1. Persuasive Techniques
Unit 19 – Advertising Production

2. Learning Aim
Understand the persuasive techniques used in advertising.

3. Prezi Show

4. A few More… There are many more Techniques used in Advertising:
Emotional appeal
Negative emotion e.g. fear, pain, guilt
Positive emotions e.g. happiness, joy, inspiration 
Compassion e.g. pathos, empathy, sympathy 

5. Appeal to credibility or character
Ethics of the individual e.g. charity campaigns
Reliability of product or service e.g. longstanding institutions
Brand identification (associate quality, or prestige of product/services)
Use of statistics from experts to add credibility.
Use of celebrity endorsements.
Appeal to logic or reason
Facts and figures about the product or service
Features
Benefits
USP (unique selling point)

6. What style/type is this? What distribution method is this?
Gunn’s styles and types
Old media or new media?
What advertising conventions have been used and how/why?
Is this digital or non-digital consumption?
Content, branding, Image, Copy, Slogan, Time

7. Assignment Brief
Unit 19 (part 1)