1. Persuasive Advertising Techniques

2. Purpose To gain reader/viewer support To push reader/viewer to action
Change mind
Buy product
Protest

3. Strategies emphasize readers’ benefits address readers’ concerns
show sound reasoning
present reliable evidence

4. Emphasizing Benefits It’s all about NEEDS!
How will reader/audience benefit from performing the action?
How will reader/audience benefit from taking the position?
How will reader/audience benefit from purchasing the recommended product?

5. Addressing Concerns Proactive: Predict reactions!
Counteract negativity

6. Show Sound Reasoning Best weapon: Logic!!
They don’t just show the benefits – they PERSUADE the audience of the benefits
The new computer will lower operating costs because it can perform more tasks very quickly, freeing up people for other tasks.

7. RELIABLE evidence! Experts Facts Quotations Authorities Examples
Interviews
EVIDENCE!!

8. Organizing Persuasion
Pattern IS important for persuasion!
HOW they work through an argument is as important as the argument itself
Are they looking for a positive or a negative reaction?
They choose a pattern that best suits their PURPOSE

9. Direct Pattern Used if the audience’s FIRST response is important
Good news
Recommendation
Presenting a favourable analysis
Main point stated first
Evidence/proof/arguments next
You MUST buy that 2013 Polaris Ranger LE because…

10. Indirect Approach Bad news approach
Prepares audience before hitting them with bad news
Format:
Discuss the situation
Present arguments
Make recommendation

12. The Rhetorical Triangle
Types of Argumentation
The Rhetorical Triangle

13. LOGOS Appeal to reason using: Most convincing technique Facts Stats
Research
Logical Arguments
Most convincing technique

14. Ethos
Appeal to credibility
Of character
Of experience
Of sources

15. Pathos Appeal to emotion Values Beliefs Passion Personal stories
Word choice
Images

17. Types of Persuasive Media
Editorials
Letters to the Editor
Magazine articles
Websites
Blogs
Reviews
How many more can you think of?