1. ADVERTISING

2. What is persuasion? Way of convincing people to: buy a certain product
believe something / act in a certain way
agree with a point of view

3. Common persuasive techniques used in advertising
Testimonial / celebrity endorsement
Slogan
Repetition
Emotional Appeal
Bandwagon
Expert Opinion

4. SLOGAN
Catchy phrase or statement often used to sell a service / product

5. REPETITION: 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
A statement suggesting that everyone is using a specific product, so you should too

7. Testimonial (& celebrity Endorsement)
A well-known person (or everyday person) supports a product or service

8. Emotional Appeal
A person is made to have strong feelings about a situation or product

9. 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”

10. Audience Awareness Advertisers know how to Target their audiences
With demographics
With psychographics
Use appropriate persuasive techniques

11. DEMOGRAPHICS
Separating consumers into groups based on age, sex, income, education, occupation, marital status, etc., advertisers determine their target audience and use that to create ads.

12. Target audience
Age, location, occupation and hobbies are a few of the demographics that make up target markets. Maybe you're a hair salon marketing yourself to middle-aged men who like sports, or maybe you're a restaurant catering to savvy couples with interest in exotic cuisine. If you aim too broad you risk not capturing enough people's attention, and if you aim too narrowly, you risk not having many customers.

13. Target audience BOYS, ages 14—18 YOUNG SUBURBAN MOMS
MEN INTERESTED IN SPORTS, ages 25—35
WEALTHY PARENTS, ages 55—65

14. WHO’S THE AUDIENCE?

15. Audience?

16. Audience?
Purpose?
Persuasive technique?

17. Audience?

18. Audience?
Purpose?

19. Purpose?
Audience?
Persuasive technique?

20. Audience?
Purpose?
Persuasive technique?