Persuasive Techniques Used in Advertising

1. Persuasive Techniques Used in Advertising Introductory Video: http://www.youtube.com/watch?v=jaGJNxCxB-s

2. Advertising Strategies • Advertisers use a variety of strategies to do a variety of things: They entice… • Consumers to buy products. • Choose a business or service that they need. • Hungry people to eat at a particular restaurant. • Children to want a specific toy. • People to donate to a certain cause or organization. • Drivers to want a reliable, sporty, or fuel efficient car. • …and more!

3. Advertising Techniques: ETHOS AKA CREDIBILITY Who is doing the persuading? Ethos (Credibility), or ethical appeal, means convincing by the character of the author. We tend to believe people whom we respect. One of the central problems of argumentation is to project an impression to the reader that you are someone worth listening to, in other words making yourself as author into an authority on the subject of the paper, as well as someone who is likable and worthy of respect. • Ethos (Greek for 'character') refers to the trustworthiness or credibility of the writer or speaker. Ethos is often conveyed through tone and style of the message and through the way the writer or speaker refers to differing views. It can also be affected by the writer's reputation as it exists independently from the message--his or her expertise in the field, his or her previous record or integrity, and so forth. The impact of ethos is often called the argument's 'ethical appeal' or the 'appeal from credibility.

4. Examples of advertisements with ETHOS: • In advertising, celebrities, experts, and intelligent confident people are usually the ones who appeal to consumers the most. SAFE AUTO http://www.youtube.com/watch?v=Py8yznIZN94 “VOTE” http://www.youtube.com/watch?v=B3aqajRVi3U ADIDAS http://www.youtube.com/watch?v=UsgSwyAw_WU TOOTHPASTE (1960s!) http://www.youtube.com/watch?v=BPu1VevHWLU NIKE http://www.youtube.com/watch?v=N9kSfQybPsA

5. Advertising Techniques: LOGOS • Logos(Logical) means persuading by the use of reasoning. This will be the most important technique we will study, and Aristotle's favorite. We'll look at deductive and inductive reasoning, and discuss what makes an effective, persuasive reason to back up your claims. Giving reasons is the heart of argumentation, and cannot be emphasized enough. We'll study the types of support you can use to substantiate your thesis, and look at some of the common logical fallacies, in order to avoid them in your writing. • Logos (Greek for 'word') refers to the internal consistency of the message--the clarity of the claim, the logic of its reasons, and the effectiveness of its supporting evidence. The impact of logos on an audience is sometimes called the argument's logical appeal. • This means saying things that make sense and that sound logical to the reader, that are backed up by facts and figures, and making one statement follow another in a logical way.

6. Examples of advertisements that appeal to LOGIC: ABOVE THE INFLUENCE http://www.youtube.com/watch?v=nPgMd_C83pw PROGRESSIVE INSURANCE http://www.progressive.com/commercials/empowered.aspx http://www.progressive.com/commercials/brad.aspx HONDA http://www.youtube.com/watch?v=bY-CQw3-G0k APPLIANCES http://www.youtube.com/watch?v=mQMj2FMVylg

7. Advertising Techniques: PATHOS Emotional Appeal • This technique of advertising is done with help of two factors - needs of consumers and fear factor. Most common appeals under need are: • need for something new • need for getting acceptance • need for not being ignored • need for change of old things • need for security • need to become attractive, etc. • Most common appeals under fear are: • fear of accident • fear of death • fear of being avoided • fear of getting sick • fear of getting old, etc.

8. Example of commercials with EMOTIONAL APPEAL: Dear Sophie – Google Chrome http://www.youtube.com/watch?v=wHBQ25-uMYs Anti-Dog Fighting Campaign http://www.youtube.com/watch?v=iG6dAnIMDys The Few, the Proud, the Marines http://www.youtube.com/watch?v=5hbTDolkEhs Budweiser – Remember 9/11 http://www.youtube.com/watch?v=Px5YcOeQB4I NIKE – Women in Sports http://www.youtube.com/watch?v=f1ighxU1vYw Anti-Drug – When I Grow Up http://www.youtube.com/watch?v=giGkt5oAhT0

9. Persuasive Techniques in Advertising • AvanteGarde • Weasel Words • Magic Ingredients • Patriotism • Transfer • Plain Folks • Snob Appeal • Bribery • Bandwagon • ADD THESE TWO: • Humor • Sex Appeal See the back of the handout from yesterday for definitions of these terms and be sure to add the last two! Quiz next week over this material!

