1 / 36

Persuasion Is All Around You!

Persuasion Is All Around You!. “Can You Hear Me Now?”. What is persuasion?. 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. ETHOS. Greek for “character”

traviskelley
Download Presentation

Persuasion Is All Around You!

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Persuasion Is All Around You! “Can You Hear Me Now?”

  2. What is persuasion? 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. ETHOS • Greek for “character” • refers to the trustworthiness or credibility of the writer or speaker

  4. PATHOS • Greek for “suffering” or “experience” • often associated with emotional appeal

  5. LOGOS • Greek for “word” • refers to the internal consistency of the message--the clarity of the claim, the logic of its reasons, and the effectiveness of its supporting evidence

  6. Common persuasive techniques often used in advertising • Slogan • Repetition • Bandwagon • Testimonial • Emotional Appeal • Expert Opinion • Rhetorical question • Parallelism • Analogy • Hyperbole • Irony • Transfer +plain folks • Free/bargaining +card stacking • Glittering generality • Name calling Purpose?

  7. Slogan: “Can you hear me now?” A catchy phrase or statement often used to sell a service or a product

  8. Repetition: The name of a product is repeated many times HEAD ON Apply directly to the forehead HEAD ON Apply directly to the forehead HEAD ON Apply directly to the forehead

  9. Bandwagon A statement suggesting that everyone is using a specific product, so you should too

  10. Testimonial A well-known person supports a product or service

  11. Emotional Appeal A person is made to have strong feelings about a situation or product

  12. Expert Appeal Experts approve this product, so you should use it “Four out of five dentists recommend sugarless gum for their patients who chew gum”

  13. Rhetorical Question • A question posed to the audience only for effect. No answer is expected. “Aren’t you glad you use Dial? Don’t you wish everyone did?”

  14. Parallelism • Similar structure in words or phrases. “Buy a bucket of chicken and have a barrel of fun!” -KFC

  15. Analogy • Comparing two things (metaphor) “Your daily ray of sunshine”- Tropicana (Compares a glass of their OJ to sunshine)

  16. Hyperbole • Extreme exaggeration used to make a point. “Adds amazing luster for infinite, mirror-like shine!”

  17. Irony • When you expect one thing but another happens. Example: Carl’s Jr. commercials featuring supermodels eating ginormous, messy burgers.

  18. Transfer • Projecting the positive or negative qualities of one person or thing to another. Ex: Someone holding an American flag then appears to be patriotic and a good American.

  19. Free or bargain • Offering something for free or at a discounted rate to appeal to consumers. “Buy one, get one FREE!” “50% off!!”

  20. Glittering Generality • Using “glittering” or “sparkling” words that are very general, not specific. Used to draw you in with emotion. “Be Assured…Be Healthy…Be Green!” (Arrowhead Water)

  21. Name Calling • Giving negative aspects to an opponent to make them look bad.

  22. Plain Folk • Convince the public that they are just like you, everyday folks. Walmart emphasizes that their employees are just like you!

  23. Card Stacking • Emphasizes the benefits of the product and omits the disadvantages. Cigarette companies, pharmaceuticals, etc. They try to make smoking look “cool”

  24. Audience Awareness Advertisers know how to • target their audiences • use appropriate persuasive technique

  25. Who’s the audience?

  26. Audience?

  27. Audience? Purpose? Persuasive technique?

  28. Audience? Purpose? Persuasive technique?

  29. Audience?

  30. Audience? Purpose?

  31. Audience? Purpose?

  32. Audience? Purpose? Persuasive technique?

  33. Audience? Persuasive technique?

  34. Relevant facts • Advertisers spend about $200 billion a year on TV advertising • The average cost for Super Bowl ads is $2.6 million per 30 second spot • The average American watches about 24,000 TV commercials a year http://television-commercial.net/

  35. Making Connections • What is your favorite jingle? • What slogan for a product do you find yourself saying? • What TV commercial has influenced you to make a purchase? • Since Tubby Smith and Billy Gillispie shop at Kroger, does that mean we should too?

  36. Reflection “Persuasion is all around you” In addition to TV commercials, where else do you see persuasion all around you? Is that persuasion influencing you or your family in any way? Explain.

More Related