2. Persuasion, it’s all around you! Can You Hear Me Now?”

4. What is persuasion? A means of convincing people: to buy a certain product to believe something or act in a certain way to agree with a point of view

5. Bandwagon: Tells the viewer that: everyone uses the product. If they own the product they will fit in. because hey, if others use it, it must be good. (right?) NOT ALWAYS!

6. Celebrity Endorsement or Testimonial (Name dropping) Ad shows a popular celebrity promoting a product. Viewers transfer the respect they feel for the celebrity to the product.

7. Emotional Appeal or Transference: Ad is intended to make viewers feel certain emotions, such as happiness, sadness, or excitement. The viewers may transfer their feeling to the product.

8. Humor The ad’s main purpose is to make the audience laugh. Gives little information about the product. Viewers will remember the commercial and have positive feelings about the product.

10. Plain Folks The suggestion that the product is a practical product of good value for ordinary people For example a cereal manufacturer shows an ordinary family sitting down to breakfast and enjoying their product.

11. Individuality/Anti-Bandwagon: The ad tells viewers to think differently; celebrate their own style; and rebel against what everyone else is saying, doing, or buying.

12. Snob Appeal/Ego tripping Arouses the desire to achieve status or wealth or to feel superior.

13. Slogan A memorable phrase is used in a campaign (series of commercials.) Viewers remember the slogan and associate it with the product. Some become a part of everyday language

14. Security The ad draws on viewers' fears that their jobs, families, or lives may be in danger if they don't buy the product. Viewers question the quality of the competing product. Believe that the featured product is superior.

16. Glittering Generality The ad is filled with words that have positive connotations attached to them, such as "tasty" or "sensational."

18. Loaded words Using words with strong connotations -whether negative or positive.

20. Generalizations/Product comparison Product Comparison: The commercial features a comparison between the product and its competition, showing the competition as inferior. This often uses card stacking, which is withholding pertinent information to persuade the viewer

22. NAME CALLING: Negative ads that try to put down a person or product to make the advertiser’s product look better.

23. AVANTE GARDE The suggestion that using this product puts the user ahead of the times e.g. a toy manufacturer encourages kids to be the first on their block to have a new toy.

24. WEASEL WORDS Used to suggest a positive meaning without actually really making any guarantee For example: a scientist says that a diet product might help you to lose weight the way it helped him to lose weight.

25. MAGIC INGREDIENTS The suggestion that some almost miraculous discovery makes the product exceptionally effective For example: A pharmaceutical manufacturer describes a special coating that makes their pain reliever less irritating to the stomach than a competitor`s.

26. Expert Opinion Experts approve this product, so you should use it “Four out of five dentists recommend sugarless gum for their patients who chew gum”

27. Audience Awareness Who is the demographic you are selling to? Advertisers know how to target their audiences use appropriate persuasive techniques to reach their target audience.

28. Who is the audience?

35. Persuasive Ad Analysis Working alone(flying solo) you must analyze 2 ad’s: identify 2 persuasive techniques each ad uses, AND EXPLAIN how they utilize those techniques. Make sure you don’t use any persuasive technique more than once. Working in pairs you must analyze 4 ad’s: : identify 2 persuasive techniques each ad uses, AND EXPLAIN how they utilize those techniques. Make sure you don’t use any persuasive technique more than once.