Persuasive Techniques

What do these different techniques do? Convince people: to buy a certain product to believe something or act in a certain way to agree with a point of view

Common Persuasive Techniques Bandwagon Bribery Card Stacking Call on Authority Faulty Reasoning Glittering Generality Humor Image Advertising Magical Ingredients Patriotism Plain Folk Repetition Sentimental Appeal Snob Appeal Testimonial

A statement suggesting that everyone is using a specific product, so you should, too! Being “in the group” makes you feel secure. If you don’t “jump on the bandwagon” you will be left out. Bandwagon

The bandwagon effect created these fine internet sensations…

How is bandwagon used here?

Bandwagon

Bandwagon

Bandwagon

Offers you something “extra” with the product Bribery

I wasn’t going to buy one I wasn’t going to buy one. But now I see that I can buy 1 get 1 free, I’m definitely getting one now! Bribery

Bribery

Bribery

Card stacking is only telling part of the truth Card stacking is only telling part of the truth. It is “stacking the deck” in your favor by only giving part of the information. Omitting relevant facts. Card Stacking

Card Stacking

Card Stacking

Card Stacking

Giving one’s background as proof of his/her credibility as a speaker or to establish expertise on the topic they are addressing. Call on Authority

Call on Authority Expert Opinions: They use experts such as doctors, dentists, engineers, fitness trainers to say that they recommend this product. Example: 4 out of 5 doctors prescribe Bayer aspirin Call on Authority

Call on Authority

Using misleading ideas in place of factual information Uses unrelated ideas for support Faulty Reasoning

This is an ad that irritated AT&T Faulty Reasoning

They added their land lines in this map! Why is this faulty? AT&T replies in an ad that gives their version of the map… Why the big difference? They added their land lines in this map! Why is this faulty?

Glittering Generalities Words that “glitter” but give no details about the product. “Nice Words” “NEW AND IMPROVED TIDE” Glittering Generalities

Glittering Generalities They’re Grrrrrrrreat! Glittering Generalities

Glittering Generalities

Using humor or amusing situations that help you feel good about the product

Humor – What’s funny about this?

Presenting a desirable situation or lifestyle in order to convince people that if they use a product, they can also have this lifestyle Beautiful People Beautiful Life Image Advertising

Image Advertising

Something almost miraculous will happen if you use a particular product EX: gives instant energy, can give you the ability to jump high enough to slam dunk Magical Ingredients

MAGICAL INGREDIENTS

Patriotism Purchasing this product will display love for your country. Person will financially help the country. …built American tough

Using actors who represent “average” people to suggest that, because they resemble family/neighbors, the product must me good for me too! Plain Folk

Plain Folks is an appeal to the common person doing common things in a common way

Subway Five Dollar Footlong Advertisement Plain Folk

Words, phrases, and/or symbols in an advertisement are repeated several times for effect. Repetition gets your attention and stresses a slogan or product Repeating something helps you remember the product or ad Repetition

Repetition What is repeated in this ad?

Repetition “Head on, apply directly to the forehead.

Can you hear me now? Repetition

Sentimental Appeal Words or pictures that appeal to your emotions. They appeal to positive emotions - like your desire for success. They can also appeal to negative emotions - like fear. Example: Save the Children. Feed the Children. Sentimental Appeal

Sentimental Appeal . Love/ Popularity Fame Wealth Power Attractiveness Sex Appeal if you use this product you be more attractive to members of the opposite sex. You will look sexy to everyone. Love or Popularity- This will make everyone love you and like you. You will be popular and a trend setter. Watch out for this one. Everyone likes attention. Fame – You will gain fame (attention) if you use this. Wealth-by having this product you will appear wealthy. The wealthy and affluent use this. You get what you pay for. Power- This will give you power over people. You’ll have an “edge” over others. Sentimental Appeal .

Sentimental Appeal

Sentimental Appeal

SNOB APPEAL Just the opposite of “bandwagon”. Its message suggests: "Buying our product will make you better than everyone else--especially since other people can't afford it.” SNOB APPEAL

Snob Appeal

Snob Appeal

Snob Appeal

Celebrity endorsements - when a product is sold by using words from famous people or an authority figure. If the celebrity/athlete/star uses the product, then it must be good, so I will purchase it too.  Examples: Proactiv, Nike, Gap, Got Milk ads, T-Mobile Testimonial

A well-known person or a previous customer supports a product or service Testimonial

Testimonial

Testimonial is an attempt to connect a famous person to a product or item.

Take a look at the following ads. What do you notice about them Take a look at the following ads. What do you notice about them? Are they persuasive? Why?

NIKE

What kind of ad will you create? How will you make it persuasive? Create an advertisement for a fictional product. Use at least 3 persuasive techniques to persuade people to buy your product.