Persuasive Techniques

1
Persuasive Techniques

• How the Advertisers
• Hook You

2
Bandwagon

• Stresses popularity of the product
• Viewers buy because they want to fit in
• If everyones buying it, it must be good

3
everyone wants to be a pepper, too
4
Testimonial or Celebrity Endorsement

• Picture or statement from a famous person
• Viewers associate the product with the celebrity
• Viewers like the product because they like the
  celebrity

5
Tiger says, Buy it from Nike!
6
Transfer

• Associating love, respect or admiration we have
  for a person or symbol, and transferring it to a
  product.
• Viewers transfer the feeling for the symbol to
  the product
• Viewers think if they buy the product, theyll
  get the feelings associated with it

7
Transfer examples

• Put a picture of a flag on a company logo or
  package product ?feel patriotic buy American and
  support the troops
• Car ad shows cute girl in the passenger seat ?buy
  the car, get the girl, too.
• Soap ad under a waterfall ? feel cool and fresh

8
From the official Chevy website
9
Ad for Super-Chevy magazine subscription
10
Purr Wordsglittering generalities

• Words have no specific meaning, but sound good
• Words make product seem more desirable
• Words appeal to emotion rather than reason

11
It's Tasty
The Best!
Used by the pros!
Incredible!
Smooth silky
It's good for you!
12
Ad for a dandruff shampoo called Nozoral
13
Emotional Appeal

• Commercials are designed to trigger certain
  emotions
• If viewers feel good about the commercial,
  theyll feel good about the product

14
Excerpts from a Hallmark Commercial
Girl is late for music lesson knows its her
grumpy teachers birthday, so she writes him a
card
15
Grumpy teacher cant stay grumpy when he reads
the sweet card.
Girl is happy she made him smile Everyone feels
good!
16
Product comparison --cardstacking

• All facts and figures support one product and not
  the other
• Viewers question the quality of the other product
• Viewers believe the featured product is better

17
OUR BRAND BRAND
X X FRESH
X X TASTES
GREAT X X
WHITENS NO X
BRIGHTENS NO
18
Name-Calling

• Give someone or something a bad name so others
  will dislike him or it
• Viewers will dislike and distrust the
  person/product
• Viewers question the value / honesty / worth of
  the person or product

19
(No Transcript)
20
Plain Folk or Elitism

• Ads appeal to the common man or to the rich/elite
• Viewers think the ad/politician can relate to
  them because they are like them
• Viewers want to be elite, so they buy the product.

21
Pardon me, would you have any Grey Poupon?
22
Repetition

• Commercial features words or images that are
  stated or shown over and over again.
• Viewers will be more likely to remember the
  product.

23
Meow, meow, meow, meow, meow, meow, meow,
meow Meow, meow, meow, meow, meow, meow, meow,
meow
24
(No Transcript)
25
Security (fear)

• Draws on viewers fears by telling them their jobs
  or lives are in danger
• Makes viewers feel unsafe
• Viewers believe product will protect them.

26
(No Transcript)
27
This could happen to YOU!
28
Slogan

• A memorable phrase is used in a campaign, or a
  series of commercials for a product or company.
• Viewers remember the slogan and associate it with
  the product.
• Effective slogans can become part of everyday
  language.

29
(No Transcript)
30
Be All that You Can Be --- In the Army
31
Just Do It!
32
got milk?
33
ReviewPersuasiveTechniques
34
Bandwagon

• Stresses popularity of the product
• Viewers buy because they want to fit in
• If everyones buying it, it must be good

35
Testimonial or Celebrity Endorsement

• Picture or statement from a famous person
• Viewers associate the product with the celebrity
• Viewers like the product because they like the
  celebrity

36
Transfer

• Associating love, respect or admiration we have
  for a person or symbol, and transferring it to a
  product.
• Viewers transfer the feeling for the symbol to
  the product
• Viewers think if they buy the product, theyll
  get the feelings associated with it

37
Purr Wordsglittering generalities

• Words have no specific meaning, but sound good
• Words make product seem more desirable
• Words appeal to emotion rather than reason

38
Emotional Appeal

• Commercials are designed to trigger certain
  emotions
• If viewers feel good about the commercial,
  theyll feel good about the product

39
Product comparison --cardstacking

• All facts and figures support one product and not
  the other
• Viewers question the quality of the other product
• Viewers believe the featured product is better

40
Name-Calling

• Give someone or something a bad name so others
  will dislike him or it
• Viewers will dislike and distrust the
  person/product
• Viewers question the value / honesty / worth of
  the person or product

41
Plain Folk or Elitism

• Ads appeal to the common man or to the rich/elite
• Viewers think the ad/politician can relate to
  them because they are like them
• Viewers want to be elite, so they buy the product.

42
Repetition

• Commercial features words or images that are
  stated or shown over and over again.
• Viewers will be more likely to remember the
  product.

43
Security (fear)

• Draws on viewers fears by telling them their jobs
  or lives are in danger
• Makes viewers feel unsafe
• Viewers believe product will protect them.

44
Slogan

• A memorable phrase is used in a campaign, or a
  series of commercials for a product or company.
• Viewers remember the slogan and associate it with
  the product.
• Effective slogans can become part of everyday
  language.

45
DONT TAKE THE BAIT!
46
Dont let advertisers hook you.
47
THINK BEFORE YOU SPEND!