Persuasive Techniques Used in Advertising

Introductory Video:http://www.youtube.com/watch?v=jaGJNxCxB-s

Advertising Strategies• Advertisers use a variety of strategies to do a variety

of things:

They entice…• Consumers to buy products.• Choose a business or service that they need.• Hungry people to eat at a particular restaurant.• Children to want a specific toy.• People to donate to a certain cause or organization.• Drivers to want a reliable, sporty, or fuel efficient car.• …and more!

Advertising Techniques: ETHOSAKA CREDIBILITYWho is doing the persuading?Ethos (Credibility), or ethical appeal, means convincing by the

character of the author. We tend to believe people whom we respect. One of the central problems of argumentation is to project an impression to the reader that you are someone worth listening to, in other words making yourself as author into an authority on the subject of the paper, as well as someone who is likable and worthy of respect.

• Ethos (Greek for 'character') refers to the trustworthiness or

credibility of the writer or speaker. Ethos is often conveyed through tone and style of the message and through the way the writer or speaker refers to differing views. It can also be affected by the writer's reputation as it exists independently from the message--his or her expertise in the field, his or her previous record or integrity, and so forth. The impact of ethos is often called the argument's 'ethical appeal' or the 'appeal from credibility.

Examples of advertisements with ETHOS:

• In advertising, celebrities, experts, and intelligent confident people are usually the ones who appeal to consumers the most.

SAFE AUTOhttp://www.youtube.com/watch?v=Py8yznIZN94“VOTE”http://www.youtube.com/watch?v=B3aqajRVi3UADIDAShttp://www.youtube.com/watch?v=UsgSwyAw_WUTOOTHPASTE (1960s!)http://www.youtube.com/watch?v=BPu1VevHWLUNIKEhttp://www.youtube.com/watch?v=N9kSfQybPsA

Advertising Techniques: LOGOS• Logos (Logical) means persuading by the use of reasoning.

This will be the most important technique we will study, and Aristotle's favorite. We'll look at deductive and inductive reasoning, and discuss what makes an effective, persuasive reason to back up your claims. Giving reasons is the heart of argumentation, and cannot be emphasized enough. We'll study the types of support you can use to substantiate your thesis, and look at some of the common logical fallacies, in order to avoid them in your writing.

• Logos (Greek for 'word') refers to the internal consistency of the message--the clarity of the claim, the logic of its reasons, and the effectiveness of its supporting evidence. The impact of logos on an audience is sometimes called the argument's logical appeal.

• This means saying things that make sense and that sound logical to the reader, that are backed up by facts and figures, and making one statement follow another in a logical way.

Examples of advertisements that appeal to LOGIC:

ABOVE THE INFLUENCEhttp://www.youtube.com/watch?v=nPgMd_C83pw

PROGRESSIVE INSURANCEhttp://www.progressive.com/commercials/empowered.aspxhttp://www.progressive.com/commercials/brad.aspx

HONDAhttp://www.youtube.com/watch?v=bY-CQw3-G0k

APPLIANCEShttp://www.youtube.com/watch?v=mQMj2FMVylg

Advertising Techniques: PATHOS Emotional Appeal• This technique of advertising is done with help of two factors -

needs of consumers and fear factor. Most common appeals under need are:▫ need for something new ▫ need for getting acceptance ▫ need for not being ignored ▫ need for change of old things ▫ need for security ▫ need to become attractive, etc.

• Most common appeals under fear are:▫ fear of accident ▫ fear of death ▫ fear of being avoided ▫ fear of getting sick ▫ fear of getting old, etc.

Example of commercials with EMOTIONAL APPEAL:

Dear Sophie – Google Chrome http://www.youtube.com/watch?v=wHBQ25-uMYs

Anti-Dog Fighting Campaignhttp://www.youtube.com/watch?v=iG6dAnIMDys

The Few, the Proud, the Marineshttp://www.youtube.com/watch?v=5hbTDolkEhs

Budweiser – Remember 9/11http://www.youtube.com/watch?v=Px5YcOeQB4I

NIKE – Women in Sportshttp://www.youtube.com/watch?v=f1ighxU1vYw

Anti-Drug – When I Grow Uphttp://www.youtube.com/watch?v=giGkt5oAhT0

Persuasive Techniques in AdvertisingAvante GardeWeasel WordsMagic IngredientsPatriotismTransferPlain FolksSnob AppealBriberyBandwagonADD THESE TWO:HumorSex Appeal

See the back of the handout from yesterday for definitions of these terms and be

sure to add the last two!

Quiz next week over this material!

More Persuasive TV CommercialsWhich APPEAL & TECHNIQUES are used???