10. More Persuasive TV CommercialsWhich APPEAL & TECHNIQUES are used??? • VW - Dog Strikes Back http://www.youtube.com/watch?v=0-9EYFJ4Clo&list=PL73lfVViTHsI-B423fkPtlSpnZ_gpJ3iM • Apple – Get a Mac http://www.youtube.com/watch?v=UKNwugAUoLM • Scope Dual-Blast http://www.youtube.com/watch?v=_UC5ikqhUMc&list=PL73lfVViTHsI-B423fkPtlSpnZ_gpJ3iM • Pepsi Max http://www.youtube.com/watch?v=A7USr2kriO8&list=PL73lfVViTHsI-B423fkPtlSpnZ_gpJ3iM • Dr. Pepper http://www.youtube.com/watch?v=z6SoqMPhDXQ&list=PL73lfVViTHsI-B423fkPtlSpnZ_gpJ3iM • Proctor & Gamblehttp://www.pg.com/en_US/brands/index.shtml http://www.youtube.com/watch?v=VSn5Z7EC4ME

11. Domestic Violence http://www.youtube.com/watch?v=s5lULB1qOeE • Pro Activ http://www.youtube.com/watch?v=xoGoeT41onM http://www.youtube.com/watch?v=fB2x2M5SC1Y • RJ Reynolds Ad (late 1940s/early ‘50s!) http://www.youtube.com/watch?v=BYgLAPhbyKg • Bud Light http://www.youtube.com/watch?v=e_HBagK2ETs • Doritos http://www.youtube.com/watch?v=bptmb0Ygmus • Coca-Cola http://www.youtube.com/watch?v=8zTDbpxT8ZI http://www.youtube.com/watch?v=2_NyHerrWC8 • Budweiser http://www.youtube.com/watch?v=koMMZfOHhjs http://www.youtube.com/watch?v=xD6ghskNKa8

12. Companies Famous for their Commericals & Ads • Coca-Cola 1950s http://www.youtube.com/watch?v=QN_UqvcynYw Coca-Cola Bears http://www.youtube.com/watch?v=S2nBBMbjS8w http://www.youtube.com/watch?NR=1&v=lqT_dPApj9U Christmas http://www.youtube.com/watch?v=OF_CW4DGnNg • NIKE • Budweiser

13. Print Ads - LOGOSAutism Awareness PSA • Ads that Make You Think //www.hongkiat.com/blog/creative-public-awareness-ads/

14. Print Ads - LOGOSAnti-Censorship PSA

15. Print Ads - LOGOS

16. Panasonic 3-D TV

17. Popular Advertising Techniques http://www.slideshare.net/kjhatzi/common-advertising-strategies?utm_source=slideshow02&utm_medium=ssemail&utm_campaign=share_slideshow_loggedout

18. Ten Timeless Persuasive Writing Techniques (also used in advertising!) • Repetition - To stay on the good side, make your point in several different ways, such as directly, using an example, in a story, via a quote from a famous person, and once more in your summary. • Reasons Why - When you need people to be receptive to your line of thinking, always give reasons why. • Consistency - Consistency is associated with integrity and rational behavior. Use this in your writing by getting the reader to agree with something up front that most people would have a hard time disagreeing with. Then rigorously make your case, with plenty of supporting evidence, all while relating your ultimate point back to the opening scenario that’s already been accepted. • Social Proof - Obvious examples of social proof can be found in testimonials and outside referrals, and it’s the driving force behind social media. But you can also casually integrate elements of social proof in your writing, ranging from skillful alignment with outside authorities to blatant name dropping. • Comparisons - Metaphors, similes and analogies are the persuasive writer’s best friends. When you can relate your scenario to something that the reader already accepts as true, you’re well on your way to convincing someone to see things your way.

19. Agitate and Solve - First, you identify the problem and qualify your audience. Then you agitate the reader’s pain before offering your solution as the answer that will make it all better. • Prognosticate - Providing your readers with a glimpse into the future. This entire strategy is built on credibility. Only attempt if you can back up your claims with your credentials or your obvious grasp of the subject matter. • Go Tribal - Give someone a chance to be a part of a group that they want to be in—whether that be wealthy, or hip, or green, or even contrarian—and they’ll hop on board whatever train you’re driving. • Address Objections - Addressing all the potential objections of at least the majority of your readers can be tough, but if you really know your subject the arguments against you should be fairly obvious • Storytelling - The reason why storytelling works so well lies at the heart of what persuasion really is. Stories allow people to persuade themselves, and that’s what it’s really all about. You might say that we never convince anyone of anything—we simply help others independently decide that we’re right • Sex Appeal Megan Fox MOTOROLA http://www.youtube.com/watch?v=NT1IWB2OpsE Humor Allstate Insurance http://www.allstate.com/mayhem-is-everywhere.aspx Stanley Steemer http://www.youtube.com/watch?v=2H1PdTmBtWw • Humorous Commercials from Super Bowl 2012 http://www.youtube.com/watch?v=enzkdcCE8s4

20. USE OF LOADED LANGUAGE

21. Ad Campaigns the Hurt Sales • http://www.cracked.com/article_19297_5-famous-ad-campaigns-that-actually-hurt-sales_p2.html • Best Super Bowl Commercials of All Time http://www.youtube.com/watch?v=jaGJNxCxB-s Propanga techniques http://www.youtube.com/watch?v=Pw8mQFCfGxE

22. Media Literacy Search http://medialiteracyproject.org/search/node/advertising%20techniques • Comprehensive List of Techniques http://medialiteracyproject.org/language-persuasion • 2013 Super Bowl Ads http://adage.com/article/special-report-super-bowl/buying-super-bowl-2013/238489/