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
Transfer
Glittering Generalities
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

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. Transference/Transfer
Associating a symbol with a product.
For example, if the ad has an American flag waving in the background, then you might think buying the product would be the “American” thing to do.

11. Glittering Generalities
Also known as loaded words.
Telling only positive things about something or someone, without giving evidence or facts.
Often include words like democracy, family, home, rights, etc. These ads use words that cause favorable reaction.

12. Quick review Slogan Repetition Bandwagon Testimonial Emotional Appeal
Expert Opinion
Transfer (or transference)
Glittering Generalities

13. Audience Awareness Advertisers know how to target their audiences
use appropriate persuasive techniques
advertising is a big business (company’s
pay a lot of money for great ads or
commercials)

14. Who’s the audience?

15. Audience?

16. Audience?
Purpose?
Persuasive technique?

17. Audience?
Purpose?
Persuasive technique?

18. Audience?

19. Audience?
Purpose?

20. Audience?
Purpose?

21. Audience?
Purpose?
Persuasive technique?

22. Audience?
Persuasive technique?

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 Taylor Swift uses Cover Girl cosmetics, should we, too? Or since LeBron James eats at McDonald’s, should we eat there as well?

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.