By SueLynn McAndrew Fallacies Lesson Advertising Techniques: The Power of Persuasion ADVERTISING

Introduction Advertising is a multi-billion dollar industry. Advertising is a multi-billion dollar industry. Advertisers are paid “big bucks” to get consumers, like you, to buy products. Advertisers are paid “big bucks” to get consumers, like you, to buy products. Advertisers often “bend” the truth in order to sell a product. Advertisers often “bend” the truth in order to sell a product. You must be an educated consumer in order to make informed decisions. You must be an educated consumer in order to make informed decisions.

3 Advertising Techniques Brainstorm: What strategies do you Brainstorm: What strategies do you think advertisers use? The three we will discuss: The Bandwagon Appeal (Ad Populus) The Bandwagon Appeal (Ad Populus) Appeal to Authority/Celebrity (Ad Verecuniam) Appeal to Authority/Celebrity (Ad Verecuniam) The Association Principle (Non Sequitur) The Association Principle (Non Sequitur)

The Bandwagon Appeal Definition: the belief that something should be done because the majority of people do it. Definition: the belief that something should be done because the majority of people do it. Used to persuade consumers by suggesting that “everyone is doing it”. Used to persuade consumers by suggesting that “everyone is doing it”.

The Bandwagon Appeal Advertisers play into the human desire to always feel included.

Appeal to Authority/Celebrity= ETHOS Definition: when a product is sold by using famous people or an “authority figure”. Definition: when a product is sold by using famous people or an “authority figure”. Sometimes the celebrity or expert doesn’t have a direct connection to the product; they’re paid to endorse it. Sometimes the celebrity or expert doesn’t have a direct connection to the product; they’re paid to endorse it.

Meet Ethan Ethos He’s reliable, he’s trustworthy! You rely on him and trust that the product he’s endorsing is worthwhile He’s reliable, he’s trustworthy! You rely on him and trust that the product he’s endorsing is worthwhile

ETHOS Advertisers use this technique because they know that many consumers admire celebrities and respect an expert’s opinion.

PATHOS Definition: drawing a mental link between a product and desirable qualities like love, wealth, success, family, and patriotism. Definition: drawing a mental link between a product and desirable qualities like love, wealth, success, family, and patriotism.

Advertisers use this technique in order to get consumers to connect their product with something desirable or meaningful.

LOGOS Stick to the FACTS.

AD SPOOFS……. Examine the next few slides. What is the message that is being sent? Examine the next few slides. What is the message that is being sent?