1. Analyzing Persuasive Techniques in Advertising
Grade 11 Language Arts
Thursday 13 November, 2014

2. Bandwagon Persuasive Technique
How It Is Used
Uses the argument that a person should believe or do something because “everybody else” does.
Intended Effect
Consumers buy the product because they want to fit in.
Consumers assume that if others buy it, the product must be good.

3. Bait and Switch Persuasive Technique
How It Is Used
Dishonest tactic in which a salesperson lures customers into a store with the promise of a bargain.
Intended Effect
Consumers are persuaded to buy a more expensive product.

4. Celebrity Spokesperson Persuasive Technique
How It Is Used
Uses a celebrity or famous person to endorse a product.
Intended Effect
Consumers transfer admiration or respect for the celebrity to the product.

5. Emotional Appeals
How It Is Used
Make viewers feel certain emotions, such as excitement, sadness, or fear.
Intended Effect
Audience transfers that feeling to the product.

6. Glittering Generalities Persuasive Technique
How It Is Used
Emphasizes highly valued beliefs such as patriotism, peace, or freedom.
Intended Effect
Consumers accept this information, often without enough evidence to support the claim.

7. Humor
How It Is Used
Used to make audiences laugh, but provides little information about the product or service.
Intended Effect
Consumers remember the ad and associate positive feelings with the product.

8. Individuality Persuasive Technique
How It Is Used
Appeals to consumers’ desire to be different from everyone else; the opposite of the bandwagon technique.
Intended Effect
Consumers celebrate their own style, or rebel against what others are doing.
Consumers perceive the product as unique, stylish, or cool

9. Loaded Language Persuasive Technique
How It Is Used
Uses words with positive or negative connotations to describe a product or that of the competitor – such as purr, snarl, or weasel words.
Intended Effect
The words appeal to consumer’s emotions, rather than their reason.
Purr words, such as “fresh” or “juicy,” make a product seem more desirable.

10. Name Calling Persuasive Technique
How It Is Used
Attacks people or groups to discredit their ideas.
Intended Effect
Consumers focus on the attack rather than the issues.

11. Plain Folk Persuasive Technique
How It Is Used
Shows ordinary people using or supporting a product or candidate.
Intended Effect
Consumers trust the product because it’s good enough for regular “folks.”

12. Product Comparison Persuasive Technique
How It Is Used
Compares a product with the “inferior” competition.
Intended Effect
Consumers believe the feature product is superior.