persuasive techniques in media by: ms. hambleton and mr. sebek

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Persuasive Techniques in Media By: Ms. Hambleton and Mr. Sebek

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Page 1: Persuasive Techniques in Media By: Ms. Hambleton and Mr. Sebek

Persuasive Techniques in Media

By: Ms. Hambleton and Mr. Sebek

Page 2: Persuasive Techniques in Media By: Ms. Hambleton and Mr. Sebek

Two Main Types… Emotional Techniques – focus on

getting you to WANT something. Plays on your emotions, desires, and ideals – buying with your heart

Rational Techniques – focus on what you NEED. Plays on rational arguments – buying with your mind

Most commercials will use a combination of BOTH techniques.

Page 3: Persuasive Techniques in Media By: Ms. Hambleton and Mr. Sebek

Emotional Techniques

Page 4: Persuasive Techniques in Media By: Ms. Hambleton and Mr. Sebek

Purr Words Choosing words that positively

influence the audience of an item or issue.

Voice and tone are positive Example: Is a hamburger juicy or

greasy? Is a government program an investment or a waste?

What other examples can you think of?

Page 5: Persuasive Techniques in Media By: Ms. Hambleton and Mr. Sebek

Repetition Ideas repeated over and over and

over and over and over and over again!

Can come in form of musical tune (jingle), logo, slogan, or mascot

Getting the idea stuck in your head! Examples: McDonald’s “I’m lovin it!”

“Eat Mor’ Chikin!” Can you think of other examples?

Page 6: Persuasive Techniques in Media By: Ms. Hambleton and Mr. Sebek

Humor

The use of funny situations, comments or jokes to convince the buyer to purchase the product

Makes it memorable GEICO, cell phone commercials, Jack

in the Box ads Can you think of any other examples?

Page 7: Persuasive Techniques in Media By: Ms. Hambleton and Mr. Sebek

Celebrity Endorsement The use of a celebrity to sell a

product. The viewer wants to be like the

celebrity and thinks that by buying the product, they will be more like him or her.

Examples: Milk Ads, Air Jordans, Toby Keith and Ford trucks

Can you think of any others?

Page 8: Persuasive Techniques in Media By: Ms. Hambleton and Mr. Sebek

Expert Testimonials

Because someone is an expert, you are willing to believe what they say

Examples: Golden Globe winners (movies), doctors recommending certain medications

What products are you most likely to buy based on expert testimonial?

Page 9: Persuasive Techniques in Media By: Ms. Hambleton and Mr. Sebek

Individual Testimonial/Anecdote

Anecdote – plain people say it is good, so it must be good

Uses REAL people, not actors! Examples: Diet commercials,

Church’s Chicken “I know what good is”.

What others do you know?

Page 10: Persuasive Techniques in Media By: Ms. Hambleton and Mr. Sebek

Emotional Appeal

An appeal to fear or anger to sway the audience. May also add climax or excitement (negative emotions)

Uses images and dramatic situation Examples: Starving children in Africa

commercials, Pet adoption commercials

What else can you come up with it?

Page 11: Persuasive Techniques in Media By: Ms. Hambleton and Mr. Sebek

Snob Appeal

Plays on the idea of individuality, being better than everyone else

Examples: Lexus ads, Gucci, Rolex What other ideas can you come up

with?

Page 12: Persuasive Techniques in Media By: Ms. Hambleton and Mr. Sebek

Bandwagon

PEER PRESSURE – everybody wants to do it, so you should too!

Peer Pressure can be POSITIVE!! Examples: anti-drug commercials,

clothing lines/brands, new show hype Where do you see bandwagon used in

advertising?

Page 13: Persuasive Techniques in Media By: Ms. Hambleton and Mr. Sebek

Word of Mouth

“grapevine” talk; gossip Advertising something through talking

with friends, etc. Example: gossip magazines, movies,

clothing, food What is the latest word on The Jonas

Brothers?

Page 14: Persuasive Techniques in Media By: Ms. Hambleton and Mr. Sebek

Rational Techniques

Page 15: Persuasive Techniques in Media By: Ms. Hambleton and Mr. Sebek

Factual

The use of facts to sell a product or idea

Facts cannot be disputed but may not tell the whole story

Audience is overwhelmed with information

Example: car commercials, anti-drug commercials, medicines

Page 16: Persuasive Techniques in Media By: Ms. Hambleton and Mr. Sebek

Statistics Statistics—deals with collection,

analysis and presentation of masses of numerical data

Use of statistics to persuade audience to buy product or idea

Use of NUMBERS to sell an item (percentages, ratios, etc.)

Sometimes one-sided Example: drug ads, toothpaste ads

Page 17: Persuasive Techniques in Media By: Ms. Hambleton and Mr. Sebek

Bargaining Creating situations where the viewer

feels he must make a decision quickly Attempting to create an impulse buy,

creating a “good deal” “But Wait! There’s More!” “Order within the next 10 minutes

and…” Examples: Infomercials, CD

collections, coupons, sales papers

Page 18: Persuasive Techniques in Media By: Ms. Hambleton and Mr. Sebek

Group Activity In groups of three: use magazines

and/or newspapers to find examples of both EMOTIONAL and RATIONAL techniques

Cut out:3 examples of emotional techniques2 examples of rational techniques

Paste onto chart paper and label the techniques being used.