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Modes of Persuasion

Modes of Persuasion. These are the slides you’ll need in order to fill in your notes!. The Eight Basic Human Needs.

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Modes of Persuasion

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  1. Modes of Persuasion These are the slides you’ll need in order to fill in your notes!

  2. The Eight Basic Human Needs • All human beings, regardless of their culture, share the same basic needs. It doesn’t matter what color a person is, what religion he is, or what country he is from—the basic human needs we share are the same.

  3. What are the Eight Basic Human Needs? • Comfort • All human beings want to feel physically comfortable and to avoid feeling physically uncomfortable. 2. Freedom from Fear and Danger • All human beings want to feel safe and secure. No one wants to be afraid of being harmed. 3. To Be Superior • All human beings want to feel as though they are “better” than others. All of us want to believe that we are the best!

  4. 4. Attractive to Others • All human beings want other people to find them good-looking. This can mean different things in different cultures. 5. Welfare and Protection for Loved Ones • All human beings want to know that the people they love will be safe and cared for. 6. Social Approval • All human beings want to feel as though their peers like them and approve of them. No one wants to be an “outsider.” 7. A Long Life • All human beings want to live to a ripe, old age! 8. Food and Drink • All of us want tasty food to eat and clean water to drink.

  5. “So how do companies appeal to these needs so we want to buy their stuff?” • There are plenty of different styles of commercials, but all advertising uses one of five types of “appeals” to get you to buy what they are selling. There are as many variations on these appeals as there are products, but when it comes down to the bottom line, all advertising uses one or more of these appeals. • So…what ARE the different types of persuasive appeals?

  6. Persuasive Appeals • 1. Bandwagon • “Everyone else is doing it, so you should, too.” • 2. Testimonial • “This person (often someone famous) uses this product, and so should you.” • 3. Plain Folks • “This product can be trusted. Regular people just like you use this product” • 4. Prestige • “This product will make you classy!” • 5. Emotion • “If we can get a strong emotional response (fear, guilt, joy) out of you, you’ll buy our product!”

  7. 6. Repetition- Word or images repeated more than once to repeat the main point • 7. Beautiful People- Using beautiful people and models to attract our attention; giving the illusion you will be beautiful too when using the product. (Ex. Victoria’s Secret Ads) • 8. Glittering Generalities- using words with feel good qualities, but not guaranteeing anything. (Ex. Fantastic, Wonderful, Incredible)

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