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The Power of Persuasion
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  1. The Power of Persuasion What kinds of messages have made a lasting impression on you?

  2. Persuasive Advertisements are used to sway your heart and your mind. They make strong arguments more powerful, but can also disguise flaws in weak arguments.

  3. Examples: Bandwagon , Testimonial & Appeal to Authority Appeals by Association:“Sell” a product or an idea by linking it with something or someone positive or influential

  4. Bandwagon • Taps into people’s desire to belong to a group

  5. Testimonial • Relies on the backing of a celebrity or a satisfied customer

  6. Appeal to Authority • Relies on the backing of an expert

  7. Examples: Appeal to Fear, Appeal to Vanity & Appeal to Pity Emotional Appeal:Uses strong feelings, rather than facts and evidence, to persuade

  8. Appeal to Fear • Makes people feel as if their safety, security, or health is in danger Expert Advice: 10 Ways To Baffle Burglars

  9. Appeal to Vanity • Uses flattery to win people over

  10. Appeal to Pity • Makes people feel sorry for the subject of the argument Help the Starving Children – Donate Today

  11. Examples: Words with Positive Associations & Words with Negative Associations Loaded Language:Relies on words with strong positive or negative associations

  12. Words with Positive Associations • Bring to mind something exciting, comforting, or desirable

  13. Words with Negative Associations • Call up unpleasant images, experience, or feelings

  14. Now it’s your turn… Use your notes to help determine which persuasive technique is being used.

  15. Slide 1 Play the ponies. Fast, sleek, and elegant.Bet on smooth, silky shine, from end to end. Do the style, not the damage.

  16. Slide 1 • Appeal to Vanity • Uses flattery to win people over Play the ponies. Fast, sleek, and elegant.Bet on smooth, silky shine, from end to end. Do the style, not the damage.

  17. Slide 2

  18. Slide 2 • Bandwagon • Taps into people’s desire to belong to a group

  19. Slide 3

  20. Slide 3 • Words with Negative Associations • Call up unpleasant images, experiences, or feelings

  21. Slide 4

  22. Slide 4 • Appeal to Fear • Makes people feel as if their safety, security, or health is in danger

  23. Many times in your life, you will be persuaded. The question is… by which types of ads?