What do we need to know about our audience in order to persuade them? WHAT TECHNIQUES CAN WE USE TO PERSUADE?

Persuasive Techniques in Advertising Write an answer for each of the following questions: Where do you encounter advertising? Which specific advertisements stick in your head? What makes these advertisements memorable? Do you think advertisements have an effect on your personal interests? Why or why not?

Aristotle's Rhetorical Triangle/ Persuasive Techniques Pathos Ethos Logos

What ideas or memories does this item evoke? 1. The Nike swoosh

2. The golden arches What ideas or memories does this item evoke?

3. A can of Coca-Cola What ideas or memories does this item evoke?

4. Sleeping Beauty’s castle on the Disney logo What ideas or memories does this item evoke?

5. The Vietnam Veterans Memorial What ideas or memories does this item evoke?

6. Ground Zero at the World Trade Center site What ideas or memories does this item evoke?

7. A dollar bill What ideas or memories does this item evoke?

Journal What common experiences do these items evoke for members of this class? 1. The Nike swoosh 2. The golden arches 3. A can of Coca-Cola 4. Sleeping Beauty’s castle on the Disney logo 5. The Vietnam Veterans Memorial 6. Ground Zero at the World Trade Center site 7. A dollar bill

Avante Garde The suggestion that using this product puts the user ahead of the times Example= A toy manufacturer encourages kids to be the first on their block to have a new toy.

Weasel Words Used to suggest a positive meaning without actually really making any guarantee Examples= A scientist says that a diet product might help you to lose weight the way it helped him to lose weight. A dish soap leaves dishes virtually spotless.

Magic Ingredients The suggestion that some almost miraculous discovery makes the product exceptionally effective Example= A pharmaceutical manufacturer describes a special coating that makes their pain reliever less irritating to the stomach than a competitor’s.

Patriotism The suggestion that purchasing this product shows your love of your country Example= A company brags about its product being made in America

Transfer Positive words, images, and ideas are used to suggest that the product being sold is also positive. Example= A clothing manufacturer wanting people to wear their product to stay cool during the summer shows people wearing fashions made from their clothing at a sunny seaside setting where there is a cool breeze.

Plain Folks The suggestion that the product is a practical product of good value for ordinary people Example= A cereal manufacturer shows an ordinary family sitting down to breakfast and enjoying their product.

Snob Appeal The suggestion that the use of the product makes the customer part of an elite group with a luxurious and glamorous lifestyle. Example= A coffee manufacturer shows people dressed in formal gowns and tuxedos drinking their brand at an art gallery.

Bribery Offers you something “extra” with the product Example= Buy a burger; get free fries.

Bandwagon The suggestion that you should join the crowd or be on the winning side by using a product—you don’t want to be the only person without it!

Everything’s an Argument Find a picture on one of the following pages. Be ready to explain how it uses of one of the main persuasive techniques. Pathos: p Ethos: p Logos: p

Principles of Persuasion 1. Reciprocity: people feel obligated to give back after they have received something. 2. Scarcity: people want more of things they can have less of. 3. Authority: people follow the lead of credible, knowledgeable experts. 4. Consistency: people like to be consistent with the things they have previously said or done. 5. Liking: people prefer to say yes to those they like; people like those who are similar to them, give them compliments, and cooperate with them. 6. Consensus: people look to the actions and behaviors of others to guide their own; the larger the group of individuals in agreement, the more likely others are to join. Create a drawing that demonstrates one of the principles.

Creating Your Own Advertisement 1. Complete the Planning Your Advertisement sheet. 2. Create an advertisement on paper. Include everything that was in your plan. 3. Next class: Share with another group.

Journal Advertisements can be very influential and manipulative, persuading people to join organizations or mostly, to buy products. How do you feel about companies targeting young children as young as 2 and 3 years old? How much do you think we are influenced by ads as a society? Is there a way this influence can be avoided? If so, how???

Analyzing Influential Speeches Read your speech. Answer the following questions on the back of the speech or on a separate sheet: 1. Who is the speaker, and who is the audience? 2. What is the purpose of the speech? 3. What techniques, strategies, and/or fallacies are used? (identify at least three) Where are they used? (underline or highlight) 4. In your opinion, is the speech persuasive? Why or why not? 5. Be prepared to read the speech and your answers to the class.