1. Persuasion Is All Around You!
“Can You Hear Me Now?”

2. What is persuasion? A means of convincing people:
to buy a certain product
to believe something or act in a certain way
to agree with a point of view

3. Common persuasive techniques often used in advertising
Slogan
Repetition
Bandwagon
Testimonial
Emotional Appeal
Expert Opinion
Purpose?

4. Slogan: “Can you hear me now?”
A catchy phrase or statement often used to sell a service or a product

5. Repetition: The name of a product is repeated many times
HEAD ON Apply directly to the forehead
HEAD ON Apply directly to the forehead
HEAD ON Apply directly to the forehead

6. Bandwagon
A statement suggesting that everyone is using a specific product, so you should too

7. Testimonial
A well-known person supports a product or service

8. Emotional Appeal
A person is made to have strong feelings about a situation or product
There are oh so many to choose from!
Fear Hope
Love Surprise
Guilt Shame
Excitement Anger,
Trust, Depression
Envy Sympathy Loneliness
Not all are appropriate for all tasks and audiences
Cheetos vs. Jack LaLanne Power Juicer

9. Expert opinion
Experts approve this product, so you should use it “Four out of five dentists recommend sugarless gum for their patients who chew gum”

10. Quick review Slogan Repetition Bandwagon Testimonial Emotional Appeal
Expert Opinion

11. Audience Awareness Advertisers know how to Target their audiences
Demographics, Knowledge, Interests
Use appropriate persuasive techniques
And you can do it too!

12. But Whyyyyy? How does an analysis of audience affect my writing?
An audience affects the following:
The Message (What do readers care about? What are they likely to act upon?)
The Argument (What would be convincing? What kinds of evidence are normally used for this type of reader?)
Word Choice (Should you use jargon/slang or formal/professional language?)
Sentence Types and Lengths (Can you use fragments? Long, complex patterns or short simple ones, or a combination?)
Tone (Is it personal, friendly, distanced, humorous, serious?)
Together, these elements constitute your writing style. Your writing style
should be adjusted appropriately according to your audience.

13. Who’s the audience?

14. Audience?

15. Audience?
Purpose?
Persuasive technique?

16. Audience?
Purpose?
Persuasive technique?

17. Audience?

18. Audience?
Purpose?

19. Audience?
Purpose?

20. Audience?
Purpose?
Persuasive technique?

21. Audience?
Persuasive technique?

22. Audience Analysis What you’ll need to do before your speeches
Four Aspects: Attitudes, Knowledge, Composition, Interest
Identify who your audience will be (according to task)
Have at least three different questions (Samples)
Would you consider me for (blank) why/why not?
How do you feel about (controversial topic)?
What do you enjoy/need in life?
How much do you know about (blank)?
Adjust your speeches accordingly
Audience will vote on whether or not they have succeeded, why
Identify the persuasive arguments presented

23. 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

24. Making Connections What 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 Tubby Smith and Billy Gillispie shop at Kroger, does that mean we should too?

25. Reflection
“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.

26. Potential Selections Choose a task for your persuasive speech
Want someone to do something...
Go on your favorite reality show
Sell a product
Raise money for a cause
Dating Show
Political Speech
Job Interview
Personal Preference

27. Consider a Purpose
The persuader needs to select a purpose that is realistic for his/her audience. Five general purposes of persuasion are listed below.
Create uncertainty. When an audience is strongly opposed to the persuader's view, the best that may be possible for the speaker is to make the audience a little less certain they are right, a little less comfortable with their current attitude.
Reduce resistance. If the audience is moderately opposed to the speaker's position but not closed-minded, the persuader may be able to reduce opposition to his/her view and move the audience toward neutrality. While not expecting a reversal of views this goal asks the audience to recognize the validity of opinions different from their own.
Change attitude. If the audience is not committed especially strongly to any attitude on the topic this goal is appropriate.
Amplify attitude. If the audience is already moderately favorable to the persuader's view, the speaker can design a message which will reinforce current attitudes in the audience, help the audience resist appeals from opponents, and (perhaps) motivate the members of the audience to become strongly committed to the speaker's position.
Gain behavior. When an audience strongly favors the persuader's position, the logical goal is to get them to ACT on their convictions.