Why use persuasion? Simply stated, people use persuasion because they want people to do, say, or believe a particular thing.
Who uses persuasion? Advertisers- They want you to buy a certain product, vote for a certain candidate, etc. Politicians- They want you to vote for them, support a particular bill, etc. You- You want your parents to buy something for you. You want your teacher to accept late work. You want your friend to lend you something.
Heartstrings Heartstrings seeks to persuade by getting an emotional response from people.
Good Old Days This makes the audience think of simpler times and suggests that the products are wholesome Wrigley’s spearmint gum twins Blue Bell ice cream Country Time Lemonade
Bandwagon Bandwagon tries to persuade someone to do something by suggesting that “everybody’s doing it,” or that a person will be left out if they don’t do what is being asked. A teenager says to a friend, “Everybody will be at this party. You have to go.”
Plain Folks People who use this technique try to persuade by placing themselves on the same level as those who they try to persuade. Like a good neighbor …
Snob Appeal Aims to flatter Makes assumption/ insinuation that this product/idea is better than others… Thus, those that use it are too. The Ultimate driving machine
Patriotic Appeal Purchase will display love of country. Person will financially help the country. … built American tough
Transfer Positive feelings/desires are connected to a product/user Transfers positive feelings we have of something we know to something we don’t. Sex Appeal Love/ Popularity Fame Wealth Power
Testimonial Statement endorsing an idea/product by person. Celebrity Testimonial – well known actor, athlete, etc. endorses a produce Authority Testimonial - an expert or a person with some special knowledge is used to persuade someone. Person-like-me Testimonial – person who audience can identify with promotes idea/product
Big Lie An outrageous falsehood Captures attention because it’s so outrageous Somehow staggers audience into believing it using fear
New and Improved technique implies that a product is best because being new and being improved are desirable qualities to be seriously considered when making a choice
Facts and Figures – statistics to prove superiority. Magic Ingredients – suggests some miraculous discovery makes product exceptionally effective. Hidden Fears – suggests that user is safe from some danger.
Product Placement A way advertisers influence an audience indirectly by having their product and/or product name placed outside of a typical advertisement (i.e. a FedEx plane in the background of a movie’s airport scene)
Wit and Humor – diverts audience and gives a reason to laugh often through the use of clever visuals and/or language. Rewards – bonus awarded to consumer for purchase. (Toys, gimmicks, rebates, free payment, etc.)
The questions to ask yourself when evaluating a persuasive message: (commercial, advertisement, political cartoon, persuasive essay) 1. Who is the speaker’s audience? 2. What is the speaker's purpose? 3. What are the speaker's credentials? 4. What is the speaker’s motivation for making the message? 5. Does the speaker use any persuasive devices? 6. Is there evidence of bias? 7. Does the speaker make sweeping generalizations or unsupported inferences? 8. Do I accept the message?