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Persuasive Appeals: Motivating your audience

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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  1. PersuasiveAppeals:Motivating your audience July 3, 2006

  2. PersuasiveAppeals • Straight Announcement • VO by announcer or DJ • Informational/rational • Facts about the product • List of benefits • Even gets out blood stains • Computer ads

  3. Persuasive Appeals • Demonstration • Show audience how product works • Infomercials • Fitness gear • Testimonial • Client speaks of product benefits • Jared of Subway

  4. 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

  5. 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

  6. 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

  7. 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”

  8. 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

  9. Persuasive Appeals • Shock! • Jar audience • Anti-drug/smoking PSAs • Sex • Associate product w/sexual satisfaction, conquest • Calvin Klein, cologne, Cosmo, TAG

  10. Sex Sells

  11. 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)

  12. 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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