The Power of Persuasion

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The Power of Persuasion

• Getting Your Point Across

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Special Techniques

• Persuading an audience can be done using any of
  the following techniques
• Bandwagon
• Testimonials
• Glittering Generalities
• Transfer
• Card-Stacking

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Join the Bandwagon

• Everyone is buying them! Have you? If you want
  to stay cool in school, run, dont walk to get
  your own glow-in-the-dark jeans. Dont get left
  in the dark!
• This technique attempts to make you feel left out
  if you dont have the product they are selling.
• Phrases like Everyone whos smart or cool is
  doing/buying/knows this, make people think
  theyve got to do it too.
• Have you ever bought something because everyone
  had one?

4
Testimonials

• What famous athlete do you think of when you
  think of Nike shoes?
• Most people think of Michael Jordan.
• This technique uses famous people to testify
  about the greatness of a product or service.
• What products or services can you think of that
  use testimonials?
• Does this technique ever make you want to buy a
  product?

5
Glittering Generalities

• A generality is a vague word, phrase, or
  statement. For example Our burger is better.
  Better is a vague word. Better than what?
  Better than whos?
• In this technique, advertisers use vague words
  with feel-good qualities to persuade buyers.
• Here are more examples
• Our mouthwash is more powerful.
• Try our new, improved hand lotion.
• This is the most popular shoe in the stores.
• 100 satisfied customers agree, our product is the
  best.

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Glittering Generalities

• This technique leaves buyers with questions like
  Better than what? Newer than what? Who are the
  satisfied customers?
• Can you think of commercials or magazine
  advertisements that use this technique?

7
Transfer

• Transfer means using strong pictures, symbols or
  slogans that arouse the audiences emotions so
  they will connect or transfer the emotion to
  the product being sold.
• Emotions usually targeted are happiness, fear,
  patriotism, urgency, wanting to be rich, and love
  of animals.

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Transfer

• What do you think of when you see the following

Only a Few Left!
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Card-Stacking

• Card-stacking means giving the positive side for
  your own point of view but none of the positive
  points for your opponents position.
• Residents of big apartment projects should not be
  allowed to have dogs. Dogs that are unfriendly
  or vicious may attack and hurt other people who
  live in the project and use the open spaces
  around it. Dogs are also a health hazard because
  they dirty the grass, playgrounds, and sidewalks.
  In addition, dogs that bark and whine a lot make
  it difficult for people in neighboring apartments
  to sleep and work.
• How many reasons does the writer give to support
  the opinion?
• How many reasons does the writer give for the
  opposite point of view?

10
Thinking About Your Audience

• Tone means the style or manner of expression we
  use in addressing the target audience.
• For example it may be informal, formal, playful,
  serious, somber, or hopeful.
• You must match your tone to the intended
  audience.

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Tone

• For example, what tone would you use in the
  following circumstances? (serious, fun, sad,
  formal)

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Lets Test our Skills

• Assignment
• After viewing each of the following commercial
  clips, use your slide show notes to determine the
  persuasion technique being used.
• Record your answers on your own paper.
• Be ready to share your answers and the reasons
  why you chose that technique.

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