ADVERTISING
What is persuasion? Way of convincing people to: buy a certain product believe something / act in a certain way agree with a point of view
Common persuasive techniques used in advertising Testimonial / celebrity endorsement Slogan Repetition Emotional Appeal Bandwagon Expert Opinion
SLOGAN Catchy phrase or statement often used to sell a service / product
REPETITION: Name of a product is repeated many times HEAD ON Apply directly to the forehead HEAD ON Apply directly to the forehead HEAD ON Apply directly to the forehead
Bandwagon A statement suggesting that everyone is using a specific product, so you should too
Testimonial (& celebrity Endorsement) A well-known person (or everyday person) supports a product or service
Emotional Appeal A person is made to have strong feelings about a situation or product
Expert opinion Experts approve this product, so you should use it “Four out of five dentists recommend sugarless gum for their patients who chew gum”
Audience Awareness Advertisers know how to Target their audiences With demographics With psychographics Use appropriate persuasive techniques
DEMOGRAPHICS Separating consumers into groups based on age, sex, income, education, occupation, marital status, etc., advertisers determine their target audience and use that to create ads.
Target audience Age, location, occupation and hobbies are a few of the demographics that make up target markets. Maybe you're a hair salon marketing yourself to middle-aged men who like sports, or maybe you're a restaurant catering to savvy couples with interest in exotic cuisine. If you aim too broad you risk not capturing enough people's attention, and if you aim too narrowly, you risk not having many customers.
Target audience BOYS, ages 14—18 YOUNG SUBURBAN MOMS MEN INTERESTED IN SPORTS, ages 25—35 WEALTHY PARENTS, ages 55—65
WHO’S THE AUDIENCE?
Audience?
Audience? Purpose? Persuasive technique?
Audience?
Audience? Purpose?
Purpose? Audience? Persuasive technique?
Audience? Purpose? Persuasive technique?