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Persuasion Techniques

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  1. Persuasion Techniques Propaganda and Advertising

  2. What is propaganda? A means of convincing people: • to buy a certain product • to believe something or act in a certain way • to agree with a point of view

  3. Common persuasive techniques often used in advertising • Name Calling • Snob Appeal • Bandwagon • Testimonial • Loaded words • Card Stacking • Misuse of Statistics • Plain Folks

  4. Bandwagon A statement suggesting that everyone is using a specific product, so you should, too! Being “in the group” makes you feel secure.

  5. The bandwagon effect created these fine internet sensations…..

  6. Examples of Bandwagon

  7. Bandwagon Examples

  8. Bandwagon Examples

  9. Example

  10. Example

  11. Loaded Words and Glittering Generalities Loaded Words = Words that will make you feel strongly about someone or something (fear, desire for success, excitement, being part of a group). Loaded Words can be Glittering Generalities Glittering Generalities=Words that “glitter” but give no details about the product. “NEW IMPROVED TIDE”

  12. Example

  13. Example

  14. Loaded Words Example….

  15. Loaded Words

  16. Loaded Words……

  17. Testimonial A well-known person or a previous customer supports a product or service

  18. Testimonials

  19. Example

  20. Testimonial from customer

  21. Example

  22. Testimonials work!

  23. Name Calling Is used to incite fears and arouse prejudices in the viewers with the idea that the bad names will cause people to construct a negative opinion about a group or product. This technique is used more often in politics than advertising.

  24. Example

  25. Name calling can be implied through an unflattering image

  26. Name Calling….

  27. Example

  28. Plain Folks When a company tries to show it is “just like you” Persuasive device especially favored by politicians!

  29. Example

  30. Example Subway Five Dollar Footlong Advertisement

  31. Plain Old Mom Folk

  32. Plain Folk & Humor

  33. Plain Folk Political Ad…

  34. Plain Folk Ad

  35. Snob Appeal 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.“

  36. Example

  37. Snob Appeal Ad…

  38. Example

  39. Snob Appeal

  40. Misuse of Statistics using statistics selectively to give a more favorable view of your product

  41. Example of Misuse of Statistics

  42. This is an ad that riled AT&T

  43. AT&T’s replies in an ad that gives their version of the map…..Why the big difference? Hmmmm… They added their land lines in this map!

  44. Example “Four out of five dentists recommend sugarless gum for their patients who chew gum”

  45. CARD STACKING • 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.

  46. Card Stacking example

  47. Card Stacking

  48. Card Stacking!

  49. Card Stacking – making the Coke look just a little better for the uninformed! That 16oz bottle actually has 180 calories Not bad! Right?