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

3. 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 Also known as propaganda techniques. Propaganda is an approach to influence many people at once.

4. Common persuasive techniques often used in advertising Slogan Repetition Bandwagon Testimonial Red Herring Circular Argument Appeal to numbers, facts, statistics Card Stacking Emotional Appeal Snob Appeal Plain Folk Slippery Slope

5. Slogan: “Can you hear me now?” A catchy phrase or statement often used to sell a service or a product

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

7. Bandwagon A statement suggesting that everyone is using a specific product, so you should too Millions of people have discovered Proactiv® Solution...from people like you to celebrities like Vanessa Williams, Jessica Simpson and Elle Macpherson... they all say Proactiv Solution helped banish their breakouts and get them on the path to clear, beautiful, star- quality skin.

8. Testimonial A well-known person supports a product or service. Here Tiger Woods eats wheaties, so you should too.

9. Red Herring: An attempt to distract the reader with details not relevant to the product or argument. Sometimes uses words that cause a strong feeling. Once the reader is feeling strongly, he or she may be more likely to agree with the writer. “Living green” attempts to make the reader think that by eating at subway, they are being healthy and being environmentally aware, something not necessarily even true. In the Duracell commercial, the word “danger” is used persuade the audience of the power of these batteries.

10. Red Herring Continued… Wit and humor are a type of distraction (red herring) Red Herring Continued… Wit and humor are a type of distraction (red herring) Uses humor to sell a product; it is not uncommon that the humor itself is not even relevant to the product.

11. Circular Argument: -states the conclusion or outcome as part of the argument or reason you should buy the product. Any that show before and after pictures are using circular argument. "The SUBWAY® chain helped save my life over and over. I can't ever repay that."

12. Appeal to numbers, facts, statistics. Attempts to persuade the reader/audience by showing how many people think something is true and providing facts, numbers, and stats to prove it. “Four out of five dentists recommend sugarless gum for their patients who chew gum”

13. Card-Stacking A different take on the Appeal to Numbers and Facts strategy, card-stacking manipulates information and statistics to make a product appear better than it is often by ommiting facts that prove the opposite or use unfair comparisons Ex: Commercials for pharmaceuticals usually list the side effects in small print or in an inconspicuous way.

14. Emotional Appeal Positive feelings/desires are connected to a product/user Transfers positive or negative feelings we have of something we know to something we don’t. Sex Appeal Love/ Popularity Fame Wealth Power

15. More Emotional appeal: Words of praise for a product or person; using nice words like goodness or patriotism.

16. More Emotional Appeal : popularity, acceptance (you’ll be irresistible if you use this product)

17. More Emotional Appeal: If you want to be brighter, you’ll support Bill Brite. Look on the bright side! Vote for Bill Brite ! Clipart-Microsoft Office XP 2002

18. More Emotional Appeal: Sex appeal

19. Snob Appeal Aims to flatter by making people feel that they would be of a higher social rank if they used/purchased the product. Makes assumption/ insinuation that this product/idea is better than others… Thus, those that use it are too. “Avant Garde” ahead of the times. The Ultimate driving machine

20. Plain Folks seeks to make the company/person appear ordinary, and hence more trustworthy Appealing to regular people's values like family, patriotism Opposite of Snob Appeal State Farm Like a good neighbor…

21. Slippery Slope A fallacy in which a course of action is objected to on the grounds that once taken it will lead to additional actions until some undesirable consequence results. Search on youtube for slippery slope commercials and you’ll find some that are currently popular on tv.fallacy "I hope the art mural at 34th and Habersham will not be allowed. You open the gate for one, you open it for all and you'll have it all over the city. A person wanting to paint on buildings is nothing more than upscale graffiti. More than likely it will go too far."

22. Your task: Learn all about the various persuasive techniques by reading this packet. Next, research commercials on youtube that employ these various techniques. Use only school appropriate commercials. You may also use magazine adds (feel free to cut them out/print and attach them) Decide on 10 commericials or adds that illustrate 10 different techniques. You can use each technique only once, EXCEPT emotional appeal, which you can use up to 3 times; please specify the type of emotional appeal you’re using (Sex Appeal, Love/ Popularity,Fame,Wealth, or Power) Fill out the next page with the information for the commericials/adds you’ve selected.

23. 1. Technique: ____________________________ 1.Commerical (Product being sold): ______________________________ 2.Explanation of how that commercial used that technique: 2. Technique: ____________________________ 1.Commerical (Product being sold): ______________________________ 2.Explanation of how that commercial used that technique: 3. Technique: ____________________________ 1.Commerical (Product being sold): ______________________________ 2.Explanation of how that commercial used that technique: 4. Technique: ____________________________ 1.Commerical (Product being sold): ______________________________ 2.Explanation of how that commercial used that technique: 5. Technique: ____________________________ 1.Commerical (Product being sold): ______________________________ 2.Explanation of how that commercial used that technique:

24. 6. Technique: ____________________________ 6.Commerical (Product being sold): ______________________________ 7.Explanation of how that commercial used that technique: 7. Technique: ____________________________ 1.Commerical (Product being sold): ______________________________ 2.Explanation of how that commercial used that technique: 8. Technique: ____________________________ 1.Commerical (Product being sold): ______________________________ 2.Explanation of how that commercial used that technique: 9. Technique: ____________________________ 1.Commerical (Product being sold): ______________________________ 2.Explanation of how that commercial used that technique: 10. Technique: ____________________________ 1.Commerical (Product being sold): ______________________________ 2.Explanation of how that commercial used that technique:

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

26. Who’s the audience?

27. Audience?

28. Purpose? Persuasive technique?

29. Audience? Purpose? Persuasive technique?

30. Audience?

31. Purpose?

32. Audience? Purpose?

33. Audience? Persuasive technique? Purpose?

34. Audience? Persuasive technique?

35. 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? Since Barack Obama and Steve Nash shop at Frys, does that mean we should too?

36. Ms. Kemp’s Product Product: Who will use the product?: Who will buy it?: Who is the focus?: Graphic Organizer: Persuasion technique:

37. Class Ad We are going to create an ad to try and persuade people to visit Arizona. Product: Who will use the product?: Who will buy it?: Who is the focus?: Graphic Organizer: Persuasion technique:

38. Now it’s your turn… Create an effective ad to persuade people to buy your product or service.-(commercial or print ad) Don’t forget to determine your purpose, audience, and use one of the propaganda techniques. Use your graphic organizer to get started and organize your thoughts. Created by Jennifer Bernhard, Clark County Schools

39. Brainstorming What are some products or services you can’t live without? Think of improvements for existing products or… Come with a completely new product or service

40. 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.