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Common Persuasive Techniques How does the media persuade you to believe in or buy their product?

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Presentation on theme: "Common Persuasive Techniques How does the media persuade you to believe in or buy their product?"— Presentation transcript:

1 Common Persuasive Techniques How does the media persuade you to believe in or buy their product?

2 Advertising strategies Advertising executives (those people who create your favorite advertisements) use a variety of propaganda techniques. Propaganda: techniques used by advertisers and politicians to influence the way people think or act (voting, buying, etc.)

3 Peer Pressure Ordinary people or celebrities are used to tell you to buy this product. Everybodys using it or it will make you better is often the reasoning for this technique. Closely related to bandwagon and testimonial EXAMPLE: Did you miss Jimmys text message on Friday night? You were left out because you dont have an iPhone. Other products?

4 Bandwagon Everyone else is buying it. So why arent you? You are urged to believe something because everyone else does. This technique preys on our need for acceptance and conformity. Ordinary people are used the majority of the time in this technique. EXAMPLE: Be where the action is. Shop at Hang- out mall! What products can you think of?

5 Persuasive appeals Appeals to logic (LOGOS): arguments that emphasize reason and clear thinking. Evidence such as statistics, examples, and true stories is used. Appeals to emotion (PATHOS): arguments that stir the audiences feelings Appeals to credibility (ETHOS): arguments that ask the audience to believe in the person speaking and what he/she is saying (ethics and credibility)

6 Transfer United we stand. Buy our cars. This technique uses a picture of something positive (American flag, eagle, walking on a beach, etc.) and places it next to the product. Your positive feelings become associated with that product. Products?

7 Testimonial Mr. Big uses this product, and just look where he is. Famous people and experts are often used, although some products use an average person who testifies about how great a product is. Products? – Gatorade – Nike – Cover Girl

8 Loaded Words This technique uses words that are emotionally charged and make you want to buy this product. How do these words work? Why do they appeal to you as consumers? What words can you think of? Other products?

9 Repetition This is the art of repeating words which focus on one aspect of a product to make it sound more desirable. Cell phones and free minutes… Others? Repetition can also be used with loaded words Save, Save, Save Free! Free! Free! Others?

10 Random Vocab. Slogans: catchy phrases that become associated with certain products due to exposure. Logo: a symbol that is associated with any given product. Jingle: catchy tunes (songs with lyrics) that are repeated over and over with the result of becoming associated with a certain product.

11 Random vocab. (cont.) Faulty reasoning: false assumptions or generalizations based on too little evidence Relevance: is the information provided relevant to the product? Does the information provided have anything to do with the product?

12 Reminders #1 RULE: IDENTIFY YOUR AUDIENCE! These techniques dont occur in isolation; many times the media uses a variety of techniques in the same commercial. For example: – Medicine: transfer and loaded words – Gatorade: bandwagon and celebrity endorsement – Cover Girl: celebrity endorsement and peer pressure


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