persuasive techniques how the advertisers hook you
TRANSCRIPT
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Persuasive TechniquesHow the Advertisers
Hook You
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Bandwagon• Stresses popularity of
the product
• Viewers buy because they want to fit in
• If everyone’s buying it, it must be good
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“…everyone
wants to be a pepper,
too”
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Testimonial or Celebrity Endorsement
• Picture or statement from a famous person
• Viewers associate the product with the celebrity
• Viewers like the product because they like the celebrity
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Tiger says, “Buy it from Nike!”
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Transfer• Associating love, respect or
admiration we have for a person or symbol, and transferring it to a product.
• Viewers transfer the feeling for the symbol to the product
• Viewers think if they buy the product, they’ll get the feelings associated with it
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Transfer examples
• Put a picture of a flag on a company logo or package product feel patriotic; buy American and support the troops
• Car ad shows cute girl in the passenger seat buy the car, get the girl, too.
• Soap ad under a waterfall feel cool and fresh
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From the official Chevy website
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Ad for Super-Chevy magazine subscription
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Purr Words…glittering generalities
• Words have no specific meaning, but sound good
• Words make product seem more desirable
• Words appeal to emotion rather than reason
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Ad for a dandruff shampoo called Nozoral
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Emotional Appeal
• Commercials are designed to trigger certain emotions
• If viewers feel good about the commercial, they’ll feel good about the product
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Excerpts from a Hallmark Commercial
Girl is late for music lesson…
knows it’s her grumpy teacher’s birthday, so she writes him a card…
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Grumpy teacher can’t stay grumpy when he reads the sweet card….
Girl is happy she made him smile…
Everyone feels good!
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Product comparison --cardstacking
• All facts and figures support one product and not the other
• Viewers question the quality of the other product
• Viewers believe the featured product is better
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OUR BRAND BRAND X
X FRESH X
X TASTES GREAT X
X WHITENS NO
X BRIGHTENS NO
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Name-Calling• Give someone or
something a ‘bad name’ so others will dislike him or it
• Viewers will dislike and distrust the person/product
• Viewers question the value / honesty / worth of the person or product
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Plain Folk or Elitism
• Ads appeal to the common man or to the rich/elite
• Viewers think the ad/politician can relate to them because they are like them
• Viewers want to be elite, so they buy the product.
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“Pardon me, would you have any Grey Poupon?”
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Repetition• Commercial features
words or images that are stated or shown over and over again.
• Viewers will be more likely to remember the product.
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Meow, meow, meow, meow, meow, meow, meow, meow…
Meow, meow, meow, meow, meow, meow, meow, meow…
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Security (fear)• Draws on viewers
fears by telling them their jobs or lives are in danger
• Makes viewers feel unsafe
• Viewers believe product will protect them.
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This could happen to YOU!
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Slogan• “A memorable phrase is used in a
campaign, or a series of commercials for a product or company.
• Viewers remember the slogan and associate it with the product.
• Effective slogans can become part of everyday language.
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Things go better with Coke!
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You deserve a break today, so get up and get away
to McDonald’s…
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Be All that You Can Be --- In the Army
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One Thou-sand Points of Light…
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Just Do It!
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got milk?
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ReviewPersuasiveTechniques
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Bandwagon• Stresses popularity of
the product
• Viewers buy because they want to fit in
• If everyone’s buying it, it must be good
![Page 39: Persuasive Techniques How the Advertisers Hook You](https://reader033.vdocuments.mx/reader033/viewer/2022061512/56649d135503460f949e7eb5/html5/thumbnails/39.jpg)
Testimonial or Celebrity Endorsement
• Picture or statement from a famous person
• Viewers associate the product with the celebrity
• Viewers like the product because they like the celebrity
![Page 40: Persuasive Techniques How the Advertisers Hook You](https://reader033.vdocuments.mx/reader033/viewer/2022061512/56649d135503460f949e7eb5/html5/thumbnails/40.jpg)
Transfer• Associating love, respect or
admiration we have for a person or symbol, and transferring it to a product.
• Viewers transfer the feeling for the symbol to the product
• Viewers think if they buy the product, they’ll get the feelings associated with it
![Page 41: Persuasive Techniques How the Advertisers Hook You](https://reader033.vdocuments.mx/reader033/viewer/2022061512/56649d135503460f949e7eb5/html5/thumbnails/41.jpg)
Purr Words…glittering generalities
• Words have no specific meaning, but sound good
• Words make product seem more desirable
• Words appeal to emotion rather than reason
![Page 42: Persuasive Techniques How the Advertisers Hook You](https://reader033.vdocuments.mx/reader033/viewer/2022061512/56649d135503460f949e7eb5/html5/thumbnails/42.jpg)
Emotional Appeal
• Commercials are designed to trigger certain emotions
• If viewers feel good about the commercial, they’ll feel good about the product
![Page 43: Persuasive Techniques How the Advertisers Hook You](https://reader033.vdocuments.mx/reader033/viewer/2022061512/56649d135503460f949e7eb5/html5/thumbnails/43.jpg)
Product comparison --cardstacking
• All facts and figures support one product and not the other
• Viewers question the quality of the other product
• Viewers believe the featured product is better
![Page 44: Persuasive Techniques How the Advertisers Hook You](https://reader033.vdocuments.mx/reader033/viewer/2022061512/56649d135503460f949e7eb5/html5/thumbnails/44.jpg)
Name-Calling• Give someone or
something a ‘bad name’ so others will dislike him or it
• Viewers will dislike and distrust the person/product
• Viewers question the value / honesty / worth of the person or product
![Page 45: Persuasive Techniques How the Advertisers Hook You](https://reader033.vdocuments.mx/reader033/viewer/2022061512/56649d135503460f949e7eb5/html5/thumbnails/45.jpg)
Plain Folk or Elitism
• Ads appeal to the common man or to the rich/elite
• Viewers think the ad/politician can relate to them because they are like them
• Viewers want to be elite, so they buy the product.
![Page 46: Persuasive Techniques How the Advertisers Hook You](https://reader033.vdocuments.mx/reader033/viewer/2022061512/56649d135503460f949e7eb5/html5/thumbnails/46.jpg)
Repetition• Commercial features
words or images that are stated or shown over and over again.
• Viewers will be more likely to remember the product.
![Page 47: Persuasive Techniques How the Advertisers Hook You](https://reader033.vdocuments.mx/reader033/viewer/2022061512/56649d135503460f949e7eb5/html5/thumbnails/47.jpg)
Security (fear)• Draws on viewers
fears by telling them their jobs or lives are in danger
• Makes viewers feel unsafe
• Viewers believe product will protect them.
![Page 48: Persuasive Techniques How the Advertisers Hook You](https://reader033.vdocuments.mx/reader033/viewer/2022061512/56649d135503460f949e7eb5/html5/thumbnails/48.jpg)
Slogan• “A memorable phrase is used in a
campaign, or a series of commercials for a product or company.
• Viewers remember the slogan and associate it with the product.
• Effective slogans can become part of everyday language.
![Page 49: Persuasive Techniques How the Advertisers Hook You](https://reader033.vdocuments.mx/reader033/viewer/2022061512/56649d135503460f949e7eb5/html5/thumbnails/49.jpg)
DON’T TAKE THE BAIT!
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Don’t let advertisers hook you….
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THINK BEFORE YOU SPEND!