Persuasion Is All Around Persuasion Is All Around You!You!

What is What is persuasion?persuasion?A means of convincing people:

to buy a certain productto believe something or act in a certain way

to agree with a point of view

Audience AwarenessAudience AwarenessAdvertisers know how to target their audiences use appropriate persuasive

techniques

Who is the audience? Who is the audience?

Repetition: Repetition:

HEAD ON Apply directly

to the forehead

HEAD ON Apply directly

to the forehead

HEAD ON Apply directly

to the forehead

Repeating a name, product, or slogan many times in the same advertisement

Glittering GeneralitiesGlittering generalities are used for their emotional value, not their logical value. “NEW!” . . . “Fresh” . . . “Pure” . . . “Home-made.” Often these words are used in a vague way; they don’t give us specific details: How new? How fresh? Pure what? Made in whose home? We could call these words “glittering generalities” because they use words that glitter and sparkle, while only stating generalities. That is, they give us a general, or vague sense of what they are trying to sell; they just LOOK good.

Testimonial/EndorsementTestimonial/EndorsementA well-known person supports a

product or service

The expert opinion technique explains the benefits of products that are more technical. A doctor wearing a white laboratory coat may praise the effectiveness of a new medicine or medical treatment, or an engineer may cite the benefits of a piece of safety equipment. The endorser's expertise in the field adds credibility to the product or service and also can alleviate fears consumers might have about trying something new and unfamiliar.

“Four out of five dentists recommend sugarless gum for their patients who Four out of five dentists recommend sugarless gum for their patients who chew gum”chew gum”

Expert Opinion Expert Opinion (often goes along with (often goes along with

testimonials and endorsements)testimonials and endorsements)

SloganSloganA catchy phrase or statement often

used to sell a service or a product

StereotypingStereotypingExaggerating a belief, image or

distorted truth about a person or group. A generalization that allows for little or no individual differences or social variation.

BandwagonBandwagonA statement suggesting that everyone

is using a specific product, so you should, too.

False SyllogismsA false syllogism is one which takes two or more simple facts and derives a false third

fact from the first two.

Plain Folks AppealPlain Folks AppealTrying to show that a person or

product is good for “ordinary” people, because a person is “just like you” and understands you, your values, and your needs.

Emotional AppealEmotional Appealdesigned to stimulate one's emotions,

rather than one's sense of the practical or impractical - appealing to the consumer's psychological, social, or emotional needs

Slanted WordsSlanted Words Using words that are “slanted”

negatively or positively to make people feel a certain way

Name CallingName CallingUsing negative words, usually in

politics, to turn you against a competing person, often without giving significant evidence or facts

Shock tactics and fearShock tactics and fear

Using language or pictures to frighten the viewer - stating that something bad will happen.

Card Stacking A one-sided approach – emphasizes

one side and represses another

Who’s the audience?Who’s the audience?

Purpose?

Audience?

Audience?

Purpose?

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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?

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.