Persuasive Techniques

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Persuasive Techniques

• How to convince people to do what we want them to
  do!!!!

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Brief History of Advertising/Persuasive Technique

• Ben Franklin was the first to add big headlines
  into the newspapers of the American Colonies.
• Industrial Revolution caused advertising and
  Persuasive Techniques to explode as a
  multi-million dollar industry
• Radio caused people not to leave their homes and
  still hear advertising
• Television was the third big boom to the
  advertizing industry

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A nickel out of every dollar is spent on
persuasive technique

• When you add together the money spent in America
  on advertising, public relations, promotional
  efforts, political campaigning, you come up with
  a total of 200 billion per year.
• Advertising is the most widespread and most
  sophisticated form of persuasion in the world
  today.

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Three General Approaches to Persuasion

• Character-Using the character of certain
  individuals as those that recommend a product.
  We believe in the people, we believe in the
  products.
• Logic/Logos- Using facts that are aimed at our
  minds. One cigarette company says its cigarettes
  have only 9 mg. tarcompared ot 10 mg. of tar.
• Emotional/Pathos- Using scenes, sayings , etc.
  that appeal to our emotions.

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NAME THAT PERSUASIVETECHNIQUE
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Name Calling

• Dont vote for my opponent. Hes a no-good,
  beady-eyed rat!!
• Vote for Hardy . Hes a miracle-worker!

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Testimonial/Appeal to Authority-A Movie Star or
Famous Person Endorses the product

• Tye Pennington of Extreme Make-over says,Kleanco
  Vacuum Cleaners are the best vacuum cleaners
  made.

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Slanting-Uses data, polls, surveys, and appears
scientifically feasible.

• Fifty people in a taste test preferred Fizz
  Drink to the best-selling brand.

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Bandwagon-join the majority

• Vote for Patty Wilson. Everyone else in our
  class is going to vote for her

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Humility/Plain Folks-take a humble approach and
does not brag

• I dont claim to have all the answers. But, Im
  willing to true my best to solve our problems.
• Good ol boys like us believe in plain good
  Quality items

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Snob Appeal Opposite of Humilitysays only the
privileged can use this product

• Of course Crème de la Crème Shampoo costs more
  than other shampoos. But its not for everyone.
  Its for special people who deserve only the
  best.

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Eye and Nose Appeal

• A product appeal to a persons sense of smell and
  sight

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Youth Appeal

• The product will make consumers loook or feel or
  act younger

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Symbol or Character Appeal

• Companies create a well-known symbol or character
  to advertise their product.

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Happy Family Appeal

• If you buy this product your family will love you
  forever

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Appeal to Tradition

• The manufacturer says to the consumer, We have
  made the best product for over 100 years.
  Experience is the key.

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Romantic/Sex appeal

• Consumers will be good-looking, romantic or sexy
  if they use this product.

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Image Appeal

• Targets a certain groups imageHunters-Camouflage

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Slogans

• Subway Eat Fresh
• Applebeeseatin Good in the neighborhood
• Chuckee Cheese..Where a kid can be a kid.
• McDonalds Im Lovin it

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Weasel Words

• New and improved
• More
• Great