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: Motivating your audience

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Persuasive appeals motivating your audience

PersuasiveAppeals:Motivating your audience

July 3, 2006


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


Persuasive appeals motivating your audience

Sex Sells


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


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