Presentation on theme: "Persuasive Techniques used in Advertising What Consumers Should Know."— Presentation transcript:
Persuasive Techniques used in Advertising What Consumers Should Know
Purpose To persuade you to: Buy something Think something Do something As a consumer, it is in your best interest to understand the techniques used by advertisers to get you to buy their products
Bandwagon Comes from the phrase “getting on the bandwagon” which means “going along with the crowd” Makes the appeal that “everyone else is doing it, and so should you.” Used to convince people to join the crowd so they are not left behind
Questions to Ask What is the ad trying to get me to do? What is the evidence for and against jumping on the bandwagon? Even though others are supporting it, why should I?
Appeal to Emotion The advertiser tries to play on the emotions of the audience, often in place of information that might appeal to an audience rationally Can appeal to several emotions including sentiment & fear
Questions to Ask What is the ad trying to sell? What emotion does the ad make me feel? Is it logical for me to purchase the product or is my emotion swaying me?
Transfer Using images to evoke positive feelings in order to persuade Effective because you transfer the feeling you associate with a picture to feelings about a product Symbols are often used in transfer ads
Questions to Ask What is the ad trying to sell? What is the meaning of the symbol used in the ad? Is there a real connection between the suggestion made by the ad and the product? Is there merit in the ad by itself (without the transfer technique)?