1. The Art of Manipulation Persuasive Techniques in Advertising
Please take notes…
Or memorize.

2. The Art of Manipulation Persuasive Techniques in Advertising

3. An advertisement is, essentially, a persuasive argument.
The advertiser proposes a need (or problem), which may or may not have existed prior to the ad, and then proposes a “solution” to that problem.
Often, consumers accept the “solution” as a result of unfair, illogical, or intentionally misleading advertising techniques.

4. Parts of an Argument
ISSUE - problem or controversy about which people disagree
CLAIM - the position on the issue
SUPPORT - reasons and evidence that the claim is reasonable and should be accepted

5. Unfair Emotional Appeals
Unrealistic Claim
A cologne ad claiming their product will make the wearer irresistible to women.
False Authority
Michael Jordan selling underwear.
Catherine Zeta-Jones selling cell phones
Association
a cigarette advertisement featuring a scenic waterfall, or healthy people engaged in rugged physical activity.
A fast food ad featuring an attractive model inexplicably spraying water on herself.

6. Unfair Emotional Appeals
Appeal to “Common Folk”
an ad showing a product being used in an average household
a politician suggesting he is like everyone else
Ad Hominem - attack on the person rather than his/her viewpoint
“Join the Crowd” (Bandwagon) C’mon, everyone else is doing it!

8. Errors in Logical Reasoning (commonly called logical fallacies) invalidate arguments or render them flawed.
Stereotyping
“Female police officers should not be sent to crime scenes because apprehending criminals is a man’s job.”
Hasty Generalization (Conclusion derived from insufficient evidence)
“Because one apple is sour, all of them in the bowl must be sour.”

9. Errors in Logical Reasoning
Non Sequitur (“It Does Not Follow”)
“My doctor is young; I’m sure she’ll be a good doctor.”
False Cause
“Because I opened the umbrella when I tripped on the sidewalk, the umbrella must have caused me to trip.”
Either-Or Fallacy (Unnecessary Dichotomy)
“You’re either with me, or you’re against me.”

10. Errors in Logical Reasoning
False Analogy
To prevent shoplifting, we ought to ban kids under eighteen from shopping. There are hardly any children in retirement communities, and shoplifting rarely occurs there.
Loaded Language (Emotionally charged or biased)
Even good kids can be influenced negatively by those dirty little punks who live across the street.
Limited Sample
Skaters always wear their hats backward; my friend is a skater and that’s what he does.

11. Which persuasive tactic is being used?
Come early so you won’t have to stand in line – because everyone knows you can make a deal with Dave and save.
Bandwagon / Appeal to Common Folk
As a test pilot, Susan Gibbs knows performance. “That’s why I drive a Chevy.”
False Authority
Olson’s pizzas are lower in fat and calories. Other pizza makers don’t care about your health.
Ad Hominem / Emotionally Charged Language

12. “We work magic with your children,” says Eileen of Eileen’s Day Care
“We work magic with your children,” says Eileen of Eileen’s Day Care. “Call us, and your children’s dreams will come true.”
Unrealistic Claim
Liberty Bell Airlines flies anywhere in this great land, from sea to shining sea.
Loaded Language / Association
Candidate Alan Wilson knows how to put in a good, honest day’s work. His father worked in a coal mine for over 40 years.
Appeal to Common Folk / Non-Sequitur / Loaded Language

13. Appeal to “Common Folk”
Review of Terms
Stereotyping
“Join the Crowd”
Ad Hominem
Appeal to “Common Folk”
Association
False Authority
Unrealistic Claim
False Analogy
Loaded Language
Limited Sample
Non Sequitur
False Cause
Either-Or Fallacy
Hasty Generalization

15. And where I work it’s the USA!!!
People who smoke other brands should go live in Canada!

16. Just a typical day in my life.

17. Choose the brand that Santa smokes.
And don’t be left on the naughty list.