Persuasive Techniques

Testimonial Statistics Bandwagon Emotional appeals Glittering Generalities

Persuasive Techniques

An individual (often famous) endorses or promotes a product, service, political candidate, social cause, etc.

Testimonial

“I’ve lost 50 pounds in only 6 months on this diet plan. If I can do it, you can too.”

Michael Jordan/ Tiger Woods selling Gatorade

Bill Gates endorsing Barack Obama for president

Justin Bieber endorsing ProActive skin care products

Testimonial

Continued on next slide

Testimonial

Uses numbers to convince someone to do something or buy a product

facts, statistics, percentages, and cost figures to give the illusion that there is a more factual basis behind selecting the product.

Statistics

"Crime went down 56% under George W. Bush's leadership while the economy rose 11%."

9 out of 10 dentists recommend Shiny Bright toothpaste

0 to 60 mph in 5.8 seconds 67% crash test rating – one of the highest

Statistics

Continued on next slide

Statistics

Urges you to do or believe something or join a group because it is popular;

“everybody else” is doing it.

Bandwagon

"Millions of Americans use Bayer aspirin, shouldn’t you?"

Mitsubishi is the fastest growing car maker, don’t be left out.

TV commercials showing lots of cool young people drinking the soda, implying everybody’s doing it.

Peer pressure You too can become a part of the largest

wireless network in the nation. Choose AT&T, everyone else is choosing it.

Bandwagon

http://www.huffingtonpost.com/2012/02/05/super-bowl-commercials-2012-watch-video-gallery_n_1255478.html#s665313

Bandwagon

Convinces a person by making them feel a certain way – guilty, happy, patriotic, sympathetic, etc.

Emotional appeals

“You can help a starving, orphaned child by making a small donation each month”

Commercials featuring abused or mistreated animals in an attempt to get you to act (give, donate, or endorse)

Features poor, neglected, or disadvantaged children in an attempt to get you to act (give, donate, or endorse

Emotional appeals

http://www.5min.com/Video/Ronald-McDonald-House---Super-Bowl-Commercial-517263604

Emotional appeals

Uses positive words or phrases with a “feel-good” quality that leave a nice impression but don’t give any real guarantee;

Lots of fluff but no substance. Highly general, abstract statements that can't

really be proven; claim they have the best Words that glitter and sparkle, while only

stating generalities; vague words, not specific.

“NEW!” . . . “Fresh” . . . “Pure” . . . “Home-made.”

Glittering Generalities

“Pure, fresh, mountain spring water. Bottled especially for you in Utah from only our purest mountain springs.”

“Green space” (parks, lawns, trees, and flower gardens) in communities improves the quality of life for everyone.

"Secure, safe and stable. That's the advantage of a Subaru. No other car on the road is as reliable.“

"George W. Bush will renew America's promise and fight for freedom here and abroad."

Glittering Generalities

http://www.youtube.com/watch?v=_PE5V4Uzobc&feature=player_embedded

Glittering Generalities