional efforts, political relations, promotional efforts, political campaigning, you come up with a total of campaigning, you come up with a total of $200 billion per year.$200 billion per year.

Advertising is the most widespread and Advertising is the most widespread and most sophisticated form of persuasion in most sophisticated form of persuasion in the world today.the world today.

Three General Three General Approaches to Approaches to PersuasionPersuasion

CharacterCharacter-Using the character of certain -Using the character of certain individuals as those that recommend a product. individuals as those that recommend a product. We believe in the people, we believe in the We believe in the people, we believe in the products.products.

Logic/Logos-Logic/Logos- Using facts that are aimed at our Using facts that are aimed at our minds. One cigarette company says its minds. One cigarette company says its cigarettes have only 9 mg. tarcompared ot 10 cigarettes have only 9 mg. tarcompared ot 10 mg. of tar.mg. of tar.

Emotional/PathosEmotional/Pathos- Using scenes, sayings , - Using scenes, sayings , etc. that appeal to our emotions.etc. that appeal to our emotions.

NAME THAT NAME THAT PERSUASIVEPERSUASIVETECHNIQUETECHNIQUE

Name CallingName Calling

““Don’t vote for my Don’t vote for my opponent. He’s a no-good, opponent. He’s a no-good, beady-eyed rat!!”beady-eyed rat!!”

““Vote for Hardy . He’s a Vote for Hardy . He’s a miracle-worker!”miracle-worker!”

Testimonial/Appeal to Testimonial/Appeal to Authority-A Movie Star or Authority-A Movie Star or Famous Person Endorses Famous Person Endorses the productthe product

Tye Pennington of Extreme Tye Pennington of Extreme Make-over says,“Kleanco Make-over says,“Kleanco Vacuum Cleaners are the Vacuum Cleaners are the best vacuum cleaners made.”best vacuum cleaners made.”

Slanting-Uses data, polls, Slanting-Uses data, polls, surveys, and appears surveys, and appears scientifically feasible.scientifically feasible. ““Fifty people in a taste test Fifty people in a taste test

preferred Fizz Drink to the preferred Fizz Drink to the best-selling brand.”best-selling brand.”

Bandwagon-join the Bandwagon-join the majoritymajority

““Vote for Patty Wilson. Vote for Patty Wilson. Everyone else in our class is Everyone else in our class is going to vote for hergoing to vote for her

Humility/Plain Folks-take a Humility/Plain Folks-take a humble approach and does humble approach and does not bragnot brag ““I don’t claim to have all the I don’t claim to have all the

answers. But, I’m willing to answers. But, I’m willing to true my best to solve our true my best to solve our problems.”problems.”

““Good ol’ boys like us believe Good ol’ boys like us believe in plain good Quality items”in plain good Quality items”

Snob Appeal –Opposite of Snob Appeal –Opposite of Humility…says only the Humility…says only the privileged can use this privileged can use this productproduct

“ “ Of course Crème de la Crème Of course Crème de la Crème Shampoo costs more than other Shampoo costs more than other shampoos. But it’s not for shampoos. But it’s not for everyone. It’s for special people everyone. It’s for special people who deserve only the best.”who deserve only the best.”

Eye and Nose AppealEye and Nose Appeal

A product appeal to a A product appeal to a person’s sense of smell and person’s sense of smell and sightsight

Youth AppealYouth Appeal

The product will make The product will make consumers loook or feel or consumers loook or feel or act youngeract younger

Symbol or Character Symbol or Character AppealAppeal

Companies create a well-Companies create a well-known symbol or character to known symbol or character to advertise their product.advertise their product.

Happy Family AppealHappy Family Appeal

If you buy this product your If you buy this product your family will love you foreverfamily will love you forever

Appeal to TraditionAppeal to Tradition

The manufacturer says to the The manufacturer says to the consumer, “We have made consumer, “We have made the best product for over 100 the best product for over 100 years.” Experience is the years.” Experience is the key.key.

Romantic/Sex appealRomantic/Sex appeal

Consumers will be good-Consumers will be good-looking, romantic or sexy if looking, romantic or sexy if they use this product.they use this product.

Image AppealImage Appeal

Targets a certain groups Targets a certain groups image…Hunters-Camouflageimage…Hunters-Camouflage

SlogansSlogans

Subway …Eat FreshSubway …Eat Fresh Applebees…eatin Good in the Applebees…eatin Good in the

neighborhoodneighborhood Chuckee Cheese..Where a kid can be a Chuckee Cheese..Where a kid can be a

kid.kid. McDonald’s… I’m Lovin itMcDonald’s… I’m Lovin it

Weasel WordsWeasel Words

New and New and improvedimproved

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