Introduction to Persuasive Techniques

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Introduction to Persuasive Techniques

• By Mrs. Lange

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Emotional Techniques
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Purr Words

• Choosing words that positively influence the
  audience of an item or issue.
• Voice and tone are positive
• Example Is an oil spill an accident or an
  incident? Is a government program an investment
  or a waste?
• What other examples can you think of?

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Repetition

• Ideas repeated over and over and over and over
  and over and over again! ?
• Can come in form of musical tune (jingle), logo
  or statement
• Getting the idea stuck in your head!
• Examples McDonalds Im lovin it! TV show
  promos
• Can you think of other examples?

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Celebrity Endorsement

• The use of a celebrity to sell a product.
• The viewer wants to be like the celebrity and
  thinks that by buying the product, they will be
  more like him or her.
• Examples Milk Ads, Air Jordans, Toby Keith and
  Ford trucks
• Can you think of any others?

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Humor

• The use of funny situations, comments or jokes to
  convince the buyer to purchase the product
• Makes it memorable
• Raisin Bran Crunch with Johnson, phone
  commercials, Burger King ads
• Can you think of any other examples?

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Testimonials

• Expert testimonial because someone is an
  expert, you are willing to believe what they say
• Examples Golden Globe winners (movies), doctors
  recommending certain medications
• Where are you persuaded to buy products because
  of expert testimonial?

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Anecdote

• Individual Testimonial plain people say it is
  good, so it must be good
• Examples Diet commercials, Subway commericials
  with Jerrod.
• What others do you know?

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Emotional Appeal

• An appeal to fear or anger to sway the audience.
  May also add climax or excitement (negative
  emotions)
• Uses images and dramatic situation
• Examples Starving children in Africa
  commercials, Happy Feet, Volvo commericials
  Safety Happens
• What else can you come up with it?

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Bandwagon

• PEER PRESSURE everybody wants to do it, so you
  should too!
• Peer Pressure can be POSITIVE!!
• Examples anti-drug commercials, clothing
  lines/brands, new show hype
• Where do you see bandwagon used in advertising?

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Snob Appeal

• Plays on the idea of individuality, being better
  than everyone else
• Examples Lexus ads, Gucci, Rolex
• What other ideas can you come up with?

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Propaganda

• Half-truths
• Persuading the audience to believe in something
  or buy it because the evidence shows they should
• Example political ads show only one side of the
  issue candidates show best side
• Negative example drug/medicine commericals

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Word of Mouth

• grapevine talk gossip
• Advertising something through talking with
  friends, etc.
• Example gossip magazines, movies, clothing,
  food
• What is the latest word on Orlando Bloom?

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Rational Techniques
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Factual

• The use of facts to sell a product or idea
• Facts cannot be disputed but may not tell the
  whole story
• Audience is overwhelmed with information
• Example car commercials, anti-drug commercials,
  medicines

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Statistics

• Statisticsdeals with collection, analysis and
  presentation of masses of numerical data
• Use of statistics to persuade audience to buy
  product or idea
• Sometimes one-sided
• Example drug ads, toothpaste ads
• Where else do you see statistics used to sell
  products?

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Group Activity

• In groups of three use magazines, newspapers to
  find examples of both EMOTIONAL and RATIONAL
  techniques
• Cut out
• 3 examples of emotional technique
• 2 examples of rational technique
• --- and paste onto construction paper