Persuasion

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Persuasion

• Changing the minds of others.

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What is Persuasion?

• To persuade means to get others to believe or act
  in a certain way.
• To win over
• To convince

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There are many reasons people try to persuade
others

• Companies use advertisements to persuade
  consumers to purchase their products.
• Peers sometimes use persuasion to get others to
  join them in an activity.
• People use persuasion to share their ideas when
  they feel strongly about something and they want
  others to agree.

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BANDWAGON

• In this technique, people persuade others to join
  them by convincing others that everyone else is
  doing it too.

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For Example

• A friend convinces another friend to go to a
  party by saying, Everyone is going to be there!
  Youll be laughed at if you dont go too!

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Example

• Be where the action is. Shop at Hang-out Mall.

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Facts and FiguresStatistics

• In this persuasive technique, numbers, tables,
  and graphs are used to show statistics of both
  sides.

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Facts and Figures Example

• An advertisement might read, This product kills
  99 of your germs.
• Surveys may be conducted and
• the results graphed to show peoples opinions.
  

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Testimonial

• In this technique, famous people promote an item
  and draw attention.
• For example
• Jessica Simpson on Pizza Hut commercials.
• Michael Jordan and Nike
  
• tennis shoes.

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Testimonial

• Celebrity endorsements - when a product is sold
  by using words from famous people or an authority
  figure
• if the celebrity/athlete/star uses the product,
  then it must be good, so I will purchase it too. 
• Examples Proactiv, Nike, Gap, Got Milk ads,
  T-Mobile

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Testimonial confessions for Proactive Solution

• "I'm a normal person and I do get zits. I'm not
  happy when I do so I like to try and find
  anything that's preventative towards it, and
  Proactiv has done that for me." Lindsay Lohan

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Emotional Appeal

• Words or pictures that appeal to the your
  emotions.
• They appeal to positive emotions like your desire
  for success.
• They can also appeal to negative emotions like
  fear.
• Example Save the Children. Feed the Children.

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Emotional words

• Luxury,
• Beautiful
• Paradise
• Economical

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Ad with emotional appeal
Emotional appeal make you look younger
Expert opinion
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Expert Opinions

• They use experts such as doctors, dentists,
  engineers, fitness trainers to say that they
  recommend this product.
• Example 4 out of 5 doctors prescribe Bayer
  aspirin

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Compare and Contrast

• Two items are compared to convince that one is
  better than the other.

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Compare and Contrast Example

• Medicine companies compare other brands to prove
  theirs is better. They may use testimonials,
• facts and figures,
• or compare and
• contrast to get
• their
• point across.

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Recognizing BIAS Opinions

• Bias occurs when someone has an opinion or
  preference to the object being judged.
• For example A students parents would not be
  the best judge for the talent show their child is
  in. They may show bias for their child.

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Logical Appeal

• Advertisers try to convince you to make the right
  decision, smart decision or best choice in
  purchasing their product
• Examples It makes sense to buy this
• Smart moms choose JIF
• Save time and money with this
• Shop smart, buy here

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Logical appeal smarten up
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Example

• http//www.mcdonalds.com/usa/eat/features/dollar.h
  tml
• The McDonalds Dollar Menunaire Eat cheap and
  smart at menu items only 1.00 each!

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Repetition

• Words or phrases in an advertisement are repeated
  several times for effect. Repetition gets your
  attention and stresses a slogan or product
• Repeating something helps you remember the
  product or ad

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Repetition

• What is repeated in this ad?

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Example

• Head on, apply directly to the forehead.
  Head-on, apply directly to the forehead.
• Head-on, apply directly to the forehead.
• Head-on, apply directly to the forehead.

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Transfer

• A celebrity endorses a product without saying
  anything. (Unlike testimonial where a celebrity
  speaks about the product)

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Tiger Woods appears on the box without saying
anything
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Gap Red t-shirt ads with celebrities
Gap Red t-shirt ads with celebrities
Steven Speilberg
Penelope Cruz
Mary J. Blige
Chris Rock
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Are you an ad detective?

• Play this ad detective game!
• Look at the following pictures and find the
  advertisement

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Lets Test What You Know!

• Come to Florida, Everyone loves our clear, sandy
  beaches. Dont miss out.
• Bandwagon

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More Examples

• 4 out of 5 dentists recommend Sparkle toothpaste.
• Expert opinion

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Another

• Amazing much nutritious stuff they get with Kraft
  Macaroni Cheese, isnt it? A good source of
  protein, vitamins, and minerals.
• Emotional Appeal

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One more

• Actress Kirstie Alley has lost 50 pounds on the
  Jenny Craig diet plan.
• Testimonial

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• Nike is paying Tiger Woods about 100 million to
  use Nike products for five years.

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Bandwagon
This technique tries to persuade everyone to join
in and do the same thing.
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Testimonial
An important person or famous figure endorses a
product.
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Emotional Words
Words such as luxury, beautiful, paradise, and
economical are used to evoke positive feelings in
the viewer.
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Name-calling
Negative words are used to create an unfavorable
opinion of the competition in the viewer's mind.
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Compare contrast
The viewer is led to believe one product is
better than another, although no real proof is
offered.
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Try Again, find the ad in this game

• Taco Bell made a "promotional partnership" deal
  with X-Box video games. That means that you see
  Taco Bell ads in X-Box games, and X-Box
  promotions in Taco Bell stores

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Find the ad in this picture.

• SAFECO, an insurance and investment company, is
  paying 40 million over 20 years to get the
  Seattle Mariners' baseball stadium named SAFECO
  Field. Buying the name of a sports arena is one
  way for companies to make their name known.

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Homework bring in an ad using propaganda

• Your ad may be from a newspaper, magazine or the
  Internet or you may watch a television commercial
  and record the propaganda from the commercial
• Be sure to include your name, class period,
  product, ad slogan, type of propaganda used

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In this project, you must decide if you are for
or against something and then convince others to
agree with you. You will choose a persuasive
technique to help you!Good Luck!