Persuasive Techniques in Media

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Persuasive Techniques in Media

• By Ms. Hambleton and Mr. Sebek

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Two Main Types

• Emotional Techniques focus on getting you to
  WANT something. Plays on your emotions, desires,
  and ideals buying with your heart
• Rational Techniques focus on what you NEED.
  Plays on rational arguments buying with your
  mind
• Most commercials will use a combination of BOTH
  techniques.

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Emotional Techniques
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Purr Words

• Choosing words that positively influence the
  audience of an item or issue.
• Voice and tone are positive
• Example Is a hamburger juicy or greasy? Is a
  government program an investment or a waste?
• What other examples can you think of?

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Repetition

• Ideas repeated over and over and over and over
  and over and over again! ?
• Can come in form of musical tune (jingle), logo,
  slogan, or mascot
• Getting the idea stuck in your head!
• Examples McDonalds Im lovin it! Eat Mor
  Chikin!
• Can you think of other examples?

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Humor

• The use of funny situations, comments or jokes to
  convince the buyer to purchase the product
• Makes it memorable
• GEICO, cell phone commercials, Jack in the Box
  ads
• Can you think of any other examples?

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Celebrity Endorsement

• The use of a celebrity to sell a product.
• The viewer wants to be like the celebrity and
  thinks that by buying the product, they will be
  more like him or her.
• Examples Milk Ads, Air Jordans, Toby Keith and
  Ford trucks
• Can you think of any others?

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Expert Testimonials

• Because someone is an expert, you are willing to
  believe what they say
• Examples Golden Globe winners (movies), doctors
  recommending certain medications
• What products are you most likely to buy based on
  expert testimonial?

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Individual Testimonial/Anecdote

• Anecdote plain people say it is good, so it
  must be good
• Uses REAL people, not actors!
• Examples Diet commercials, Churchs Chicken I
  know what good is.
• What others do you know?

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Emotional Appeal

• An appeal to fear or anger to sway the audience.
  May also add climax or excitement (negative
  emotions)
• Uses images and dramatic situation
• Examples Starving children in Africa
  commercials, Pet adoption commercials
• What else can you come up with it?

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Snob Appeal

• Plays on the idea of individuality, being better
  than everyone else
• Examples Lexus ads, Gucci, Rolex
• What other ideas can you come up with?

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Bandwagon

• PEER PRESSURE everybody wants to do it, so you
  should too!
• Peer Pressure can be POSITIVE!!
• Examples anti-drug commercials, clothing
  lines/brands, new show hype
• Where do you see bandwagon used in advertising?

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Word of Mouth

• grapevine talk gossip
• Advertising something through talking with
  friends, etc.
• Example gossip magazines, movies, clothing,
  food
• What is the latest word on The Jonas Brothers?

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Rational Techniques
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Factual

• The use of facts to sell a product or idea
• Facts cannot be disputed but may not tell the
  whole story
• Audience is overwhelmed with information
• Example car commercials, anti-drug commercials,
  medicines

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Statistics

• Statisticsdeals with collection, analysis and
  presentation of masses of numerical data
• Use of statistics to persuade audience to buy
  product or idea
• Use of NUMBERS to sell an item (percentages,
  ratios, etc.)
• Sometimes one-sided
• Example drug ads, toothpaste ads

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Bargaining

• Creating situations where the viewer feels he
  must make a decision quickly
• Attempting to create an impulse buy, creating a
  good deal
• But Wait! Theres More!
• Order within the next 10 minutes and
• Examples Infomercials, CD collections, coupons,
  sales papers

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Group Activity

• In groups of three use magazines and/or
  newspapers to find examples of both EMOTIONAL and
  RATIONAL techniques
• Cut out
• 3 examples of emotional techniques
• 2 examples of rational techniques
• Paste onto chart paper and label the techniques
  being used.