PERSUASIVE TECHNIQUES

WHAT IS PERSUASION?A way to convince an audience…

to buy a certain product to believe something to act in a certain way to agree with a point of view

BANDWAGONA statement appealing readers/listeners to

follow the crowd. In other words, join in because others are doing it, and you don’t want to be left behind.

CARD STACKING Only presenting information that is positive

to an ideal or proposal and omitting information contrary to that.

What would be a good example of this?

GLITTERING GENERALITIES Using words that have different positive

meanings for individual subjects but are linked to highly valued concepts

Examples: When a person is asked to do something in “defense of democracy” they are more likely to agree.

Word choice: honor, glory, love of country, freedom

NAME CALLING The use of derogatory language or words

that carry a negative connotation when describing an enemy or opponent

Example: political campaigns

PLAIN FOLK An attempt for advertisers and propagandists

to convince the public that their views reflect those of the common person and that they are also working for their benefit

Where do you see examples of this?

TESTIMONIAL Endorsements which connect a famous or

respectable person with a product or viewpoint.

TRANSFER An attempt to make audiences view a certain

item in the same way as they view another item in order to link the two in the subject’s mind

Example: “The American pioneers worked hard because they cared about the future. If you care about the future of your family, then see your agent at Pioneer Insurance."

ASSERTION An energetic statement presented as a fact

although it isn’t necessarily true

Where do you see an example of this in advertising?

LESSER OF TWO EVILS An attempt to convince subject of an idea or

proposal by presenting it as the least of offensive options

Example: wartime sacrifices, convincing your parents to let you do something

PINPOINTING THE ENEMY An attempt to simplify a complex situation by

presenting one specific group or person as the enemy

Examples: 9/11 terrorists

SIMPLIFICATION Reduces a complex situation to a clear cut

choice involving good and evil

Example: common stereotypes

SLIPPERY SLOPE Maintains that a small action will inevitably

lead to greater actions and consequences that often are illogical

Example: “If you don’t finish your math homework, you will be homeless when you are twenty years old.”

ETHOS, LOGOS, PATHOS Persuasion based on appealing to certain

qualities or beliefs of the audience

Ethos: appeal to ethics

Logos: appeal to logic

Pathos: appeal to emotion

AUDIENCE AWARENESSAdvertisers know how to target their audiences use appropriate persuasive technique(s) stimulate emotional appeal in their audiences,

which directly corresponds to dollars and cents

Propagandists know how to target their audiences use appropriate persuasive technique(s) stimulate emotional appeal in their audiences,

which directly corresponds to choosing a viewpoint

RELEVANT FACTS Advertisers spend about $200 billion a year

on TV advertising The average cost for Super Bowl ads is $2.6

million per 30 second spot The average American watches about 24,000

TV commercials a year

WHO IS THE AUDIENCE?

Purpose?

Audience?

Persuasive technique

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Porche

Audience?

Persuasive technique

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Purpose?

Purpose?

Audience?

Persuasive technique

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May 31st

World No Tobacco Day

Audience?Purpose

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Persuasive technique

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Purpose? Audience

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Persuasive technique

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Mini Cooper

ADDITIONAL SOURCES https://www.youtube.com/watch?v=-GhiBkjtsKw (Sears Trailer) http://www.youtube.com/watch?v=h-8PBx7isoM (Embrace Life) https://www.youtube.com/watch?v=tTbLBL2P6YA (Budweiser) http://www.youtube.com/watch?v=iYhCn0jf46U (Dove Evolution) http://www.youtube.com/watch?v=6Cf7IL_eZ38 (A Day Made of

Glass) http://www.youtube.com/watch?v=aiCq1ZMOa-w (AT&T: Train) http://www.youtube.com/watch?

feature=endscreen&NR=1&v=DebhWD6ljZs (AT&T documentary)