Persuasive Appeals: Motivating your audience

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Persuasive AppealsMotivating your audience

• July 3, 2006

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Persuasive Appeals

• Straight Announcement
• VO by announcer or DJ
• Informational/rational
• Facts about the product
• List of benefits
• Even gets out blood stains
• Computer ads

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Persuasive Appeals

• Demonstration
• Show audience how product works
• Infomercials
• Fitness gear

• Testimonial
• Client speaks of product benefits
• Jared of Subway

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Persuasive Appeals

• Celebrity Endorsement
• Tie product image to famous person
• MJ Jackie Chan for Hanes

• Urgency
• Need to respond quickly
• Sale ends Saturday!
• Disney DVD unavailable for 10 years

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Persuasive Appeals

• Emotion/sentimental
• Inflated emotions related to the product
• Hallmark

• Fear
• Scare audience away from or toward product or
  behavior
• Baldness, hair restoration
• Drugs, Just say no

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Persuasive Appeals

• Humor
• Associate humor with product image
• Often memorable, not always effective
• Bud - Wassup?!
• Office Linebacker

• Slice of Life
• Problem/solution in story form
• Detergent, dandruff, slice bake cookies

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Persuasive Appeals

• Dramatize problem
• Then offer solution
• Hertz - Not exactly
• Diarrhea, prescription drugs
• Employees fired for mistakes

• Dramatize benefit
• As the soloution
• Prescription drugs
• Sprint, Hear a pin drop

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Persuasive Appeals

• Before / After
• Demonstrate specific results of using product
• Grecian formula, weight loss

• Image
• Associate production with some image, style,
  attitude, coolness
• Cadillac, Nike, Sprite, Mountain Dew

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Persuasive Appeals

• Shock!
• Jar audience
• Anti-drug/smoking PSAs

• Sex
• Associate product w/sexual satisfaction, conquest
• Calvin Klein, cologne, Cosmo, TAG

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Sex Sells
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Other Types of Persuasive Messages

• Also use aforementioned persuasive techniques.
• Public service announcements (PSAs) are ads
  presented as a community service - non-profits,
  public service organizations.
• Advocacy ads - designed to affect public opinion
  or government policy.
• Corrective ads try to rectify impressions formed
  by earlier ads.
• Counter ads are usually run by a non-profit
  agency to fight images created by large scale
  campaigns they feel are not in the public
  interest. Often unorthodox in style (Truth
  campaign)

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Ad/PSA guidelines

• Sponsor must be identified
• Ad time paid for
• PSA time free or paid for
• Timing exact - 30 or 60, no more, no less
• 15 spots growing in popularity

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