persuasive techniques in advertising
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Persuasive Techniques in AdvertisingTRANSCRIPT
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LESSON
15ACADEMIC VOCABULARY COPYMASTER
Analyzing PersuasiveTechniques in Advertising
PersuasiveTechnique
How It Is Used Intended Effect
Bandwagon Uses the argument that a personshould believe or do somethingbecause everybody else does
Consumers buy the product because theywant to fit in. Consumers assume that if others buy it,the product must be good.
Bait andSwitch
Dishonest tactic in which asalesperson lures customers intoa store with the promise of a bargain
Consumers are persuaded to buy a moreexpensive item.
CelebritySpokesperson
Uses a celebrity or famous person toendorse a product
Consumers transfer admiration or respectfor the celebrity to the product.
EmotionalAppeals
Make viewers feel certain emotions,such as excitement, sadness, or fear
Audience transfers that feeling to theproduct.
GlitteringGeneralities
Emphasizes highly valued beliefs, suchas patriotism, peace, or freedom
Consumers accept this information, oftenwithout enough real evidence to supportthe claim.
Humor Used to make audiences laugh, butprovides little information about theproduct or service
Consumers remember the ad andassociate positive feelings with theproduct.
Individuality Appeals to consumers desire to bedifferent from everyone else; theopposite of the bandwagon appeal
Consumers celebrate their own style, orrebel against what others are doing. Consumers perceive the product asunique, stylish, or cool.
LoadedLanguage
Uses words with positive or negativeconnotations to describe a product orthat of the competitorsuch as purr,snarl, or weasel words
The words appeal to consumers emotions,rather than their reason. Purr words, such as fresh or juicy,make a product seem more desirable.
Name-calling Attacks people or groups to discredittheir ideas
Consumers focus on the attack ratherthan the issues.
Plain Folk Shows ordinary people using orsupporting a product or candidate
Consumers trust the product because itsgood enough for regular folks.
ProductComparison
Compares a product with the inferiorcompetition
Consumers believe the feature product issuperior.
Standards Lesson Files Book 6: Media and Speaking and Listening 111Grade 9
Copyright
McD
ougalLittell/H
oughtonMifflin
Com
pany.
Media
15