P ERSUASIVE T ECHNIQUES

W HAT IS PERSUASION ? A way to convince an audience… to buy a certain product to believe something to act in a certain way to agree with a point of view

B ANDWAGON A statement appealing readers/listeners to follow the crowd. In other words, join in because others are doing it, and you don’t want to be left behind.

C ARD S TACKING Only presenting information that is positive to an ideal or proposal and omitting information contrary to that. What would be a good example of this?

G LITTERING G ENERALITIES Using words that have different positive meanings for individual subjects but are linked to highly valued concepts Examples: When a person is asked to do something in “defense of democracy” they are more likely to agree. Word choice: honor, glory, love of country, freedom

N AME C ALLING The use of derogatory language or words that carry a negative connotation when describing an enemy or opponent Example: political campaigns

P LAIN F OLK An attempt for advertisers and propagandists to convince the public that their views reflect those of the common person and that they are also working for their benefit Where do you see examples of this?

T ESTIMONIAL Endorsements which connect a famous or respectable person with a product or viewpoint.

T RANSFER An attempt to make audiences view a certain item in the same way as they view another item in order to link the two in the subject’s mind Example: “The American pioneers worked hard because they cared about the future. If you care about the future of your family, then see your agent at Pioneer Insurance."

A SSERTION An energetic statement presented as a fact although it isn’t necessarily true Where do you see an example of this in advertising?

L ESSER OF T WO E VILS An attempt to convince subject of an idea or proposal by presenting it as the least of offensive options Example: wartime sacrifices, convincing your parents to let you do something

P INPOINTING THE E NEMY An attempt to simplify a complex situation by presenting one specific group or person as the enemy Examples: 9/11 terrorists

S IMPLIFICATION Reduces a complex situation to a clear cut choice involving good and evil Example: common stereotypes

S LIPPERY S LOPE Maintains that a small action will inevitably lead to greater actions and consequences that often are illogical Example: “If you don’t finish your math homework, you will be homeless when you are twenty years old.”

E THOS, L OGOS, P ATHOS Persuasion based on appealing to certain qualities or beliefs of the audience Ethos : appeal to ethics Logos : appeal to logic Pathos : appeal to emotion

A UDIENCE A WARENESS Advertisers know how to target their audiences use appropriate persuasive technique(s) stimulate emotional appeal in their audiences, which directly corresponds to dollars and cents Propagandists know how to target their audiences use appropriate persuasive technique(s) stimulate emotional appeal in their audiences, which directly corresponds to choosing a viewpoint

R ELEVANT FACTS Advertisers spend about $200 billion a year on TV advertising The average cost for Super Bowl ads is $2.6 million per 30 second spot The average American watches about 24,000 TV commercials a year

W HO IS THE AUDIENCE ?

Purpose? Audience? Persuasive techniques? Porche

Audience? Persuasive techniques? Purpose?

Audience? Persuasive techniques? May 31 st World No Tobacco Day

Audience? Purpose? Persuasive techniques?

Purpose? Audience? Persuasive techniques? Mini Cooper

A DDITIONAL S OURCES (Sears Trailer) (Embrace Life) (Budweiser) (Dove Evolution) (A Day Made of Glass) (AT&T: Train) 6ljZshttp:// 6ljZs (AT&T documentary)