Presentation on theme: "Persuasion Is All Around You!"— Presentation transcript:
1Persuasion Is All Around You! “Can You Hear Me Now?”
2What is persuasion? A means of convincing people: to buy a certain productto believe something or act in a certain wayto agree with a point of view
3Common persuasive techniques often used in advertising SloganRepetitionBandwagonTestimonialEmotional AppealExpert OpinionPurpose?
4Slogan: “Can you hear me now?” A catchy phrase or statement often used to sell a service or a product
5Repetition: The name of a product is repeated many times HEAD ON Apply directly to the foreheadHEAD ON Apply directly to the foreheadHEAD ON Apply directly to the forehead
6BandwagonA statement suggesting that everyone is using a specific product, so you should too
7TestimonialA well-known person supports a product or service
8Emotional AppealA person is made to have strong feelings about a situation or productThere are oh so many to choose from!Fear HopeLove SurpriseGuilt ShameExcitement Anger,Trust, DepressionEnvy Sympathy LonelinessNot all are appropriate for all tasks and audiencesCheetos vs. Jack LaLanne Power Juicer
9Expert opinionExperts approve this product, so you should use it “Four out of five dentists recommend sugarless gum for their patients who chew gum”
11Audience Awareness Advertisers know how to Target their audiences Demographics, Knowledge, InterestsUse appropriate persuasive techniquesAnd you can do it too!
12But 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 styleshould be adjusted appropriately according to your audience.
22Audience Analysis What you’ll need to do before your speeches Four Aspects: Attitudes, Knowledge, Composition, InterestIdentify 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 accordinglyAudience will vote on whether or not they have succeeded, whyIdentify the persuasive arguments presented
23Relevant factsAdvertisers spend about $200 billion a year on TV advertisingThe average cost for Super Bowl ads is $2.6 million per 30 second spotThe average American watches about 24,000 TV commercials a year
24Making 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?
25Reflection“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.
26Potential Selections Choose a task for your persuasive speech Want someone to do something...Go on your favorite reality showSell a productRaise money for a causeDating ShowPolitical SpeechJob InterviewPersonal Preference
27Consider a PurposeThe 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.