1. Persuasion Is All Around You!

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. Audience Awareness Advertisers know how to target their audiences
use appropriate persuasive
techniques

4. Who is the audience?

5. Repetition:
Repeating a name, product, or slogan many times in the same advertisement
HEAD ON Apply directly to the forehead
HEAD ON Apply directly to the forehead
HEAD ON Apply directly to the forehead

6. Glittering Generalities
Glittering generalities are used for their emotional value, not their logical value. “NEW!” “Fresh” “Pure” “Home-made.” Often these words are used in a vague way; they don’t give us specific details: How new? How fresh? Pure what? Made in whose home? We could call these words “glittering generalities” because they use words that glitter and sparkle, while only stating generalities. That is, they give us a general, or vague sense of what they are trying to sell; they just LOOK good.

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

8. Expert Opinion (often goes along with testimonials and endorsements)
The expert opinion technique explains the benefits of products that are more technical. A doctor wearing a white laboratory coat may praise the effectiveness of a new medicine or medical treatment, or an engineer may cite the benefits of a piece of safety equipment. The endorser's expertise in the field adds credibility to the product or service and also can alleviate fears consumers might have about trying something new and unfamiliar.
“Four out of five dentists recommend sugarless gum for their patients who chew gum”

9. Slogan
A catchy phrase or statement often used to sell a service or a product

10. Stereotyping
Exaggerating a belief, image or distorted truth about a person or group. A generalization that allows for little or no individual differences or social variation.

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

12. False Syllogisms
A false syllogism is one which takes two or more simple facts and derives a false third fact from the first two.

13. Plain Folks Appeal
Trying to show that a person or product is good for “ordinary” people, because a person is “just like you” and understands you, your values, and your needs.

14. Emotional Appeal
designed to stimulate one's emotions, rather than one's sense of the practical or impractical - appealing to the consumer's psychological, social, or emotional needs

15. Slanted Words
Using words that are “slanted” negatively or positively to make people feel a certain way

16. Name Calling
Using negative words, usually in politics, to turn you against a competing person, often without giving significant evidence or facts

17. Shock tactics and fear
Using language or pictures to frighten the viewer - stating that something bad will happen.

18. Card Stacking
A one-sided approach – emphasizes one side and represses another

20. Who’s the audience?
Audience?
Purpose?

21. Audience?
Purpose?
Persuasive technique?

22. Audience?
Purpose?
Persuasive technique?

23. Persuasive technique?
Audience?
Purpose?

24. Audience?
Purpose?
Persuasive technique?

25. Audience?
Purpose?
Persuasive technique?

26. Audience?
Persuasive technique?
Purpose?

27. Audience?
Persuasive technique?
Purpose?

28. Persuasive technique?
Audience?
Purpose?

29. Audience?
Persuasive technique?
Purpose?

30. Audience?
Persuasive technique?
Purpose?

31. Audience?
Persuasive technique?
Purpose?

32. Audience?
Persuasive technique?
Purpose?

33. Audience?
Persuasive technique?
Purpose?

34. Audience?
Persuasive technique?
Purpose?

35. Audience?
Persuasive technique?
Purpose?

36. Audience?
Persuasive technique?
Purpose?

37. Audience?
Persuasive technique?
Purpose?

38. Audience?
Persuasive technique?
Purpose?

39. Audience?
Persuasive technique?
Purpose?

40. Audience?
Persuasive technique?
Purpose?

41. Audience?
Persuasive technique?
Purpose?

42. 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

43. 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?

44. 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.