the art of manipulation - ads

7/28/2019 The Art of Manipulation - Ads

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The Art of ManipulationPersuasive Techniques in Advertising


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An advertisement is, essentially, apersuasive argument.The advertiser proposes a need (orproblem), which may or may not haveexisted prior to the ad, and thenproposes a solution to that problem.Often, consumers accept the

solution as a result of unfair,illogical, or intentionally misleadingadvertising techniques.


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Parts of an ArgumentISSUE - problem or controversyabout which people disagree

CLAIM - the position on the issue

SUPPORT- reasons and evidence that

the claim is reasonable and should beaccepted


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Unfair Emotional AppealsUnrealistic ClaimA cologne ad claiming their product will make thewearer irresistible to women.

False AuthorityMichael Jordan selling underwear.Catherine Zeta-Jones selling cell phones

Association

a cigarette advertisement featuring a scenicwaterfall, or healthy people engaged in ruggedphysical activity.A fast food ad featuring an attractive modelinexplicably spraying water on herself.
http://www.bambootrading.com/adsdetail.asp?sku=cig%2D17&itemname=Kool+1975+Cigarettes+Ad+%2D+Come+Up+To+Kool+%2D+Waterfallhttp://www.bambootrading.com/adsdetail.asp?sku=cig%2D17&itemname=Kool+1975+Cigarettes+Ad+%2D+Come+Up+To+Kool+%2D+Waterfallhttp://www.bambootrading.com/adsdetail.asp?sku=cig%2D17&itemname=Kool+1975+Cigarettes+Ad+%2D+Come+Up+To+Kool+%2D+Waterfallhttp://www.bambootrading.com/adsdetail.asp?sku=cig%2D17&itemname=Kool+1975+Cigarettes+Ad+%2D+Come+Up+To+Kool+%2D+Waterfallhttp://www.bambootrading.com/adsdetail.asp?sku=cig%2D17&itemname=Kool+1975+Cigarettes+Ad+%2D+Come+Up+To+Kool+%2D+Waterfallhttp://www.bambootrading.com/adsdetail.asp?sku=cig%2D17&itemname=Kool+1975+Cigarettes+Ad+%2D+Come+Up+To+Kool+%2D+Waterfallhttp://www.bambootrading.com/adsdetail.asp?sku=cig%2D17&itemname=Kool+1975+Cigarettes+Ad+%2D+Come+Up+To+Kool+%2D+Waterfallhttp://www.bambootrading.com/adsdetail.asp?sku=cig%2D17&itemname=Kool+1975+Cigarettes+Ad+%2D+Come+Up+To+Kool+%2D+Waterfallhttp://www.bambootrading.com/adsdetail.asp?sku=cig%2D17&itemname=Kool+1975+Cigarettes+Ad+%2D+Come+Up+To+Kool+%2D+Waterfallhttp://www.bambootrading.com/adsdetail.asp?sku=cig%2D17&itemname=Kool+1975+Cigarettes+Ad+%2D+Come+Up+To+Kool+%2D+Waterfallhttp://www.bambootrading.com/adsdetail.asp?sku=cig%2D17&itemname=Kool+1975+Cigarettes+Ad+%2D+Come+Up+To+Kool+%2D+Waterfallhttp://www.bambootrading.com/adsdetail.asp?sku=cig%2D17&itemname=Kool+1975+Cigarettes+Ad+%2D+Come+Up+To+Kool+%2D+Waterfallhttp://www.bambootrading.com/adsdetail.asp?sku=cig%2D17&itemname=Kool+1975+Cigarettes+Ad+%2D+Come+Up+To+Kool+%2D+Waterfallhttp://www.bambootrading.com/adsdetail.asp?sku=cig%2D17&itemname=Kool+1975+Cigarettes+Ad+%2D+Come+Up+To+Kool+%2D+Waterfallhttp://www.bambootrading.com/adsdetail.asp?sku=cig%2D17&itemname=Kool+1975+Cigarettes+Ad+%2D+Come+Up+To+Kool+%2D+Waterfallhttp://www.bambootrading.com/adsdetail.asp?sku=cig%2D17&itemname=Kool+1975+Cigarettes+Ad+%2D+Come+Up+To+Kool+%2D+Waterfall


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Unfair Emotional AppealsAppeal to Common Folkan ad showing a product being used in an

average householda politician suggesting he is like everyoneelse

Ad Hominem - attack on the person rather

than his/her viewpointJoin the Crowd(Bandwagon) Cmon, everyoneelse is doing it!


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Errors in Logical Reasoning

(commonly called logical fallacies)invalidate arguments or render them flawed.

Stereotyping

Female police officers should not besent to crime scenes becauseapprehending criminals is a mans job.

Hasty Generalization(Conclusion derivedfrom insufficient evidence)Because one apple is sour, all ofthem in the bowl must be sour.


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Errors in Logical ReasoningNon Sequitur(It Does Not Follow)

My doctor is young; Im sure shell

be a good doctor.False Cause

Because I opened the umbrella when I trippedon the sidewalk, the umbrella must have caused

me to trip.Either-Or Fallacy(Unnecessary Dichotomy)

Youre either with me, or youre against me.


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Errors in Logical ReasoningFalse AnalogyTo prevent shoplifting, we ought to ban kids undereighteen from shopping. There are hardly any

children in retirement communities, and shopliftingrarely occurs there.

Loaded Language (Emotionally charged or biased)Even good kids can be influenced negatively by those

dirty little punks who live across the street.Limited SampleSkaters always wear their hats backward; my friendis a skater and thats what he does.


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Which persuasive tactic is being used?Come early so you wont have to stand in line because everyone knows you can make a dealwith Dave and save.Bandwagon / Appeal to Common Folk

As a test pilot, Susan Gibbs knowsperformance. Thats why I drive a Chevy.False Authority

Olsons pizzas are lower in fat and calories.Other pizza makers dont care about yourhealth.Ad Hominem / Emotionally Charged Language


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We work magic with your children, saysEileen of Eileens Day Care. Call us, andyour childrens dreams will come true.Unrealistic Claim

Liberty Bell Airlines flies anywhere inthis great land, from sea to shining sea.Loaded Language / Association

Candidate Alan Wilson knows how to putin a good, honest days work. His fatherworked in a coal mine for over 40 years.Appeal to Common Folk / Non-Sequitur / Loaded Language


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Stereotyping

Join the Crowd

Ad Hominem

Appeal to Common Folk

Association

False AuthorityUnrealistic Claim

False Analogy

Loaded Language

Limited Sample

Non Sequitur

False Cause

Either-Or FallacyHasty Generalization

Review of Terms


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And where I

work its theUSA!!!

People whosmoke otherbrands shouldgo live in

Canada!


16/17Just a typical day in my life.


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Choose the

brand thatSantasmokes.And dont beleft on thenaughty list.

the art of manipulation - ads

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