1. Persuasion Is All Around You!
“Can You Hear Me Now?”

2. 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

3. Common persuasive techniques often used in advertising
Slogan
Repetition
Bandwagon/Peer Pressure
Scare Tactics
Loaded Words (emotions)
Glittering Generalities
Testimonial
Expert Opinion (scientific claim)
Mud Slinging (name calling, stereotyping)
Transfer
Purpose?

4. Slogan: “Can you hear me now?”
A catchy phrase or statement often used to sell a service or a product
Like a good neighbor, State Farm is there!

5. Repetition: The name of a product is repeated many times.
HEAD ON Apply directly to the forehead
HEAD ON Apply directly to the forehead
HEAD ON Apply directly to the forehead

6. Bandwagon/Peer Pressure
A statement suggesting that everyone is using a specific product, so you should too.

7. Scare Tactics
Possible negative effects are described or shown through pictures to make audiences react without reason.

8. Loaded Words & Emotions
A person is made to have strong feelings about a situation or product
“New and Improved” or “All Natural”

9. Glittering Generalities
Uses catchy –yet vague- words to describe the product in a very general way

10. Testimonial
A well-known person supports a product or service

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

12. Mud Slinging (name calling)
Uses negative information (not always supported by facts) to bad-mouth the competition.

13. Transfer
Transfers or links the product/idea to something positive or popular. (Doesn’t have to do with the product most of the time!)

14. Quick review Slogan Repetition Bandwagon/Peer Pressure Scare Tactics
Loaded Words (emotions)
Glittering Generalities
Testimonial
Expert Opinion (scientific claim)
Mud Slinging (name calling, stereotyping)
Transfer

15. Audience Awareness Advertisers know how to target their audiences
use appropriate persuasive technique

16. Who’s the audience?
Purpose?
Persuasive technique?

17. Purpose?
Audience?
Persuasive technique?

18. Audience?
Purpose?
Persuasive technique?

19. Audience?
Purpose?
Persuasive technique?

20. Purpose?
Audience?
Persuasive technique?

21. Audience?
Purpose?
Persuasive technique?

22. Audience?
Purpose?
Persuasive technique?

23. Audience?
Purpose?
Persuasive technique?

24. Purpose?
Audience?
Persuasive technique?

25. Relevant facts
Advertisers spend about $200 billion a year on TV advertising
The average cost for Super Bowl ads is $2.6 million for a 30 second spot
The average American watches about 24,000 TV commercials a year

26. Making Connections What is your favorite jingle?
What slogan for a product do you find yourself saying?
What TV commercial has influenced you to make a purchase?

27. Reflection
“Persuasion is all around you” In addition to TV commercials, where else do you see persuasion all around you? Is that persuasion influencing you or your family in any way? Explain.