Advertising The power of persuasion

What is Persusasion?

Advertising techniques catchy words catchy words testimonial testimonial bandwagon bandwagon transfer transfer emotional appeal emotional appeal –positive appeal –negative appeal product slogan product slogan product comparison product comparison repetition repetition

Propaganda is… The spreading of ideas, information, or rumor for the purpose of helping or injuring an institution, cause, or person. The spreading of ideas, information, or rumor for the purpose of helping or injuring an institution, cause, or person. The art of persuasion. The art of persuasion.

Catchy Words (catchy giggle)

Testimonial A famous or respected person endorses this product A famous or respected person endorses this product Examples: Examples: –This doctor uses this product and so should you. –This celebrity is voting for Candidate X and so should you.

Testimonial

Bandwagon Makes the impression that “everyone else” is using the product and if you do not, you will be left out Makes the impression that “everyone else” is using the product and if you do not, you will be left out Examples: Examples: –A “must have” for the modern teen. –The popular choice for mayor. –Don’t be the last one on the block to get one.

Bandwagon

Transfer Carry over good feelings about one object to the product itself Carry over good feelings about one object to the product itself Examples: Examples: –Vote for this candidate (flag waving in the background) –You like the song in the background, so you like the product.

Emotional Appeal Arouse emotions such as fear, humor, love, or desire Arouse emotions such as fear, humor, love, or desire Examples: Examples: –Everyone loves puppies, so people buy this product because puppies are in the ad. –Don’t let murderers get in your house, get this security system.

Positive Appeal

Negative Appeal

Product Slogan

Product Comparison

Repetition Saying a word or phrase over and over again so it “gets stuck” in the audience’s mind Saying a word or phrase over and over again so it “gets stuck” in the audience’s mind Example: Example: –“Head On, apply directly to the forehead. Head On, apply directly to the forehead. Head On, apply directly to the forehead. Head On, apply directly to the forehead.” Head On, apply directly to the forehead.”

Repetition

Additional Persuasion, Propaganda, and Advertising Techniques Card Stacking Card Stacking Generalities Generalities Name Calling Name Calling Plain Folks Plain Folks Either/Or Either/Or False Cause and Effect False Cause and Effect

Card Stacking Making one side or product look better by only mentioning some of the facts Making one side or product look better by only mentioning some of the facts Example: Example: –Brand X detergent cleans better than Brand Y. (different stains, size, material, etc.)

Glittering Generalities Broad statements used to associate product with audience beliefs and values Broad statements used to associate product with audience beliefs and values Examples: Examples: –The “All-American” candidate –A quality job well-done –Trusted like a true neighbor

Name Calling Negative words or names used to create an unfavorable opinion of competition Negative words or names used to create an unfavorable opinion of competition Examples: Examples: –He is a terrorist –She is a tree-hugger –They are cheapskates

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Plain Folks Spokesperson is an ordinary citizen, “someone just like you” who can be trusted Spokesperson is an ordinary citizen, “someone just like you” who can be trusted Examples: Examples: –The neighbor recommends this candidate –Mom loves this product

Either/Or Thinking Make the audience believe that only two options are possible, with no middle ground or possibilities Make the audience believe that only two options are possible, with no middle ground or possibilities Examples: Examples: –Either you support the war or you are on the side of the terrorists. –Either you buy organic food or you don’t care about your family’s health.

False Cause and Effect If B follows A, then A must cause B If B follows A, then A must cause B Example: Example: –A man ate pizza everyday. That man lived to be 100. Eating pizza everyday will make you live a long life.

In a 12-year study of more than 70,000 nurses, those who ate more whole grain weighed less than those who ate less whole grain. * /