Parallelism Writing structures that are grammatically parallel helps the reader understand the points better because they flow more smoothly. If there is anyone out there who still doubts…who still wonders…who still questions

Repetition Repetition can be effective in creating a sense of structure and power. In both speech and literature, repeating small phrases can ingrain an idea in the minds of the audience. Yes, we can, to opportunity and prosperity. Yes, we can heal this nation. Yes, we can repair this world. Yes, we can.

Common persuasive techniques often used in advertising Bandwagon Loaded Words/Glittering Generalities Testimonial Plain Folks Snob Appeal Misuse of Statistics Transfer Target Audiences

Bandwagon A statement suggesting that everyone is using a specific product, so you should, too! Being “in the group” makes you feel secure.

The bandwagon effect created these fine internet sensations…..

Bandwagon Examples

Example

Loaded Words and Glittering Generalities Loaded Words = Words that will make you feel strongly about someone or something (fear, desire for success, excitement, being part of a group). Loaded Words can be Glittering Generalities Glittering Generalities=Words that “glitter” but give no details about the product. “NEW IMPROVED TIDE”

Example

Loaded Words

Loaded Words……

Testimonial A well-known person or a previous customer supports a product or service

Example

Testimonial from customer

Example

Testimonials work!

Plain Folks When a company tries to show it is “just like you” Persuasive device especially favored by politicians!

Example

Subway Five Dollar Footlong Advertisement

Plain Old Mom Folk

Plain Folk Ad

Snob Appeal Just the opposite of “bandwagon”. Its message suggests: "Buying our product will make you better than everyone else-- especially since other people can't afford it.“

Example

Snob Appeal

Who can tell me about one of these persuasive techniques? Bandwagon Loaded Words/Glittering Generalities Testimonial Plain Folks Snob Appeal

Now, Take out a sheet of paper and number 1-5. I am going to show you common advertisements. For each slide, identify the persuasive technique used and give your rationale. You MAY use your notes.

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Transfer Technique Objects or other people are shown with the product or candidate being “sold” in hopes that your good feeling for those objects or people will transfer onto the product or candidate. THE TRANSFER OF GOOD FEELINGS FROM A BACKGROUND OBJECT TO THE MAIN OBJECT.

Transfer Examples:

Transfer:

Transfer Example:

Target Audiences Advertisers know how to target their audiences use appropriate persuasive technique

Target Audience?