Presentation on theme: "Changing the minds of others."— Presentation transcript:
1Changing the minds of others. PersuasionChanging the minds of others.
2What is Persuasion?To persuade means to get others to believe or act in a certain way.To win overTo convince
3There are many reasons people try to persuade others: Companies use advertisements to persuade consumers to purchase their products.Peers sometimes use persuasion to get others to join them in an activity.People use persuasion to share their ideas when they feel strongly about something and they want others to agree.
4BANDWAGONIn this technique, people persuade others to join them by convincing others that everyone else is doing it too.
5For Example:A friend convinces another friend to go to a party by saying, “Everyone is going to be there! You’ll be laughed at if you don’t go too!”
6Example:Be where the action is. Shop at Hang-out Mall.
7Facts and Figures Statistics In this persuasive technique, numbers, tables, and graphs are used to show statistics of both sides.
8Facts and Figures Example An advertisement might read, “This product kills 99% of your germs.”Surveys may be conducted andthe results graphed to show people’s opinions.
9TestimonialIn this technique, famous people promote an item and draw attention.For example:Jessica Simpson on Pizza Hut commercials.Michael Jordan and Niketennis shoes.
10TestimonialCelebrity endorsements - when a product is sold by using words from famous people or an authority figureif the celebrity/athlete/star uses the product, then it must be good, so I will purchase it too. Examples: Proactiv, Nike, Gap, Got Milk ads, T-Mobile
11Testimonial – confessions for Proactive Solution "I'm a normal person and I do get zits. I'm not happy when I do so I like to try and find anything that's preventative towards it, and Proactiv has done that for me." –Lindsay Lohan
12Emotional Appeal Words or pictures that appeal to the your emotions. They appeal to positive emotions like your desire for success.They can also appeal to negative emotions like fear.Example: Save the Children. Feed the Children.
14Ad with emotional appeal Emotional appeal – make you look youngerExpert opinion
15Expert OpinionsThey use experts such as doctors, dentists, engineers, fitness trainers to say that they recommend this product.Example: 4 out of 5 doctors prescribe Bayer aspirin
16Two items are compared to convince that one is better than the other. Compare and ContrastTwo items are compared to convince that one is better than the other.
17Compare and Contrast Example Medicine companies compare other brands to prove theirs is better. They may use testimonials,facts and figures,or compare andcontrast to gettheirpoint across.
18Recognizing BIAS Opinions Bias occurs when someone has an opinion or preference to the object being judged.For example: A student’s parents would not be the best judge for the talent show their child is in. They may show bias for their child.
19Logical AppealAdvertisers try to convince you to make the right decision, smart decision or best choice in purchasing their productExamples: It makes sense to buy thisSmart moms choose JIFSave time and money with thisShop smart, buy here
21ExampleThe McDonald’s Dollar Menunaire: Eat cheap and smart at menu items only $1.00 each!
22RepetitionWords or phrases in an advertisement are repeated several times for effect. Repetition gets your attention and stresses a slogan or productRepeating something helps you remember the product or ad
24Example“Head on, apply directly to the forehead. Head-on, apply directly to the forehead.Head-on, apply directly to the forehead.Head-on, apply directly to the forehead.”
25TransferA celebrity endorses a product without saying anything. (Unlike testimonial where a celebrity speaks about the product)
26Tiger Woods appears on the box without saying anything
27Gap Red t-shirt ads with celebrities Steven SpeilbergPenelope CruzMary J. BligeChris Rock
28Are you an ad detective? Play this ad detective game! Look at the following pictures and find the advertisement
29Let’s Test What You Know! “Come to Florida, Everyone loves our clear, sandy beaches. Don’t miss out.”Bandwagon
30More Examples… 4 out of 5 dentists recommend Sparkle toothpaste. Expert opinion
31Another… Emotional Appeal Amazing much nutritious stuff they get with Kraft Macaroni & Cheese, isn’t it? A good source of protein, vitamins, and minerals.Emotional Appeal
32One more…Actress Kirstie Alley has lost 50 pounds on the Jenny Craig diet plan.Testimonial
33Nike is paying Tiger Woods about $100 million to use Nike products for five years.
34BandwagonThis technique tries to persuade everyone to join in and do the same thing.The text on the image showing a group of people with one person excluded is a clear example of the bandwagon technique.
35An important person or famous figure endorses a product. TestimonialAn important person or famous figure endorses a product.Athletes are popular candidates for testimonial.Tiger Woods is on of the top testimonial figures in sports
36Emotional WordsWords such as luxury, beautiful, paradise, and economical are used to evoke positive feelings in the viewer.This technique might be used more than any other.Are you less patriotic if you don’t buy American goods? Can a Lexus make you happier than a Honda?Playing to people’s emotions might get them to purchase products or services they might not otherwise buy.
37Name-callingNegative words are used to create an unfavorable opinion of the competition in the viewer's mind.Who is Burger King taking a shot at here? Who is well known for having a secret sauce in their hamburgers? (McDonald’s)
38Compare & contrastThe viewer is led to believe one product is better than another, although no real proof is offered.The Pepsi Taste Test Challenge is a perfect example of this.
39Try Again, find the ad in this game Taco Bell made a "promotional partnership" deal with X-Box video games. That means that you see Taco Bell ads in X-Box games, and X-Box promotions in Taco Bell stores
40Find the ad in this picture. SAFECO, an insurance and investment company, is paying $40 million over 20 years to get the Seattle Mariners' baseball stadium named SAFECO Field. Buying the name of a sports arena is one way for companies to make their name known.
41Homework – bring in an ad using propaganda Your ad may be from a newspaper, magazine or the Internet or you may watch a television commercial and record the propaganda from the commercialBe sure to include your name, class period, product, ad slogan, type of propaganda used
42In this project, you must decide if you are for or against something and then convince others to agree with you. You will choose a persuasive technique to help you! Good Luck!