By SueLynn McAndrewBy SueLynn McAndrew

Fallacies LessonFallacies Lesson

Advertising Advertising Techniques:Techniques:The Power of The Power of PersuasionPersuasion

ADVERTISING

IntroductionIntroduction

Advertising is a multi-billion dollar Advertising is a multi-billion dollar industry.industry.

Advertisers are paid “big bucks” to Advertisers are paid “big bucks” to get consumers, like you, to buy get consumers, like you, to buy products.products.

Advertisers often “bend” the truth in Advertisers often “bend” the truth in order to sell a product.order to sell a product.

You must be an educated consumer in You must be an educated consumer in order to make informed decisions.order to make informed decisions.

3 Advertising Techniques3 Advertising Techniques

Brainstorm: What strategies do you Brainstorm: What strategies do you

think advertisers use?think advertisers use?

The three we will discuss:The three we will discuss: The Bandwagon Appeal (Ad Populus)The Bandwagon Appeal (Ad Populus) Appeal to Authority/Celebrity (Ad Appeal to Authority/Celebrity (Ad

Verecuniam)Verecuniam) The Association Principle (Non The Association Principle (Non

Sequitur)Sequitur)

The Bandwagon AppealThe Bandwagon Appeal

Definition: the belief Definition: the belief that something that something should be done should be done because the majority because the majority of people do it.of people do it.

Used to persuade Used to persuade consumers by consumers by suggesting that suggesting that “everyone is doing “everyone is doing it”.it”.

The Bandwagon AppealThe Bandwagon Appeal

Advertisers play Advertisers play into the human into the human desire to always desire to always feel included.feel included.

Appeal to Appeal to Authority/Celebrity=Authority/Celebrity=

ETHOSETHOS Definition: when a Definition: when a

product is sold by product is sold by using famous people using famous people or an “authority or an “authority figure”.figure”.

Sometimes the Sometimes the celebrity or expert celebrity or expert doesn’t have a direct doesn’t have a direct connection to the connection to the product; they’re paid product; they’re paid to endorse it.to endorse it.

Meet Ethan EthosMeet Ethan Ethos

He’s reliable, He’s reliable, he’s he’s trustworthy! trustworthy! You rely on him You rely on him and trust that and trust that the product he’s the product he’s endorsing is endorsing is worthwhileworthwhile

ETHOSETHOS

Advertisers use Advertisers use this technique this technique because they know because they know that many that many consumers admire consumers admire celebrities and celebrities and respect an expert’s respect an expert’s opinion.opinion.

PATHOSPATHOS

Definition: drawing Definition: drawing a mental link a mental link between a product between a product and desirable and desirable qualities like love, qualities like love, wealth, success, wealth, success, family, and family, and patriotism.patriotism.

Advertisers use Advertisers use this technique in this technique in order to get order to get consumers to consumers to connect their connect their product with product with something something desirable or desirable or meaningful.meaningful.

LOGOSLOGOS

Stick to the Stick to the FACTS.FACTS.

AD SPOOFS…….AD SPOOFS…….

Examine the Examine the next few slides. next few slides. What is the What is the message that is message that is being sent?being sent?