Persuasive Techniques
Persuasive Techniques. Designed to Sell, Sell, Sell!. Why do you think that companies use persuasive techniques? How can you tell the difference between fact and opinion? Bias and Stereotype?. Persuasive Techniques.
Persuasive Techniques
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Presentation Transcript
Designed to Sell, Sell, Sell! • Why do you think that companies use persuasive techniques? • How can you tell the difference between fact and opinion? Bias and Stereotype?
Persuasive Techniques • Persuasive Techniques are the methods used to convince an audience to buy a product or adopt an idea. • Advertisers use a combination of visuals, sound, special effects, and words to persuade their target audience. Recognizing the following techniques can help you evaluate persuasive media messages and identify misleading information.
Bandwagon • You are urged to do or believe something because everyone else does. These appeals take advantage of people’s desire to be socially accepted by other people. • Ex. Be where the action is. Shop at Hang-out Mall. • Ex. Everybody’s doing it! Sea-Doo! • McDonald's "America's Favorite" • T-Mobile Commercial
Glittering Generalities • The commercial is filled with words that have positive connotations attached to them, such as "tasty" or "sensational,” without supporting information. • Geico • Kashi, "Food for Change“ • Coca Cola
Appeal to Reason/Emotion • Words or images that appeal to the audience's emotions are used. The appeal may be to positive emotions, such as desire for success, or to negative ones, such as fear. • Ex. What would you do if all your possessions were lost in a fire? Get the Save-All fireproof safe and protect your valuables. • Chevy Commercial, "God Made a Farmer"
Testimonial • Famous people endorse a product or idea. • Celebrity authorities: experts in a particular field. An example is of a famous football player who endorses a certain brand of football gear, or a celebrity hair stylist who endorses a particular brand of shampoo. • Celebrity spokesperson: famous people who endorse the product. Advertisers hope that people will associate the product with the celebrity. • Ex. I'm professional football player Marcus Browning, and I use Adidas brand for all my football shoe needs. • Jessica Simpson • Justin Bieber
Citing Statistics • Where the seller uses numbers and percentages to show you the product is worth buying. • Ex. Studies show that 90% of cats prefer Yum!Food! to other leading brands of cat food. • Lysol (also cites authority!)
