You Can’t Make Me Do It!You Can’t Make Me Do It!

The art and practice of The art and practice of persuasionpersuasion

Oh, Yes I can…Oh, Yes I can…

PersuasionPersuasion

Definition: Definition: Persuasion is typically defined as “human communication that is designed to influence others by modifying their beliefs, values, or attitudes” (Simons, 1976, p. 21).

Why Study Persuasion?Why Study Persuasion?

“ “ The average American is exposed to at The average American is exposed to at least three thousand ads every day and least three thousand ads every day and will spend three years of his or her life will spend three years of his or her life watching television commercials” watching television commercials” (Kilbourne, 1999)(Kilbourne, 1999)

Goals of PersuasionGoals of Persuasion

Influence beliefs of a person or groupInfluence beliefs of a person or group

Influence attitudesInfluence attitudes

Influence behaviorsInfluence behaviors

Techniques Used in PersuasionTechniques Used in Persuasion

Group AppealGroup Appeal Limited TimeLimited Time Limited QuantityLimited Quantity Emotional AppealEmotional Appeal SexSex HumorHumor

What makes this magazine What makes this magazine cover persuasive?cover persuasive?

Shock Value in AdvertisingShock Value in Advertising

One’s initial reaction to this ad might be shock revulsion

If you study the ad further, one realizes it is an anti-animal cruelty ad

The initial shock value of the ad might cause a person to read further and figure out what the ad means.

PropagandaPropaganda"every day we are bombarded with one

persuasive communication after another. These appeals persuade not through the

give-and-take of argument and debate, but through the manipulation of symbols and of our most basic human emotions. For better

or worse, ours is an age of propaganda." (Pratkanis and Aronson, 1991)

WWII PropagandaWWII Propaganda

WWII PropagandaWWII Propaganda

WWII PropagandaWWII Propaganda

4 Successful Ad Techniques4 Successful Ad Techniques

Word HookWord Hook Character HookCharacter Hook Repeatable ThemeRepeatable Theme Consistent LayoutConsistent Layout

Word HookWord Hook

A repeatable catch phrase A repeatable catch phrase Could be jingle such as Subway’s 5 Dollar Could be jingle such as Subway’s 5 Dollar

Foot long or the Oscar Myer Weiner Foot long or the Oscar Myer Weiner SongSong

““Can you hear me now?” VerizonCan you hear me now?” Verizon

Mastercard’s “Priceless” CampaignMastercard’s “Priceless” Campaign

http://www.mastercard.us/ads-and-offers.html

Character HookCharacter Hook

Uses a hero, villain, or victim to Uses a hero, villain, or victim to embody a key attribute of a brandembody a key attribute of a brand

Repeatable ThemeRepeatable Theme

Situation that play out again and Situation that play out again and again calling attention to the need again calling attention to the need for the company’s productfor the company’s product

Consumer knows the punch lineConsumer knows the punch line

Consistent LayoutConsistent Layout

Uses unique design Uses unique design Allows the consumer to easily Allows the consumer to easily

identify the company at a glanceidentify the company at a glance

Persuasion in CommercialsPersuasion in Commercials