Persuasive Techniques How to convince people to do what we want them to do!!!!

Brief History of Advertising/Persuasive Technique  Ben Franklin was the first to add big headlines into the newspapers of the American Colonies.  Industrial Revolution caused advertising and Persuasive Techniques to explode as a multi- million dollar industry  Radio caused people not to leave their homes and still hear advertising  Television was the third big boom to the advertizing industry

A nickel out of every dollar is spent on persuasive technique  When you add together the money spent in America on advertising, public relations, promotional efforts, political campaigning, you come up with a total of $200 billion per year.  Advertising is the most widespread and most sophisticated form of persuasion in the world today.

Three General Approaches to Persuasion  Character-Using the character of certain individuals as those that recommend a product. We believe in the people, we believe in the products.  Logic/Logos- Using facts that are aimed at our minds. One cigarette company says its cigarettes have only 9 mg. tarcompared ot 10 mg. of tar.  Emotional/Pathos- Using scenes, sayings, etc. that appeal to our emotions.

NAME THAT PERSUASIVE TECHNIQUE

Name Calling  “ Don’t vote for my opponent. He’s a no-good, beady-eyed rat!!”  “Vote for Hardy. He’s a miracle-worker!”

Testimonial/Appeal to Authority-A Movie Star or Famous Person Endorses the product  Tye Pennington of Extreme Make-over says,“Kleanco Vacuum Cleaners are the best vacuum cleaners made.”

Slanting-Uses data, polls, surveys, and appears scientifically feasible.  “Fifty people in a taste test preferred Fizz Drink to the best-selling brand.”

Bandwagon-join the majority  “ Vote for Patty Wilson. Everyone else in our class is going to vote for her

Humility/Plain Folks-take a humble approach and does not brag  “I don’t claim to have all the answers. But, I’m willing to true my best to solve our problems.”  “Good ol’ boys like us believe in plain good Quality items”

Snob Appeal –Opposite of Humility…says only the privileged can use this product  “ Of course Crème de la Crème Shampoo costs more than other shampoos. But it’s not for everyone. It’s for special people who deserve only the best.”

Eye and Nose Appeal  A product appeal to a person’s sense of smell and sight

Youth Appeal  The product will make consumers loook or feel or act younger

Symbol or Character Appeal  Companies create a well- known symbol or character to advertise their product.

Happy Family Appeal  If you buy this product your family will love you forever

Appeal to Tradition  The manufacturer says to the consumer, “We have made the best product for over 100 years.” Experience is the key.

Romantic/Sex appeal  Consumers will be good- looking, romantic or sexy if they use this product.

Image Appeal  Targets a certain groups image…Hunters-Camouflage

Slogans  Subway …Eat Fresh  Applebees…eatin Good in the neighborhood  Chuckee Cheese..Where a kid can be a kid.  McDonald’s… I’m Lovin it

Weasel Words  New and improved  More  Great