The Power of Persuasion

1
The Power of Persuasion

• Essential Question
• What is persuasion and why do we need to be
  persuasive?

2
What is persuasion?

• Persuasion is a form of social influence. It is
  the process of guiding people toward the adoption
  of an idea, attitude, or action by rational and
  symbolic (though not always logical) means. It is
  strategy of problem-solving relying on "appeals"
  rather than force.

3
Why persuade?

• People persuade to
• convince someone that Im right.
• warn someone that they are making a poor
  decision.
• have the same religious faith.
• introduce a new idea or invention.
• seduce someone to buy something.

4
8
propaganda
techniques
used by advertisers
5
Bandwagon
This technique tries to persuade everyone to join
in and do the same thing.
6
Testimonial
An important person or famous figure endorses a
product.
7
Transfer
Good feelings, looks, or ideas transferred to the
person for whom the product is intended.
8
Repetition
The product name or keyword or phrase is repeated
several times.
How many times can you use the word Fresh?
9
Emotional Words
Words such as luxury, beautiful, paradise, and
economical are used to evoke positive feelings in
the viewer.
10
Name-calling
Negative words are used to create an unfavorable
opinion of the competition in the viewer's mind.
11
Faulty cause effect
Use of a product is credited for creating a
positive result.

12
Compare contrast
The viewer is led to believe one product is
better than another, although no real proof is
offered.