Persuasive Techniques

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Presentation transcript:

Persuasive Techniques Used within logos, pathos, and ethos.

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 “Weasel words” are used to suggest a positive meaning without actually really making any guarantee. Example: 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 Ingredient 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 textile manufacturer wanting people to wear their product to stay cool during the summer shows people wearing fashions made from their cloth 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 Bribery offers you something “extra.” Example: Buy a burger; get free fries

Testimonial Using a famous person/celebrity to promote a product, even if they are not qualified or have no experience in that area. Example: Michael Jordan for Nike Kevin Hart for Verizon

Half Truth Only presenting one side of the story in order to persuade people to buy their product. It may be partly true but they leave out other details. Everything is up to half off. ( only a few items actually are) Lose up to 20 lbs in a week! ( results not typical)

Sex/gender appeal The idea that using this product makes you more attractive to others. Example: Herbal essence Axe body spray.

Glittering generalities Using words that have no real meaning, just to make the product sound better. Example: Make your hair bouncier and more fragrant.