The Art of Persuasion

Advertising

Advertising: Purpose

All advertising is persuasive, but not all advertising has the same purpose.

For example…

Commercial Advertising

Purpose: To persuade audience to BUY a particular product.

Examples:

Political Advertising

Purpose: To persuade audience to SUPPORT* a candidate or cause.

Examples:

*with votes or money

Public Service Advertising

Purpose: To persuade audience to ACT in societally acceptable or beneficial ways.

Examples:

Which kind?

Identify the kind of advertising in each example as (a) commercial, (b) political, or (c) public service.

1.

Which kind?

(a) commercial, (b) political, or (c) public service

2. 3.

4.

Advertising: Audience

Just as all advertising is persuasive, all advertising is aimed at persuading a particular AUDIENCE.

But why not an audience of “everyone”?

Not everyone responds to the same kind of message, just as not everyone is the same kind of person.

But why not an audience of “everyone”?

All advertising—commercial, political, or public service—is targeted at particular groups or people. These groups are usually determined by gender, age, race, economic or social status, geographical location, political and/or religious affiliation, or employment/activity.

Which group?

Identify the targeted audience of each advertisement.

By age:2.

3.

1.

Which group?

Identify the targeted audience of each advertisement.

By gender:

4.

5.

Which group?

Identify the targeted audience of each advertisement.

By employment/activity:

6.

7. 8.

Which group?

Now try it without the hints. Classify each advertisement by at least one of the following:gender, age, race, economic or social status, geographical location, political and/or religious affiliation, or employment.

Which groups?

gender, age, race, economic or social status, geographical location, political and/or religious affiliation, or employment

2.1.

Which groups?

gender, age, race, economic or social status, geographical location, political and/or religious affiliation, or employment

4.

3.

Which groups?

gender, age, race, economic or social status, geographical location, political and/or religious affiliation, or employment

6.5.

Advertising: Method

We’ve discussed purpose and audience. The one element of persuasive advertising that we’re missing is METHOD, or how is the audience persuaded to the purpose.

Advertising: Method/Appeal

There are as many methods or appeals of persuasion as there are audiences. These are just a few.Bandwagon appealPersonal desire appealSnob/folk appealResponsibility appealBase needs appeal

Method/Appeal: Bandwagon

Examples: “Everybody’s doing it” or “Don’t be the last one”

Method/Appeal: Personal Desire

Targets people’s desire for safety, self-esteem, comfort, ambition, happiness, laughter, etc.

Examples:

Method/Appeal: Snob/Folk

Targets people’s opposing desires to appear more sophisticated or more “down to earth.” Not used together in the same advertisement.

Examples: “Only the best of…” or “He’s one of us”

Method/Appeal: Responsibility

Responsibility: Targets people’s feelings of duty to family, community, country, tradition

Examples:

Method/Appeal: Base Needs

Targets people on the most basic levels, tapping into emotions and urges that often override other considerations.

In other words, fear and sex.

Now you try it.

Look at your advertisement.Identify its purpose.

Commercial, political, public serviceDetermine its audience

Male or female, old or young, wealthy or middle class, traditional or progressive, etc.

Categorize its methods/appealsbandwagon, responsibility, snob, etc.