[PPT]Persuasive Techniques: Making the Sale -...

Today: How are ads persuasive?

What techniques are used and why?

Persuasive techniques • different ways to persuade the audience• influence people to have a certain belief

or opinion or to act in a certain way.• used to convince people to buy a product

or service or adopt an idea. • aim messages at the audience’s

emotions, beliefs, or reason.

Defining Some of Advertising

Details about techniques in ads

Advertisers use a combination of visuals, sound, special effects, and words to persuade their target audience.

Every ad contains a “message” or big idea.

Messages center around three types of “appeals”: emotional, logical, and ethical.

Logical appeals: persuasive techniques that rely on facts and reason. The claim makes sense. Problem and solution may be used.

Ethical appeals are persuasive techniques that link claims to already accepted values and beliefs. Sometimes unethical, depending on how used.

Emotional appeals are persuasive techniques that tap into strong feelings, such as appeals to fear, pity, guilt, happiness. Emotions are evoked through loaded words, images, music, and colors.

Ethical Appeal

Emotional Appeal: Guilt

Emotional Appeal:

Relaxation

Emotional Appeal: Sadness

Loaded Terms/Emotional Appeal:Love, Heaven

Emotional Appeal:

IMPORTANT: Emotional, logical, and ethical appeals may overlap.

Persuasive Technique

How It Is Used IntendedEffect

Humor(Emotional Appeal)

Makes the consumer laugh; often gives little information about the product

• Consumers remember the ad and the product.

Bandwagon

(Emotional Appeal: envy, being left out)

Suggests that everyone is using the product

• Consumers buy the product because they want to fit in.

• Consumers assume that if others buy it, the product must be good.

Bandwagon

Bandwagon: Discount

Bandwagon: Action required!

Individuality

(Logical + Emotional Appeal)

Appeals to consumers’ desire to be different from everyone else; the opposite of the bandwagon appeal

• Consumers celebrate their own style, or rebel against what others are doing.

• Consumers think of the product as different, fashionable, or cool.

Individuality

Testimonial:Celebrity Spokesperson

(Logical + Emotional Appeal: Admiration + Trust)

Shows a popular celebrity promoting a product

• Transfer respect or admiration of celebrity to product

• Think of celebrity – think of product

Testimonial (Celebrity)

Testimonial:Expert(Appeal to Logic)

Shows an expert or an authority figure who says they recommend the product.

(Ex. dentist or doctor)

• transfer trust of the expert to the product.

Testimonial (Expert)

Loaded Terms (Words) #1 “Glittering

Generalities”

(Emotional Appeal)

Uses vague words – such as patriotism and family – that bring to mind values people agree with; often provides little or no concrete evidence

• Consumers accept this information, often without questioning why no evidence was given to support the claim.

Loaded Terms: Glittering Generalities

Loaded Terms #2 “Purr Words”

(Emotional Appeal)

Uses words that have positive feelings associated with them, such as “tasty,” “maximize,” “live,” or “sensational.”

• product seems more desirable.

• Appeal to emotions, rather than their logic.

Loaded Terms: Purrrrrrrr

Loaded Terms: Purrrrr

Repetition words, images, or phrases shown over and over again

Slogans or jingles

• remember the words, etc. and associate them with the product

Plain Folks (Normal People)

Logical Appeal

everyday people used to connect to normal people like you and me.

Ex. Families, moms, kids, athletes.

• Consumers draw a parallel between themselves and the everyday person using a product.

Plain Folks

Snob Appeal

(Emotional Appeal: envy)

Taps into people’s desires to be special or part of an elite group

• Consumers associate being special or elite with the product, service, or idea.

Snob Appeal

Name-calling(product comparison)

Logical Appeal

The negative aspects of a competitor are highlighted. ____ vs. ____

• develop a negative opinion of a competitor’s product and buy the sponsor’s product instead.

Name-calling

TO PERSUADE.

What’s the author’s purpose of every single advertisement ever made?

Target AudienceA target audience is the specific group of people that a product is aimed at.

Advertisers draw s between members of a target audience.

They look for shared characteristics, such as age, gender, ethnic background, occupation, geography, values, or lifestyle.

[PPT]Persuasive Techniques: Making the Sale -...

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Transcript of [PPT]Persuasive Techniques: Making the Sale -...

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