Persuasion Is All Around Persuasion Is All Around You!You!
“Can You Hear Me Now?”
What is persuasion?What is persuasion?
A means of convincing people:to buy a certain productto believe something or act in a
certain wayto agree with a point of view
Common persuasive Common persuasive techniques often used in techniques often used in advertisingadvertising
SloganRepetitionBandwagonTestimonial Emotional AppealExpert OpinionTransferGlittering Generalities
Purpose?
Slogan: “Can you hear me Slogan: “Can you hear me now?”now?”A catchy phrase or statement often
used to sell a service or a product
Repetition: Repetition: The name of a product is repeated many The name of a product is repeated many timestimes
HEAD ON Apply directly
to the forehead
HEAD ON Apply directly
to the forehead
HEAD ON Apply directly
to the forehead
BandwagonBandwagon
A statement suggesting that everyone is using a specific product, so you should too
TestimonialTestimonial
A well-known person supports a product or service
Emotional AppealEmotional AppealA person is made to have strong
feelings about a situation or product
Expert OpinionExpert Opinion
Experts approve this product, so you should use it
“Four out of five dentists recommend sugarless gum for their patients who chew gum”
Transference/TransferTransference/TransferAssociating a symbol with a
product.For example, if the ad has an
American flag waving in the background, then you might think buying the product would be the “American” thing to do.
Glittering GeneralitiesGlittering GeneralitiesAlso known as loaded words.Telling only positive things about
something or someone, without giving evidence or facts.
Often include words like democracy, family, home, rights, etc. These ads use words that cause favorable reaction.
Quick reviewQuick reviewSloganRepetitionBandwagonTestimonial Emotional AppealExpert OpinionTransfer (or transference)Glittering Generalities
Audience AwarenessAudience Awareness
Advertisers know how to target their audiences use appropriate persuasive
techniques advertising is a big business
(company’s pay a lot of money for great
ads or commercials)
Who’s the audience?Who’s the audience?
Audience?
Audience?
Purpose?
Persuasive
technique?
Audience?Purpose
?
Persuasive
technique?
Audience?
Audience?
Purpose?
Audience?
Purpose?
Audience?
Persuasive
technique?
Purpose?
Audience?
Persuasive
technique?
Relevant factsRelevant factsAdvertisers spend about $200 billion
a year on TV advertising The average cost for Super Bowl ads
is $2.6 million per 30 second spotThe average American watches
about 24,000 TV commercials a year
http://television-commercial.net/
Making ConnectionsMaking ConnectionsWhat is your favorite jingle? What slogan for a product do you
find yourself saying?What TV commercial has influenced
you to make a purchase?Since Taylor Swift uses Cover Girl
cosmetics, should we, too? Or since LeBron James eats at McDonald’s, should we eat there as well?
ReflectionReflection
“Persuasion is all around you”
In addition to TV commercials, where else do you see persuasion all around you? Is that persuasion influencing you or your family in any way? Explain.
