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Persuasion Is All Persuasion Is All Around YouAround You!!
What is persuasion?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
Common persuasive Common persuasive techniques often used in techniques often used in advertisingadvertising
Some arguments are logical
Some appeal to your emotions Some make you trust the advertiser Some are simply easy to remember
How do they work and what are some examples?
Purpose?
Logos:Logos: Is the appeal to logic. When using
“logos,” one convinces an audience using logic or reason.
Cites facts and statistics that no one can disagree with
Example of LogosExample of Logos Get the best coverage ever!
Who is the oldest person you know?
Is the ethical appeal Convinces the viewer of author’s
credibility or character Uses expert speakers and and
testimonials
Expert opinion Expert opinion
Experts approve this product, so you should use it
“Four out of five dentists recommend sugarless gum for their patients who chew gum”
Expert OpinionExpert Opinion Midas
http://www.youtube.com/watch?v=k_pJ-S_MDHQ
Sensitive Teeth? http://www.youtube.com/watch?v
=rsaaBqCYW1I
TestimonialTestimonialA well-known person supports a product
or service
TestimonialTestimonial
Katy Perry! She is SO COOL!
Jennifer Anniston She's GORGEOUS!
PATHOSPATHOS: the most common The word Pathos comes from the Greek
word for “feeling.”(Think of empathy, sympathy, and apathy)
Commercials can appeal to your feelings in both positive and negative ways.
You associate the product with positive and negative aspects of your life
BandwagonBandwagonA statement suggesting that everyone is
using a specific product, so you should too
BandwagonBandwagon Be part of the new generation!
Take it to the next level!
Guilt and ResponsibilityGuilt and Responsibility
A person is made to have strong feelings about situations or productsthat will help others.
Make the Ethical choice!
Guilt and ResponsibilityGuilt and Responsibility I love the whole world
http://www.youtube.com/watch?v=NqV3clvlC4Q
Alyssa MilanoReach into YOUR pocket!
Glittering GeneralityGlittering Generality
Use vague words such as “patriotism” and “freedom.” They bring to mind things that we’re TAUGHT to agree with or gravitate towards, but have NOTHING to do with the product at hand.
Glittering Generalities Glittering Generalities ExamplesExamples What's a shamwow? But Germans are b
ad!
Diamonds and oysters and boats! Oh My!
FearFearYou don’t want bad breath, do you?
You don’t want to HURT people, do you?
BY using fear as a persuasive method, companies SCARE their audience into buying their product
Fear ExampleFear Example: Meet Terri
or death
WOULD YOU STILL SMOKE?
Family, Safety, and Family, Safety, and SecuritySecurity We, as Americans want our happy
families! We want our 2.4 children, dog, white picket fences and happiness. Commercials try to sell us that!
Examples of Family and Examples of Family and securitysecurity See what Stouffer's can do for you!
Don't you want to feel at home?
Beauty and sex…..Beauty and sex….. Everybody wants to be a part of the
beautiful, desired crowd. Products convince people that they too will be desired after using their product.
Let’s get beautiful!Let’s get beautiful! Women will flock to you too!
Even in the supermarket!
(Shoprite anyone?)
MudslingingMudslinging Mudslinging is a tactic that is often used
in commercials and political campaigns where the speaker “slings mud” at the opponent to make them look bad
Examples of MudslingingExamples of Mudslinging Ronald McDonald or Taco Bell?
Aleve or Tylenol?
Persuasion Technique:Persuasion Technique:Make it easy to remember! Sometimes advertisers simply want you
to remember their ads so that when you are in the supermarket or voting poll, you will remember them.
Slogans, repetitions and humor are some examples
SloganSlogan Can you hear me now
http://www.youtube.com/watch?v=OPwPo-IAQ-E
A diamond is forever http://www.youtube.com/watch?v=4vXHm8TzLzE
Got Milk http://www.youtube.com/watch?v=OLSsswr6z9Y http://www.youtube.com/watch?v=KBMmroSvcpM&NR=1 http://www.youtube.com/watch?
v=_I07kRgym0Y&feature=related
Slogan: Slogan: ““Have it your way!Have it your way!”” ‘I’m lovin’ it!” ‘I’m lovin’ it!”
Some products use Slogans and Repetitions. These are catchy phrases or statements often used to sell a service or a product
Repetition: Repetition: The name of a product is repeated many The name of a product is repeated many timestimes
HEAD ON Apply directly
to the forehead
HEAD ON Apply directly
to the forehead
HEAD ON Apply directly
to the forehead
RepetitionRepetition Head On
http://www.youtube.com/watch?v=Is3icfcbmbs
Go Compare http://www.youtube.com/watch?v=F_-
9QFvhQWo&feature=results_main&playnext=1&list=PL819596E749660A2A
HumorHumor Companies use humor….sort of as a last
resort to make you connect the product with a positive, happy feeling. At least when you are shopping and remember a commercial that made you laugh, you may be persuaded to buy the product.
These commercials are often illogical and offer little or no information about the product ... but at least they’re fun!
Examples of Humor: Examples of Humor:
This one will make you laugh!
Pinnochio
WEEEEEE!
ReflectionReflection“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.