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Persuasive Techniques

Persuasive Techniques. Convince people: to buy a certain product to believe something or act in a certain way to agree with a point of view. What do these different techniques do?. Bandwagon Bribery Card Stacking Call on Authority Faulty Reasoning Glittering Generality Humor

jeremyreynolds
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Persuasive Techniques

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  1. Persuasive Techniques

  2. Convince people: • to buy a certain product • to believe something or act in a certain way • to agree with a point of view What do these different techniques do?

  3. Bandwagon • Bribery • Card Stacking • Call on Authority • Faulty Reasoning • Glittering Generality • Humor • Image Advertising • Magical Ingredients • Patriotism • Plain Folk • Repetition • Sentimental Appeal • Snob Appeal • Testimonial Common Persuasive Techniques

  4. A statement suggesting that everyone is using a specific product, so you should, too! Being “in the group” makes you feel secure. If you don’t “jump on the bandwagon” you will be left out. Bandwagon

  5. The bandwagon effect created these fine internet sensations…

  6. How is bandwagon used here?

  7. Bandwagon

  8. Bandwagon

  9. Bandwagon

  10. Offers you something “extra” with the product Bribery

  11. I wasn’t going to buy one. But now I see that I can buy 1 get 1 free, I’m definitely getting one now! Bribery

  12. Bribery

  13. Bribery

  14. Card stacking is only telling part of the truth. It is “stacking the deck” in your favor by only giving part of the information. • Omitting relevant facts. Card Stacking

  15. Card Stacking

  16. Card Stacking

  17. Card Stacking

  18. Giving one’s background as proof of his/her credibility as a speaker or to establish expertise on the topic they are addressing. Call on Authority

  19. Expert Opinions: • They use experts such as doctors, dentists, engineers, fitness trainers to say that they recommend this product. • Example: 4 out of 5 doctors prescribe Bayer aspirin Call on Authority

  20. Call on Authority

  21. Using misleading ideas in place of factual information • Uses unrelated ideas for support Faulty Reasoning

  22. This is an ad that irritated AT&T Faulty Reasoning

  23. They added their land lines in this map! Why is this faulty? AT&T replies in an ad that gives their version of the map… Why the big difference?

  24. Words that “glitter” but give no details about the product. “Nice Words” “NEW AND IMPROVED TIDE” Glittering Generalities

  25. They’re Grrrrrrrreat! Glittering Generalities

  26. Glittering Generalities

  27. Using humor or amusing situations that help you feel good about the product Humor

  28. Humor – What’s funny about this?

  29. Presenting a desirable situation or lifestyle in order to convince people that if they use a product, they can also have this lifestyle • Beautiful People • Beautiful Life Image Advertising

  30. Image Advertising

  31. Something almost miraculous will happen if you use a particular product • EX: gives instant energy, can give you the ability to jump high enough to slam dunk Magical Ingredients

  32. MAGICAL INGREDIENTS

  33. Patriotism • Purchasing this product will display love for your country. • Person will financially help the country. …built American tough

  34. Using actors who represent “average” people to suggest that, because they resemble family/neighbors, the product must me good for me too! Plain Folk

  35. Plain Folksis an appeal to the common person doing common things in a commonway

  36. Subway Five Dollar Footlong Advertisement Plain Folk

  37. Words, phrases, and/or symbols in an advertisement are repeated several times for effect. • Repetition gets your attention and stresses a slogan or product • Repeating something helps you remember the product or ad Repetition

  38. Repetition • What is repeated in this ad?

  39. “Head on, apply directly to the forehead. • Head-on, apply directly to the forehead. • Head-on, apply directly to the forehead. Repetition

  40. Can you hear me now? Repetition

  41. Words or pictures that appeal to your emotions. • They appeal to positive emotions - like your desire for success. • They can also appeal to negative emotions - like fear. • Example: Save the Children. Feed the Children. Sentimental Appeal

  42. Sentimental Appeal. • Love/ Popularity • Fame • Wealth • Power • Attractiveness

  43. Sentimental Appeal

  44. Sentimental Appeal

  45. Just the opposite of “bandwagon”. • Its message suggests: "Buying our product will make you better than everyone else--especially since other people can't afford it.” SNOB APPEAL

  46. Snob Appeal

  47. Snob Appeal

  48. Snob Appeal

  49. Celebrity endorsements - when a product is sold by using words from famous people or an authority figure. • If the celebrity/athlete/star uses the product, then it must be good, so I will purchase it too.  • Examples: Proactiv, Nike, Gap, Got Milk ads, T-Mobile Testimonial

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