• VW - Dog Strikes Backhttp://www.youtube.com/watch?v=0-9EYFJ4Clo&list=PL73lfVViTHsI-B423fkPtlSpnZ_gpJ3iM

• Apple – Get a Machttp://www.youtube.com/watch?v=UKNwugAUoLM

• Scope Dual-Blasthttp://www.youtube.com/watch?v=_UC5ikqhUMc&list=PL73lfVViTHsI-B423fkPtlSpnZ_gpJ3iM

• Pepsi Maxhttp://www.youtube.com/watch?v=A7USr2kriO8&list=PL73lfVViTHsI-B423fkPtlSpnZ_gpJ3iM

• Dr. Pepperhttp://www.youtube.com/watch?v=z6SoqMPhDXQ&list=PL73lfVViTHsI-B423fkPtlSpnZ_gpJ3iM

• Proctor & Gamble http://www.pg.com/en_US/brands/index.shtml

http://www.youtube.com/watch?v=VSn5Z7EC4ME

• Domestic Violencehttp://www.youtube.com/watch?v=s5lULB1qOeE

• Pro Activhttp://www.youtube.com/watch?v=xoGoeT41onMhttp://www.youtube.com/watch?v=fB2x2M5SC1Y

• RJ Reynolds Ad (late 1940s/early ‘50s!)http://www.youtube.com/watch?v=BYgLAPhbyKg

• Bud Lighthttp://www.youtube.com/watch?v=e_HBagK2ETs

• Doritoshttp://www.youtube.com/watch?v=bptmb0Ygmus

• Coca-Colahttp://www.youtube.com/watch?v=8zTDbpxT8ZIhttp://www.youtube.com/watch?v=2_NyHerrWC8

• Budweiserhttp://www.youtube.com/watch?v=koMMZfOHhjshttp://www.youtube.com/watch?v=xD6ghskNKa8

Companies Famous for their Commericals & Ads• Coca-Cola1950shttp://www.youtube.com/watch?v=QN_UqvcynYwCoca-Cola Bearshttp://www.youtube.com/watch?v=S2nBBMbjS8whttp://www.youtube.com/watch?NR=1&v=lqT_dPApj9UChristmashttp://www.youtube.com/watch?v=OF_CW4DGnNg• NIKE• Budweiser

Print Ads - LOGOSAutism Awareness PSA

• Ads that Make You Think//www.hongkiat.com/blog/creative-public-awareness-ads/

Print Ads - LOGOSAnti-Censorship PSA

Print Ads - LOGOS

Panasonic 3-D TV

Popular Advertising Techniqueshttp://www.slideshare.net/kjhatzi/common-advertising-strategies?utm_source=slideshow02&utm_medium=ssemail&utm_campaign=share_slideshow_loggedout

Ten Timeless Persuasive Writing Techniques (also used in advertising!)• Repetition - To stay on the good side, make your point in several different

ways, such as directly, using an example, in a story, via a quote from a famous person, and once more in your summary.

• Reasons Why - When you need people to be receptive to your line of thinking, always give reasons why.

• Consistency - Consistency is associated with integrity and rational behavior.Use this in your writing by getting the reader to agree with something up front that most people would have a hard time disagreeing with. Then rigorously make your case, with plenty of supporting evidence, all while relating your ultimate point back to the opening scenario that’s already been accepted.

• Social Proof - Obvious examples of social proof can be found in testimonials and outside referrals, and it’s the driving force behind social media. But you can also casually integrate elements of social proof in your writing, ranging from skillful alignment with outside authorities to blatant name dropping.

• Comparisons - Metaphors, similes and analogies are the persuasive writer’s best friends. When you can relate your scenario to something that the reader already accepts as true, you’re well on your way to convincing someone to see things your way.

• Agitate and Solve - First, you identify the problem and qualify your audience. Then you agitate the reader’s pain before offering your solution as the answer that will make it all better.

• Prognosticate - Providing your readers with a glimpse into the future. This entire strategy is built on credibility. Only attempt if you can back up your claims with your credentials or your obvious grasp of the subject matter.

• Go Tribal - Give someone a chance to be a part of a group that they want to be in—whether that be wealthy, or hip, or green, or even contrarian—and they’ll hop on board whatever train you’re driving.

• Address Objections - Addressing all the potential objections of at least the majority of your readers can be tough, but if you really know your subject the arguments against you should be fairly obvious

• Storytelling - The reason why storytelling works so well lies at the heart of what persuasion really is. Stories allow people to persuade themselves, and that’s what it’s really all about. You might say that we never convince anyone of anything—we simply help others independently decide that we’re right

• Sex AppealMegan Fox MOTOROLAhttp://www.youtube.com/watch?v=NT1IWB2OpsE

HumorAllstate Insurancehttp://www.allstate.com/mayhem-is-everywhere.aspxStanley Steemerhttp://www.youtube.com/watch?v=2H1PdTmBtWw• Humorous Commercials from Super Bowl 2012http://www.youtube.com/watch?v=enzkdcCE8s4

USE OF LOADED LANGUAGE

Ad Campaigns the Hurt Sales•http://www.cracked.com/article_19297_5-f

amous-ad-campaigns-that-actually-hurt-sales_p2.html

•Best Super Bowl Commercials of All Timehttp://www.youtube.com/watch?v=jaGJNxCxB-s

Propanga techniqueshttp://www.youtube.com/watch?v=Pw8mQFCfGxE

• Media Literacy Searchhttp://medialiteracyproject.org/search/node/advertising%20techniques

• Comprehensive List of Techniqueshttp://medialiteracyproject.org/language-persuasion

• 2013 Super Bowl Adshttp://adage.com/article/special-report-super-bowl/buying-super-bowl-2013/238489/