Persuasive Messages

Appeal to reader’s interests through: Credibility/Expertise (Ethos) Logic/Facts (Logos) Emotion (Pathos)

Motivation (Maslow’s Hierarchy of Needs)

Survival Needs (Physiological Needs) Food Water Air Reproduction Applies to: Unemployed Homeless Environmentalists

Security and Safety Safe shelter or neighborhoods Personal safety Routines and habits Job security Applies to: Parents Women Children from dysfunctional homes

Love and Affiliation Relationships Organizations and clubs Friendships Applies to: Teens and adolescents People with high social needs

Esteem Respect and admiration Academic success Career success Applies to: Those who have satisfied lower level needs People with low self- esteem

Self-Actualization Accomplishment Fulfillment “Be all you can be!” Applies to: Financially successful Empty-nesters People with high self-esteem

Gardner’s Seven Factors of Mental Change Reason ( Logic, Analogy, Classification ) Research ( Statistics, Experiment Data ) Resonance ( Feels right, Fits situation, Convincing ) Redescription ( Described in different forms: linguistic, spatial, numeric ) Rewards ( Resources, Reinforcement ) Real world events ( Natural, Political, Economic ) Resistance ( Opposition, Inertia )

Arguments (Ethos) CREDIBILITY - Proof of superiority or benefit Statistics Features Expert opinions Testimonials

Arguments (Logos) What are reader’s objections? Answer/refute these objections Data/Statistics (overlap)

Argument (Pathos) When facts or logic don’t apply or are not effective… Happy Families Humor Exotic Places Something for Nothing Bandwagon Plain Folks Celebrity Endorsement Sex Appeal Science and Statistics Health/Nature Patriotism Fears and Insecurities Positive Effects

Happy Families Plays on needs for affiliation and affection.

Humor Associate product with positive feelings May be subtle or slapstick

Exotic Places Make us want to be there We would be beautiful, glamorous, and sexy if we were there

Something for Nothing Coupons, giveaways, premiums.

Bandwagon “Everybody’s doing it” We’d all like to be as attractive and popular as these people.

Plain Folks Trust and credibility

Celebrity Endorsements “ Be Like Mike” Use sports and entertainment figures

Sex Appeal You’ll be attractive if you do/have this

Science and Statistics Science supports this

Health and Nature This is good for your health or the environment

Patriotism National allegiance “Proud to be an American”

Fears and Insecurities Personal characteristics Future

Positive Effects Tobacco & Oil advertising – but we do good things! NFL participation in the United Way

Additional Appeals Humanitarian Your action will help others Individual responsibility It’s your “job” to do this Personal experience You are unique OR you may have had a similar experience

Indirect Persuasion (AIDA) Attention Interest Desire Action

AIDA Attention Show benefit to audience Show need or problem Interest Expand on benefit Show relevance to audience Appeal to logic or emotions Desire Supply proof of audience benefits Answer potential questions Downplay any negative points or obstacles Action Motivate audience to immediate action Make action easy

Critical Points Benefits must appeal to audience Connection between benefits and request must be clear Action should be easy and immediate

Attention Devices What kinds of persuasive messages get your attention? Medium Mail Telephone TV/Radio Interest vs. Annoyance

Establishing Credibility (Ethos) Use simple language (KISS) Evidence Research, facts, testimonials Credible Sources Verifiable Qualified Knowledge Background Research

Credibility (overlap?) Common Ground Shared experience, similar beliefs Enthusiasm & Sincerity Care about the subject & audience Objectivity Fair and balanced Trustworthy Honest and factual

Knowledge Needed (TAP) Know your Topic Features, competitors, market Know your Audience Who they are (age, characteristics, etc.) What they want or need What will interest them? Turn them off? What do they know? What do I want them to know? Know your Purpose

Goals Define your purpose Get audience to read/listen to/watch entire message Get audience to react positively

Central Point What piece of information is most likely to motivate the audience to buy in?

Your Ads (Analysis) In groups, try to identify: Product/Topic Target audience Persuasion strategies being used BE SPECIFIC!