persuasive appeals motivating your audience
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Persuasive Appeals: Motivating your audience

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Persuasive Appeals: Motivating your audience. July 3, 2006. Persuasive Appeals. Straight Announcement VO by announcer or DJ Informational/rational Facts about the product List of benefits Even gets out blood stains Computer ads. Persuasive Appeals. Demonstration

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persuasive appeals
PersuasiveAppeals
  • Straight Announcement
    • VO by announcer or DJ
  • Informational/rational
    • Facts about the product
    • List of benefits
    • Even gets out blood stains
    • Computer ads
persuasive appeals1
Persuasive Appeals
  • Demonstration
    • Show audience how product works
    • Infomercials
    • Fitness gear
  • Testimonial
    • Client speaks of product benefits
    • Jared of Subway
persuasive appeals2
Persuasive Appeals
  • Celebrity Endorsement
    • Tie product image to famous person
    • MJ & Jackie Chan for Hanes
  • Urgency
    • Need to respond quickly
    • Sale ends Saturday!
    • Disney DVD unavailable for 10 years
persuasive appeals3
Persuasive Appeals
  • Emotion/sentimental
    • Inflated emotions related to the product
    • Hallmark
  • Fear
    • Scare audience away from or toward product or behavior
    • Baldness, hair restoration
    • Drugs, Just say no
persuasive appeals4
Persuasive Appeals
  • Humor
    • Associate humor with product image
    • Often memorable, not always effective
    • Bud - Wassup?!
    • Office Linebacker
  • Slice of Life
    • Problem/solution in story form
    • Detergent, dandruff, slice & bake cookies
persuasive appeals5
Persuasive Appeals
  • Dramatize problem
    • Then offer solution
    • Hertz - Not exactly
    • Diarrhea, prescription drugs
    • Employees fired for mistakes
  • Dramatize benefit
    • As the soloution
    • Prescription drugs
    • Sprint, “Hear a pin drop”
persuasive appeals6
Persuasive Appeals
  • Before / After
    • Demonstrate specific results of using product
    • Grecian formula, weight loss
  • Image
    • Associate production with some image, style, attitude, “coolness”
    • Cadillac, Nike, Sprite, Mountain Dew
persuasive appeals7
Persuasive Appeals
  • Shock!
    • Jar audience
    • Anti-drug/smoking PSAs
  • Sex
    • Associate product w/sexual satisfaction, conquest
    • Calvin Klein, cologne, Cosmo, TAG
other types of persuasive messages
Other Types of Persuasive Messages
  • Also use aforementioned persuasive techniques.
  • Public service announcements (PSAs) are ads presented as a community service - non-profits, public service organizations.
  • Advocacy ads - designed to affect public opinion or government policy.
  • Corrective ads try torectify impressions formed by earlier ads.
  • Counter ads are usually run by a non-profit agency to fight images created by large scale campaigns they feel are not in the public interest. Often unorthodox in style (Truth campaign)
ad psa guidelines
Ad/PSA guidelines
  • Sponsor must be identified
  • Ad time paid for
  • PSA time free or paid for
  • Timing exact - :30 or :60, no more, no less
  • :15 spots growing in popularity
ad